Canada’s east coast is often described by travel writers as a hidden gem, with numerous attractions frequently appearing in top 10 lists of must-see travel destinations. The federal government, provincial governments from the four Atlantic Provinces and tourism operators want to promote the region, welcome visitors and strengthen the tourism industry. An ongoing collaborative effort to do just that was reconfirmed today at an event held in Miramichi, NB.
The Honourable Rob Moore, Minister of State (Atlantic Canada Opportunities Agency), the Honourable Bill Fraser, New Brunswick Minister of Tourism, Heritage and Culture, and Mr. Kevin Mouflier, Industry Co-chair of the Atlantic Canada Tourism Partnership Management Committee, announced a three-year renewal of funding for the Atlantic Canada Tourism Partnership (ACTP).
ACTP is an international marketing agreement with a total project value of $19,950,000. The multi-year partnership involves creating and executing marketing strategies and tactics to promote Atlantic Canada as a tourism destination in priority foreign markets, currently focusing primarily on the United States and, the United Kingdom. Over the next three years, this pan-Atlantic partnership will focus its efforts and resources on: increasing reach and frequency of provincial brand marketing in targeted international markets; sharing knowledge and learning opportunities; maximizing marketing efficiencies and financial prudence; and increasing access to information, market intelligence and market knowledge.
Quick Facts
- The Government of Canada, through ACOA is committing $9,975,000 to renew the three-year Atlantic Canada Tourism Partnership. The four Atlantic Provinces will invest a combined total of $6,583,500, and the four Atlantic tourism associations will contribute a combined total of $3,391,500.
- ACTP is a nine-member, pan-Atlantic, international marketing initiative comprised of ACOA, the four tourism industry associations in Atlantic Canada and the provincial departments responsible for tourism in the provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island.
- ACTP enables for the pooling of resources to create significant tourism synergies. The agreement allows the four Atlantic Provinces to penetrate markets that are for the most part inaccessible separately.
- A recent third party analysis found that the ACTP 2012-2015 agreement’s activities generated $164.4 million in revenues for tourism enterprises in Atlantic Canada. This equates to a return on investment of $13.55 for every dollar invested in direct-to-consumer advertising, joint marketing partnership with the travel trade, and media relations.
- The ACTP supports one of the key priorities of the Government of Canada’s Federal Tourism Strategy: raising awareness of Canada as a premier tourist destination.
Quotes
“Under the strong leadership of Prime Minister Harper, our Government continues to support job creation and growth by making Canada more competitive and allowing job-creating businesses to thrive. I am pleased to announce our Government’s support for the Atlantic Canada Tourism Partnership, an initiative that exemplifies collaboration between government and industry. This strategic investment provides for positive economic returns in all four Atlantic Provinces, as we showcase all that the region has to offer.”
- The Honourable Rob Moore, Minister of State (Atlantic Canada Opportunities Agency)
“Our government is pleased to continue our strong partnership through ACTP and we recognize the benefits for our province and all of Atlantic Canada. Tourism is a fundamental part of our government’s continued focus on promoting economic growth and diversification. Between 2009 and 2014, non-resident visitation to our province has increased by 22 per cent, while non-resident tourism spending has increased 36 per cent, reaching $491 million in 2014, the highest level of non-resident spending ever in the province. ”
- The Honourable Darin King, Minister of Business, Tourism, Culture and Rural Development (Newfoundland and Labrador)
“Our industry’s collective contribution in, and commitment to, the ACTP, has generated significant gains for tourism in Atlantic Canada. It is important for industry to sit at the table with the provincial governments and ACOA to map out go-forward plans for a prosperous future in tourism. Without ACTP, many of the opportunities gained through the partnership would simply be unattainable. The revenue and visitation growth generated through this initiative benefits Atlantic Canada tourism businesses and we look forward to a thriving future in tourism.”
- Mr. Kevin Mouflier, Industry Co-chair of the ACTP Management Committee
Associated Links
• Atlantic Canada Opportunities Agency
• Government of New Brunswick
• Government of Newfoundland and Labrador
• Government of Nova Scotia
• Government of Prince Edward Island
• Tourism Industry Association of New Brunswick
• Tourism Industry Association of Nova Scotia
• Hospitality Newfoundland and Labrador
• Tourism Industry Association of Prince Edward Island
Contacts
Kelsie Corey
Director of Communications
Office of the Minister of State
Atlantic Canada Opportunities Agency
613-941-7241
Jana Parker
Atlantic Canada Opportunities Agency
902-314-0874
Tansy Mundon
Director of Communications
Department of Business, Tourism, Culture and Rural Development
Government of Newfoundland and Labrador
709-729-4570; 693-1865
Tansymundon@gov.nl.ca
Don Cudmore
Atlantic Canada Tourism Partnership Secretariat
902-566-5008
