April 25, 2005 St. John's, Newfoundland and Labrador The Honourable Joseph McGuire, Minister of the Atlantic Canada Opportunities Agency (ACOA) and the Honourable Paul Shelley, Minister of Tourism, Culture and Recreation for Newfoundland and Labrador today announced that through the Tourism Atlantic Marketing Initiative 2005, $1.5 million will be invested to enhance Newfoundland and Labrador's tourism marketing campaign this year. The Tourism Atlantic Marketing Initiative 2005 is a strategic tourism marketing program in support of the region's tourism industry that will target consumers in the key markets of Ontario and Quebec. "ACOA is committed to playing a leadership role in growing tourism in the region by bringing a pan-Atlantic approach to research, marketing and product development," said Minister McGuire. "Its initiatives are designed to enhance and extend tourism-related efforts throughout the region." ACOA is contributing $4 million through its Business Development Program (BDP) to the Tourism Atlantic Marketing Initiative 2005. Each of the four Atlantic provinces will contribute $500,000 for a total of $2 million. The Tourism Industry Association of Prince Edward Island (TIAPEI) is administering the initiative on behalf of its regional counterparts. Minister McGuire originally launched this year's Atlantic-wide Tourism Atlantic Marketing Initiative at the Tourism Industry Association of PEI 24th Annual Awards and Recognition Gala. Tourism, Culture and Recreation Minister Paul Shelley said the province's partnership through the Tourism Atlantic Marketing Initiative is consistent with its continued commitment to invest in tourism marketing as an area of strategic growth. "We believe that an investment in tourism will generate revenue in all regions of the province ¿ through increased visitors, increased capacity of accommodations and activities, resulting in increased employment and revenue for tourism operators and the communities in which they reside," said Minister Shelley. "This additional money will allow us to increase our marketing efforts in our core market of Ontario this year." The Tourism Atlantic Marketing Initiative model has proven successful in two earlier campaigns in 2002 and 2004. A total of $10 million was invested by ACOA and the provinces which resulted in $175 million in tourism spending. A target for return-on-investment (ROI) has been set at 15 to one or $90 million in incremental spending for the Tourism Atlantic Marketing Initiative 2005. "Tourism is a vital industry in Newfoundland and Labrador, generating $800 million in revenues annually and creating some 25,000 jobs. Our industry appreciates ACOA's continued support of the tourism industry, through initiatives such as the Tourism Atlantic Marketing Initiative," said Nick McGrath, President, Hospitality Newfoundland and Labrador. "Cooperative partnerships, such as this one between ACOA, the provincial government and industry, make a big difference in the ability of a region to market itself in the best and most effective manner." The funding announced today also complements the efforts of the $20-million Atlantic Canada Tourism Partnership (ACTP), a consortium of the federal and provincial governments and industry which is dedicated to promoting the four Atlantic provinces in key international tourism markets in 2003 through 2006. -30- For more information, please contact: Valérie Poulin Director of Communications ¿ Directrice des communications Office of the Minister for ACOA, The Honourable Joseph B. McGuire Tel: (613) 941-7241 Tansy Mundon Director of Communications Department of Tourism, Culture and Recreation Tel: (709) 729-0928 Carol-Ann Gilliard Manager of Policy and Communciations Hospitality Newfoundland and Labrador Tel: (709) 722-2224 ext 22 Brian Schmeisser ACOA PEI and Tourism Tel: (902) 566-7422
