Air Accords Increase Tourism

Joint marketing agreements within the air travel and tourism industries are paying off for Nova Scotia.

Research shows that 1998 air traffic into Nova Scotia from Europe was up 83 per cent from 1996 on three airlines taking part in the province's Air Accord Program.

More than 24,000 visitors travelled with Air Canada, Icelandair and Canada 3000 to Nova Scotia from Europe in 1998 and spent nearly $22 million in communities across the province. The three airlines signed air accords with Nova Scotia in 1997.

"Air traffic into this province is on the rise and bucking the national trend," Hank Stackhouse, vice-president with Delta Hotels Atlantic Canada and chair of the Air Accord Committee, said at a news conference today.

"Statistics Canada shows an 11 per cent increase in overall air traffic to Nova Scotia while the rest of Canada saw an eight per cent decrease. There's no question that our air accords have played a key role in that success."

Air accords are marketing agreements between each airline and the province of Nova Scotia. As partners, participating airlines and Nova Scotia are selling the province as a tourism destination through travel trade shows in Europe, presentations to tour wholesalers and travel agents, European media tours of the province and advertising in in-flight magazines. Mr. Stackhouse emphasized that Nova Scotia is not funding the airlines in this initiative. Rather, the partners split the work evenly and each party covers its own costs.

"We know that European visitors tend to stay longer and spread their significant tourism dollars throughout the entire province," said Manning MacDonald, Minister of Economic Development and Tourism. "By joining forces with the airlines, Nova Scotia's tourism industry is tapping into the resources it needs to attract more European visitors on a regular basis."

Research data was collected through surveys on flights leaving Halifax last summer, as well as through the participating airlines and Nova Scotia's air travel and tourism industries. The Air Accord Committee will use this research to further develop agreements with the first three airlines and others.

"These results clearly indicate that the air accords have been an unparalleled success," said Senator Al Graham, Leader of the Government in the Senate and Minister responsible for Nova Scotia. "The infusion of $22 million into our province's economy is substantial, and the government of Canada is pleased that its goal of improving Nova Scotia's economic climate is being met through the air accords." Since 1997, more than $613,000 has been spent on the Air Accord Program through the Canada/Nova Scotia COOPERATION Agreement on Economic Diversification. The agreement is managed by the Atlantic Canada Opportunities Agency and Economic Development and Tourism.

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