Marketing Initiative for Atlantic Tourism
A new $19.5 million international marketing initiative, designed to promote Atlantic Canada as a preferred travel destination, was launched today in Halifax.
The announcement was made by John Manley, federal Minister of Industry and Minister for the Atlantic Canada Opportunities Agency (ACOA); Rodney MacDonald, Nova Scotia Minister of Tourism and Culture; and Eric Mullen, president of the Tourism Industry Association of Nova Scotia, who represented the provincial tourism industry associations in Atlantic Canada.
Peter Mesheau, New Brunswick Minister of Investment and Exports also participated in the launch, as well as Charles J. Furey, Newfoundland and Labrador Minister of Tourism, Culture and Recreation, and Greg Deignan, Prince Edward Island Minister of Tourism.
The three-year initiative will be carried out by the Atlantic Canada Tourism Partnership (ACTP). The partnership is a nine- member group composed of ACOA, the four Atlantic provincial governments and the four provincial tourism industry associations in the region.
The new initiative will promote Atlantic Canada's tourism product in international markets with the greatest growth potential. The primary focus will be the New England states, with secondary focus on the mid-Atlantic states. Europe and Japan will also be pursued as secondary markets.
"This type of partnership sets the standard for interprovincial co-operation that is the best in Canada," said Mr. MacDonald. "By participating in this initiative, we're working together to increase business in the entire region. At the same time, Nova Scotia has an opportunity to increase its own profile in key markets."
"I am very pleased to announce renewed support to the Atlantic Canada Tourism Partnership, which since 1993 has served as a model of what can be accomplished through regional co-operation," said Mr. Manley. "By pooling their resources and expertise, the partners in the ACTP have generated significant direct economic benefits for Atlantic Canada. Their efforts have contributed to an 11 per cent increase in tourism revenues for Atlantic Canada, currently valued at $3 billion, in an industry which now employs 85,000 people across the region."
"The tourism industry in Atlantic consists mainly of small businesses that have limited resources," said Mr. Mullen, also speaking on behalf of Roger Jamieson, president of Hospitality Newfoundland and Labrador; Mrs. Rolande Thibodeau, president of the Tourism Industry Association of New Brunswick; and Kim Green, president of the Tourism Industry Association of Prince Edward Island.
"By combining our own resources with those of the federal and provincial governments, individual tourism businesses are able to gain effective access to large international markets like the United States, Europe and Japan," Mr. Mullen said.
Funding for the new initiative is cost-shared with 50 per cent contributed by ACOA, 30 per cent by the four provincial governments and 20 per cent by the four industry associations.
Since 1991, several joint tourism initiatives have been undertaken on an Atlantic-region basis by industry and both levels of government. In 1993, the Atlantic Canada Tourism Partnership was formed, and formal funding agreements under the direction of the partnership were signed in 1994 and 1997.
NOTE TO EDITORS: A backgrounder on the new initiative is available by e-mailing <[email protected].>
kjd October 16, 2000 10:28 a.m..