The Atlantic Canada Tourism Partnership (ACTP) brings together the Atlantic Canada Opportunities Agency (ACOA), the provincial departments responsible for tourism in New Brunswick , Newfoundland and Labrador , Nova Scotia and Prince Edward Island and the four provincial tourism industry associations.
ACTP’s mission is simple – grow the tourism industry in Atlantic Canada, which today represents $4.69 billion annually for the region’s economy and employs over 110,000 people. ACTP expands the industry through two research-driven marketing campaigns, one promoting the Atlantic Canadian provinces in the United States and a second in key overseas markets. In both programs, ACTP markets Atlantic Canada with major consumer advertising campaigns, travel trade programs and media relations activities.
ACTP delivers strong results. The initiative generated $164.4 million in tourism revenue for Atlantic Canada during its 2012 – 2015 Agreement. That represents a return of $13.55 for every dollar invested in its marketing campaigns. Thanks to ACTP, more visitors from the United States and around the world are discovering Atlantic Canada’s charms.
ACTP is a powerful example of the benefits of government working with the tourism industry in pursuit of shared goals. It allows the four provinces to penetrate markets that are mostly inaccessible individually; intensify their international tourism marketing efforts; generate marketing economies and efficiencies and extend the reach and frequency of provincial and tourism brands in the United States and delivers a regional “Atlantic Canada” brand into priority overseas markets.
Since 1994, ACTP has successfully promoted and marketed the Atlantic provinces. Funding for the 2015-2018 initiative, valued at $19.95 million, 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.
ACTP Management Committee Members include:
- Kathy Weir – President, Tourism Industry Association of New Brunswick
- Kelly Cain – Deputy Minister, Department of Tourism, Heritage and Culture
Newfoundland and Labrador:
- Rex Avery – Chair, Hospitality Newfoundland and Labrador
- Alastair O’Rielly – Deputy Minister, Department of Business, Tourism, Culture and Rural Development
- Jeff Farwell – Senior Vice-Chair, Tourism Industry Association of Nova Scotia
- Michele Saran – Chief Executive Officer, Nova Scotia Tourism Agency, Department of Business
Prince Edward Island:
- James Tingley – Board Member, Tourism Industry Association of Prince Edward Island
- Cheryl Paynter – Chief Executive Officer, Innovation PEI and Tourism PEI
- Patrick Dorsey – Vice President, ACOA , P.E.I. and Tourism
- Rob McCloskey- Director General, Tourism Atlantic (ACOA)
- David Goldstein, President and CEO, Destination Canada
- Kevin Mouflier – Secretariat, ACTP