Executive Council
October 4, 2016
Strengthening the Economy through Tourism
Marketing Initiative Attracts More Visitors to Atlantic Canada
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 Atlantic Canada Tourism Partnership (ACTP) marketing efforts are paying dividends. Between 2012 and 2014 overnight international arrivals to Atlantic Canada increased by 8.9 per cent and revenues grew by 15.8 per cent, and preliminary estimates indicate positive growth from U.S. and overseas visits to the Atlantic Provinces in 2015 and 2016.
Through 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 travellers 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.
QUICK FACTS
- 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).
- The US is Newfoundland and Labrador's second largest tourism market and represents approximately nine per cent of all visitors. The number of travellers from the United States has been steadily increasing over the past several years.
- 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.
Quotes
"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
"Tourism is a vital component of the Newfoundland and Labrador economy. Our tourism industry involves approximately
2,500 businesses and an estimated 18,000 jobs. We are proud to welcome visitors to our shores, to help us in growing
our economy and supporting our tourism entrepreneurs. We are pleased to partner with the Governments of Canada, New
Brunswick, Nova Scotia and Prince Edward Island as well as the ACTP on this initiative. Working together, we can build
a great future for tourism in Atlantic Canada."
- The Honourable Dwight Ball, Premier of Newfoundland and Labrador
"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."
- Kathy Weir, Industry Co-chair of the ACTP Management Committee
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Media contacts:
Kevin Mouflier Atlantic Canada Tourism Partnership Secretariat 902-566-5008 |
Chris Brooks Director of Communications ACOA PEI & Tourism 902-566-7569 |
Michelle Cannizzaro Media Relations Manager Office of the Premier 709-729-3960 michellecannizzaro@gov.nl.ca |
2016 10 04 1:10 p.m.