Renewed investment boosts Atlantic Canadian tourism

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By Staff, The Daily Business Buzz

The $19,950,000 Atlantic Canada Tourism Partnership agreement is designed to position the region as a leading travel destination.

Economic and Rural Development Minister Percy Paris, seen in this file photo, says 'the ACTP agreement extends the reach of the Nova Scotia tourism brand into priority markets that we would be unable to reach on our own.'

[HALIFAX, NS] — A three-year renewal of funding for the Atlantic Canada Tourism Partnership (ACTP) was announced today.

The $19,950,000 agreement is designed to position Atlantic Canada as a leading travel destination.

On hand for the announcement were tourism industry representatives and Bernard Valcourt, Associate Minister of National Defence and Minister of State (Atlantic Canada Opportunities Agency) (La Francophonie), Terry French, Minister of Tourism, Culture and Recreation for Newfoundland and Labrador and Government Co-chair for ACTP, and Joanne Bérubé Gagné, Industry Co-chair of the ACTP Management Committee.

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 Nova Scotia tourism brand into priority markets that we would be unable to reach on our own," said Percy Paris, Minister of Economic and Rural Development and Tourism. "This agreement promotes regional cooperation and at the same time creates unique opportunities for increased visitation and increased growth of export revenues in Nova Scotia."

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.

“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.

Organizations: Atlantic Canada Tourism Partnership, Atlantic Canada Opportunities Agency, National Defence La Francophonie Newfoundland and Labrador and Government Co Industry Co ACTP Management Committee

Geographic location: Atlantic Canada, Nova Scotia, United States of America United Kingdom

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  • Second Look
    November 10, 2012 - 08:17

    I would encourage this reporter to check the numbers within this article. How is it that tourism has been declining in all Atlantic Canada ( PEI just released declining numbers for September) ..with all this successful money invested? How is it spent? Where is it spent? How do they measure success ? It certainly is not by seeing increased numbers of tourists. How does this new money boost tourism? Continued spending on old ideas no longer works.

  • al
    November 08, 2012 - 19:21

    i hope cumberland county can get piece of this new money,,its the best place for investment,,but i am sure most of the money will go to other important places in nova scotia,,,the great halifax area,,south shore,,the happy valley,,,,and for us few thousands here and there to keep us happy,,dexter government is investing money and creating jobs all over nova scotia,,but nothing here (500 jobs today in halifax area),,,i did not see one provincial leader or federal official visiting us here,,,but they go runing where the votes are,,,,