October 4, 2016 – Fredericton, NB – Atlantic Canada Tourism Partnership
Tourism continues to be one of the world’s fastest-growing economic sectors, and it is of strategic importance to Atlantic Canada. It supports 9,600 businesses and provides full-time equivalent employment to 57,000 Atlantic Canadians. Statistics Canada’s International Travel Survey indicates ACTP marketing efforts are paying dividends. Between 2012 and 2014 overnight international arrivals to Atlantic Canada increased by 8.9% and revenues grew by 15.8%, and preliminary estimates indicate positive growth from U.S. and overseas visits to the Atlantic Provinces in 2015 and 2016.
Through the Atlantic Canada Tourism Partnership (ACTP), the federal and provincial governments and the tourism industry pool their advertising resources to promote Atlantic Canada to markets in the northeastern United States and overseas that would be largely inaccessible individually. In 2016, the ACTP will invest almost $4.8 million in US marketing initiatives, and an additional $587,000 overseas. The ACTP also recently decided to increase spending in the US market by $62,000 to take advantage of positive currency exchange rates there.
The ACTP markets the Atlantic Canadian provinces through consumer advertising, travel trade programs and media relations activities. The US direct-to-consumer campaign is the largest component of the ACTP marketing program, promoting the many unexpected experiences awaiting travelers to Atlantic Canada through video, social media, and print media. In 2016, the ACTP leveraged Destination Canada’s national marketing and research efforts in New York, Boston and Philadelphia through a $500,000 investment in the Connecting America initiative. The US campaign emphasizes the great value that Atlantic Canada offers to American visitors, as well as its close proximity to experience culinary, adventure, world-class attractions, festivals and events.
The ACTP’s ongoing collaborative effort will continue to focus 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.
In early July, the Government of Canada and the governments of the four Atlantic Provinces launched the Atlantic Growth Strategy that will direct targeted actions to stimulate the Atlantic Canadian economy, including supporting key projects that support long-term growth and position the region to capitalize on emerging opportunities. The ACTP is an example of the kind of collaboration that will help create jobs and re-invigorate the region’s growth.
• Funding for the Atlantic Canada Tourism Partnership 2015-2018 is $19,950,000 and comes from the Atlantic Canada Opportunities Agency ($9,975,000) the four Atlantic Provinces (a combined total of $6,583,500), and the four Atlantic tourism associations (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.
• 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 and joint marketing partnership with the travel trade.
“The Atlantic Canada Tourism Partnership is an important element of the Federal Tourism Strategy, directly supporting the strategic priority of inspiring the world to explore Canada. The collaboration between federal and provincial governments and industry also demonstrates the spirit of the Atlantic Growth Strategy, a shared approach to building a vibrant economic future for Atlantic Canada.”
- The Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and Tourism
“The tourism industry brings visitors to our province creating jobs and attracting investment. The tourism industry currently employs over 22,000 people in New Brunswick. We need to continue to invest in tourism initiatives and infrastructure to remain competitive and attractive as a destination.”
- The Honourable Brian Gallant, Premier of New Brunswick
“Coming together under the ACTP, we are able to work as a team with shared knowledge and learnings. ACTP’s continued presence in key markets is essential to achieving long-term gains for our industry in Atlantic Canada. Without ACTP, many of the opportunities gained through the partnership would simply be unattainable.”
- Ms. Kathy Weir, Industry Co-chair of the ACTP Management Committee
• Atlantic Canada Tourism Partnership
• 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
• Atlantic Growth Strategy
Atlantic Canada Tourism Partnership Secretariat
Director of Communications
ACOA PEI & Tourism
New Brunswick Department of Tourism, Heritage and Culture