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Atlantic Canada Tourism Partnership (ACTP)
International Business Development Program (IBDP)
1. Name of Horizontal Initiative |
2. Name of Lead Department |
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Atlantic Canada Tourism Partnership (ACTP) |
ACOA |
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3. Start Date of Horizontal Initiative |
4. End Date of Horizontal Initiative |
5. Total Federal Funding Allocation |
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April 1, 2006 |
March 31, 2009 |
$9.95 million |
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6. Description of Horizontal Initiative |
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Tourism offers significant opportunities for economic growth and social development in Atlantic Canada. The sector is far more important to the economic prosperity of Atlantic Canada than it is in other Canadian jurisdictions. Visitor spending injects $3.24 billion into the regional economy. Tourism employs over 110,000 Atlantic Canadians and represents 5.5% of the region’s GDP, compared with 2.5% nationally. For the past 15 years, ACOA has worked with provincial and industry partners to maximize the economic benefits of this sector. The Atlantic Canada Tourism Partnership (ACTP) was established in 1991 to promote the entire Atlantic region as a tourism destination in targeted markets. The ACTP is a nine‑member, pan‑Atlantic partnership comprising ACOA, the four provincial tourism industry associations and the Atlantic provincial government departments responsible for tourism. To continue making inroads in key markets, and to continue to bolster the region’s tourism industry, the ACTP launched its fourth consecutive international tourism marketing initiative. This three‑year project (fiscal years 2006‑2007 to 2008‑2009), valued at $19.95 million, supports integrated, research‑driven consumer, trade and media relations campaigns to attract more visitors to Atlantic Canada from key markets in the United States, Europe and Japan. The ACTP initiatives are: The cost‑sharing for this partnership is 50% ($9.975 million) from ACOA, 30% ($5.985 million) from the Provinces, and 20% ($3.99 million) from the provincial industry associations. Contributions from ACOA and the Provinces are in the form of cash; contributions from industry associations include cash, in‑kind and other cash investments in relation to partnership‑related activities (e.g. trade registrations and trade partnerships). See the ACTP website at http://www.actp-ptca.ca/. |
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7. Shared Outcomes |
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The goal of the ACTP exemplifies the strategic outcomes for ACOA's priority of increasing revenues, profits, investment and wages. The ACTP’s outcomes aim to: |
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8. Governance Structure |
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The activities of the ACTP are managed by a management committee comprising the presidents of the four tourism industry associations, the four provincial deputy ministers responsible for tourism, and two representatives of ACOA. The management committee is responsible for the administration and management of the partnership agreement, approving work plans and budgets, program evaluation, and overseeing the work of its marketing committee. The marketing committee undertakes activities that are coordinated by federal, provincial and industry representatives, and is responsible for implementing ACTP initiatives. A secretariat (annual budget $300,000) oversees the day‑to‑day operations of the ACTP and is responsible for implementing a communications strategy, as well as annual and end‑of‑agreement evaluations of the partnership. |
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9. Partners involved in each program |
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ACOA is the sole federal funding department. The ACTP partners with the Canadian Tourism Commission on international research and marketing initiatives, on an ad‑hoc basis. Federal Departments/Agencies: Provincial Governments: (30% of funding) Private Sector Organizations: (20% of funding) |
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10. Name of Program |
11. Total Allocation |
12. Planned Spending for 2007-2008 |
13. Actual Spending for 2007-2008 |
United States Marketing Initiative |
$8.30 million |
$2.77 million |
$2.76 million |
Results for 2007‑2008 |
14. Expected Results for 2007-2008 |
15. Results Achieved in 2007-2008 |
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Return on Investment (ROI): measurable tourism revenues generated per partner dollar invested in integrated marketing/media campaigns |
$14 to $1 |
$19.45 to $1 |
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Number of visitor parties related to the marketing program |
30,000 |
55,385 |
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Dollar amount of visitor spending on goods/services relate to the marketing program |
$38.78 million |
$82.9 |
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16. Comments on Variances |
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The ACTP developed an Internet conversion model to assess the impact of travellers who download tourism information directly from the Internet, rather than request literature through traditional means. The inclusion of these inquiries into its conversion research enabled the ACTP to measure the incremental impact of the Internet on media‑generated information requests, party visits and related visitor spending/revenues. Consumer media campaigns generated $82.1 million in incremental revenues for tourism SMEs in Atlantic Canada, and a ROI of $26.52 to $1.00. US Tour Wholesaler Partnerships generated an additional $900,000 in revenues, and an ROI of $10.17. The inclusion of several non‑ROI generating activities (e.g. travel trade shows, media relations program, consumer website development research) resulted in an overall ROI of $19.45. |
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10. Name of Program
|
11. Total Allocation |
12. Planned Spending for 2007-2008 |
13. Actual Spending for 2007-2008 |
Overseas Marketing Initiative |
$1.2 million |
$0.4 million |
$0.4 million |
Results 2007‑2008 |
14. Expected Results for 2007-2008 |
15. Results Achieved in 2007-2008 |
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Return on Investment: measurable tourism revenues generated per partner dollar invested in integrated marketing/media campaigns |
$6 to $1 |
$4.74 to $1 |
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Partnerships formed with Overseas Tour Wholesalers |
20 |
14 |
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Dollar amount of visitor spending on goods/services resulting from the Overseas Tour Wholesaler partnerships |
$2.4 million |
$3.7 million |
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16. Comments on Variances |
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The ACTP refocused its European Tour Wholesaler Partnership (ETWP) program on those partnerships having the greatest potential to generate the highest return. The number of partnerships was reduced from 20 (target) to 14 (achieved). These generated $3.7 million in incremental revenues for tourism SMEs in Atlantic Canada, and an ETWP-ROI of $15.58 to $1.00. The ACTP also invested in several non‑ROI‑generating activities (e.g. travel trade shows, media relations program, consumer website development, research). These investments resulted in an overall ROI of $4.74, versus the $6.00 target. |
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17. Results to be Achieved by Non-federal Partners (if applicable) |
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N/A |
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18. Contact Information |
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Rob McCloskey, Director General, |
1. Name of Horizontal Initiative |
2. Name of Lead Department |
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---|---|---|---|
International Business Development Program |
ACOA |
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3. Start Date |
4. End Date |
5. Total Federal Funding Allocation |
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April 11, 2005 |
March 31, 2010 |
$7.0 million |
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6. Description of the Horizontal Initiative |
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The International Business Development Program (IBDP) involves four Atlantic provincial governments and three federal departments: ACOA, Foreign Affairs and International Trade Canada, and Industry Canada. The previous International Business Development Agreement (IBDA) was first signed in May 1994 for three years and $3 million, and was extended in March 1997 for a further three years and $2 million. A second extension, for $8 million, involved the seven partners in international business development for a further four years from 2000 to 2004. The new $10‑million IBDP will continue the work of the partners until 2010. Funding for the agreement is shared 70/30 by the federal and provincial governments. The IBDP’s mandate is: to undertake specific measures to optimize regional coordination on a pan‑Atlantic scale and combine limited resources to coordinate trade‑related activities. The commitment to this IBDP, with the increased funding allocation, attests to both the IBDA’s positive results and its significance for the future of the region’s international business development (see http://www.acoa-apeca.gc.ca/e/ibda/index.shtml). |
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7. Shared Outcomes |
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The shared outcomes for the IBDP partners are as follows, and support ACOA’s priority for trade: Since the original IBDA commenced in 1994, the Agency and its partners have administered over 200 projects involving some 3,500 Atlantic Canadian companies. The IBDA assisted 182 companies to begin exporting, 380 exporters to increase their export sales, and 259 exporters to expand into new markets. |
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8. Governance Structure |
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ACOA is the lead organization for this initiative and houses the secretariat responsible for administering the agreement. A management committee, comprising a representative from each of the partners, is responsible for the planning and management of the agreement’s programs and the evaluation of projects. |
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9. Federal Partners involved in each program |
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Federal departments and agencies (70% funding) Provincial governments (30% funding)
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10. Name of Programs |
11. Total Allocation |
12. Planned Spending |
13. Actual Spending |
International Business Development Program (IBDP) |
$7.0 million |
$1.8 million |
$2.1 million |
Results for 2007‑2008 |
14. Expected Results for the Life of the Agreement (2005‑2006 through 2009‑2010) |
15. Results Achieved in |
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40 companies |
5 |
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Existing exporters reporting sales to new markets |
75 companies |
17 |
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Existing exporters reporting increased sales to existing markets |
150 companies |
33 |
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16. Comments on Variances |
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Expected results are for the lifetime of the agreement, and data collection continues for two years after the term of the agreement. The target date to fully achieve these expected results is 2012. |
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17. Results to be Achieved by Non-federal Partners (if applicable) |
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N/A |
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18. Contact Information |
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Michel Têtu, Director General, |
1. Name of Horizontal Initiative |
2. Name of Lead Department |
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Team Canada Atlantic |
ACOA |
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3. Start Date |
4. End Date |
5. Total Federal Funding Allocation |
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April 1999 |
March 31, 2010 |
$11.14 million |
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6. Description of the Horizontal Initiative |
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Team Canada Atlantic (TCA) is a partnership of ACOA and the four Atlantic Provinces, with support from Agriculture and Agri‑Food Canada, Industry Canada, and Foreign Affairs and International Trade Canada. TCA is committed to strengthening the trade and investment relationship between Atlantic Canada and the United States. From 1999 to 2008, approximately $6.5 million was spent on TCA missions; as of June 2008, mission participants reported actual sales of nearly $45 million. The core of the TCA approach is the trade mission, which enables small and medium‑sized businesses from across Atlantic Canada to meet with potential buyers, agents, distributors and strategic partners in the United States. The mission format features a comprehensive program that equips private sector participants with the knowledge, contacts and advice they require to make the best of their international opportunities before, during and after their ventures abroad. Missions also provide the Government of Canada and the Atlantic provincial governments with crucial opportunities to promote the region as a tremendous location for foreign investment. See the TCA website at http://www.teamcanadaatlantic.ca/. |
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7. Shared Outcomes |
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The TCA trade missions are focused on small to medium‑sized enterprises (SMEs) in Atlantic Canada and are intended to assist SMEs to increase exports and attract investments in key markets. The mission objectives are to: As of June 2008, Team Canada Atlantic had completed 14 missions to United States markets, involving 531 companies and more than 3,665 business meetings, and resulting in more than $44 million in actual sales. |
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8. Governance Structure |
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A management committee, comprising senior officials of ACOA, Foreign Affairs and International Trade Canada, and provincial governments is the decision‑making body that directs and oversees the coordination and implementation of the TCA missions. The TCA organizing committee is responsible for organizing the missions, and includes representation from the four provincial trade departments in Atlantic Canada, Foreign Affairs and International Trade Canada, Agriculture and Agri‑Food Canada, and the Team Canada Atlantic Secretariat. The secretariat, housed at ACOA, is responsible for the overall coordination and implementation of the TCA missions. |
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9. Federal Partners involved in each program |
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• ACOA |
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10. Name of Programs |
11. Total Allocation |
12. Planned Spending |
13. Actual Spending |
Team Canada Atlantic |
ACOA $11.14 million |
ACOA $356,000 (G&C) |
ACOA $337,829 (G&C) |
Results for 2007‑2008 |
14. Expected Results for 2007-2008 |
15. Results Achieved in 2007-2008 |
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SMEs that have increased export‑readiness |
40 |
41 |
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New exporters |
5 |
8 |
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Exporters developing new markets |
5 |
16 |
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Forecasted export sales by SMEs |
$30 million |
$15 million |
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16. Comments on Variances |
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|
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17. Results to be Achieved by Non-federal Partners (if applicable) |
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N/A |
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18. Contact Information |
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Michel Têtu, Director General, |