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Industry Boosted by Renewal of $19.95 Million Atlantic Canada Tourism Partnership

Submitted by Business Desk on June 27, 2009 - 10:28

The Government of Canada, with the support of Canada’s four Atlantic provincial governments and their respective tourism industry associations, today announced the renewal of the Atlantic Canada Tourism Partnership (ACTP), a three year agreement that will invest $19.95 million in marketing initiatives designed to position the region as a primary destination for foreign visitors especially those from key American and European markets.

“This partnership is a positive example of the Government of Canada, provincial governments and industry officials working proactively to promote Atlantic Canada as a world- class tourist destination to international markets,” said the Honourable Keith Ashfield, Minister of State (ACOA). “Thanks to this collaborative effort, the ACTP will continue to help attract new tourists to Atlantic Canada, creating new business and job opportunities, and stimulating economic growth throughout the region.”

Over the next three years, the ACTP will invest $19.95 million to support a marketing strategy based on sound market research, economies of scale and a synchronized and integrated strategic approach . It will be based on funding that is incremental to provincial marketing budgets. It will ensure the preservation of provincial brand equity and engage marketing activities that are dictated by the marketplace. “Under the new ACTP agreement, Newfoundland and Labrador is able to increase its presence in international markets – particularly in key U.S. markets – where the return on investment has been very strong,” said the Honourable Clyde Jackman, Minister of Tourism, Culture and Recreation. “Continued, strategic investment in tourism marketing is fundamental to remaining competitive in the global marketplace, and to realizing the full potential of the tourism industry in Newfoundland and Labrador.”

With the renewal of the partnership, ACTP will place greater emphasis on market segmentation, market tactics based on primary travel motivators, customer relations management, and an increased emphasis on new and online social media.

“The best in Atlantic Canada are working together to improve the future of the tourism industry. ACTP has provided the tourism industry with a level of research and regional cooperation that would not exist without the Partnership. We are proud to demonstrate our commitment to tourism operators in Atlantic Canada through our involvement in the ACTP,” said Roger Jamieson, ACTP Management Committee Industry Co-Chair. “The continuing efforts of the ACTP to increase the awareness of and visitation to Atlantic Canada are greatly appreciated by the industry.

Founded in 1991, the ACTP is a nine-member pan Atlantic partnership consisting of ACOA, the four provincial tourism industry associations and the provincial departments responsible for tourism in New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. Funding for the 2009-2012 initiative is cost-shared by the partners, with 50 per cent contributed by ACOA, 33 per cent contributed by the four Atlantic Provinces and 17 per cent contributed by the four tourism industry associations in Atlantic Canada.