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FEDERAL-PROVINCIAL-INDUSTRY PARTNERSHIP HELPS PROMOTE ATLANTIC CANADA TOURISM TO INTERNATIONAL MARKETS

 

November 05, 2012 - Charlottetown, PE

The Honourable Bernard Valcourt, Associate Minister of National Defence and Minister of State (Atlantic Canada Opportunities Agency) (La Francophonie), the Honourable Terry French, Minister of Tourism, Culture and Recreation for Newfoundland and Labrador and Government Co-chair for the Atlantic Canada Tourism Partnership (ACTP), and
Ms. Joanne Bérubé Gagné, Industry Co-chair of the ACTP Management Committee, today joined tourism industry representatives to announce a three-year renewal of funding for the ACTP. This $19,950,000 agreement is designed to position Atlantic Canada as a leading travel destination.

“Our Government understands the vital contribution tourism makes to job creation and economic development in our region, and for sure Atlantic Canada has a lot to offer domestic and foreign travelers,” said Minister Valcourt. “The Government of Canada is proud to support this partnership aimed at increasing awareness of Atlantic Canada as a premier tourism destination which enables the four provinces to penetrate markets that are inaccessible individually.”

ACTP is dedicated to promoting Atlantic Canada as a leading vacation destination in priority markets in the United States of America and the United Kingdom. Over the next three years, this pan-Atlantic partnership will focus its efforts and resources on being market-driven, strategic, efficient and innovative.

The Government of Canada, through ACOA, will invest $9,975,000 in the ACTP. The multi-year project involves the pooling of resources for international marketing from the nine-member, pan-Atlantic partnership comprised of the Atlantic Canada Opportunities Agency, the four provincial departments responsible for tourism, and the four provincial tourism industry associations.

“The ACTP agreement extends the reach of the
Prince Edward Island tourism brand into priority markets that we would be unable to reach on our own,” said the Honourable Robert Henderson, PEI Minister of Tourism and Culture. “This agreement promotes regional cooperation and at the same time creates unique opportunities for increased visitation and increased growth of export revenues in
Prince Edward Island.”

The ACTP marketing consortium has a direct-to-consumer approach which includes advertising, media relations and joint marketing accords with tour operators that yield millions of dollars in export revenues. ACTP enables the four Atlantic Provinces and the collective industry to pool resources and create significant tourism synergies which enables each partner to penetrate markets that are inaccessible individually.

“Our industry’s collective contribution in, and commitment to, the ACTP, has generated significant gains for tourism in Atlantic Canada,” said Ms. Bérubé Gagné. “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.”

ACTP has proven to be an effective marketing partnership.  Since its inception, ACTP’s consumer marketing efforts in the United States have generated almost 580,000 party visits and more than $695 million in revenues for tourism businesses in Atlantic Canada.  On average, ACTP’s marketing efforts have generated almost $15.00 in visitor spending for every $1.00 invested in direct-to-consumer advertising in the United States. In overseas markets, ACTP’s joint marketing agreements with European tour operators have generated more than $86 million in revenues for tourism businesses in Atlantic Canada.

FOR BROADCAST USE:

ACOA Minister Bernard Valcourt joined Newfoundland and Labrador Tourism, Culture and Recreation Minister
Terry French and members of the Atlantic Canada tourism industry today to announce the renewal of the Atlantic Canada Tourism Partnership. The project, worth nearly 20 million dollars, runs from 2012 to 2015 and is a joint partnership comprised of the Atlantic Canada Opportunities Agency, the four Atlantic provincial departments responsible for tourism, and the four Atlantic provincial tourism industry associations. The pan-Atlantic agreement is designed to pool resources from its partners and position Atlantic Canada as a leading travel destination.

Over the next three years, this pan-Atlantic partnership will focus its efforts and resources on being market-driven, strategic, efficient and innovative in priority markets in the United States and the United Kingdom.

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INFORMATION:

Andrea Richer
Press Secretary
Office of the Honourable Bernard Valcourt
613-790-3637

Jana Parker
ACOA PEI & Tourism
902-368-0264

Don Cudmore
Atlantic Canada Tourism Partnership, Secretariat
902-566-5008