Tourism, Culture and Recreation
June 26, 2009Newfoundland and
Labrador Tourism Industry Boosted
Through Renewal of Atlantic Canada Tourism Partnership
The Honourable Clyde Jackman, Minister of Tourism,
Culture and Recreation, today joined the Honourable Keith Ashfield,
Minister of State, Atlantic Canada Opportunities Agency (ACOA), and the
three other Atlantic provincial ministers responsible for tourism, in
announcing the renewal of funding for the Atlantic Canada Tourism
Partnership (ACTP) for a three-year period.
Founded in 1991, the ACTP is a joint partnership of
ACOA, the four Atlantic provinces, and their provincial tourism
associations, which seeks to market Atlantic Canada as a tourism
destination for foreign visitors.
"Under the new 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 Minister Jackman. "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."
Newfoundland and Labrador is investing more than $1.4
million over three years in the $19.95 million ACTP partnership, which
will enable the province, and Atlantic Canada as a whole, to be better
positioned to attract more visitors from 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 attract new tourists to Atlantic
Canada, creating new business and job opportunities, and stimulating
economic growth throughout the region."
The ACTP investment will support activities such as
advertising, Internet marketing and trade shows designed to promote the
Atlantic provinces as a destination of choice.
"The best in Atlantic Canada are working together to
improve the future of the tourism industry," said Roger Jamieson, ACTP
Management Committee Industry Co-Chair. "ACTP has provided the tourism
industry with a level of research and regional co-operation 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. The continuing efforts of the ACTP to increase
the awareness of and visitation to Atlantic Canada are greatly
appreciated by the industry."
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.