ARCHIVED - Atlantic Canada Opportunities Agency

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.

In order to make continued inroads in key markets, and to continue to bolster the region's tourism industry, the ACTP is now completing its fourth consecutive international tourism marketing initiative. This current three-year project (2006-2007 to 2008-2009) is valued at $19.95 million and supports integrated, research-driven consumer, trade and media relations campaigns designed to attract more visitors to Atlantic Canada from key markets in the United States, Western Canada, Europe and Japan.

The ACTP initiatives are:

• United States / Western Canada Marketing Initiative - to effect greater tourism returns from the New England and Mid-Atlantic markets of the United States, and the Alberta market in Canada, through integrated marketing techniques.
• Overseas Marketing Initiative - to pursue tourists from the United Kingdom, France, Germany and Japan markets through integrated marketing techniques.

The cost-sharing of this partnership is 50% ($9.975 million) from ACOA, 30% ($5.985 million) from the Atlantic 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.

The ACTP's outcomes aim to:

• increase Atlantic Canada's competitiveness in targeted markets;
• promote regional co-operation (federal/provincial/industry);
• promote incremental marketing activities;
• achieve economies of scale in marketing;
• raise awareness of Atlantic Canada as a "top-of-mind" destination; and
• increase tourism arrivals and tourism revenues for the four Atlantic Provinces.

Federal Departments/Agencies (50% of funding)

• Atlantic Canada Opportunities Agency (50% of funding)
• Canadian Tourism Commission (may partner on marketing initiatives on an ad-hoc basis)

Provincial Governments (30% of funding)

• Province of New Brunswick - Business New Brunswick and the Department of Tourism and Parks
• Province of Nova Scotia - Department of Tourism and Culture
• Province of Prince Edward Island - Department of Tourism and Department of Agriculture, Fisheries and Aquaculture;
• Province of Newfoundland and Labrador - Department of Tourism, Culture and Recreation

Private Sector Organizations (20% of funding)

• Hospitality Newfoundland and Labrador
• Tourism Industry Association of Nova Scotia
• Tourism Industry Association of New Brunswick
• Tourism Industry Association of Prince Edward Island

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 co‑ordination on a pan‑Atlantic scale and combine limited resources to co‑ordinate 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).

• increased number of new exporters;
• existing exporters reporting sales to new markets; and
• existing exporters reporting increased sales to existing markets.

Since the original IBDA commenced in 1994, the Agency and its partners have administered over 177 projects involving some 2,500 Atlantic Canadian companies. The IBDA has assisted 172 companies to begin exporting, 313 exporters to increase their export sales, and 219 exporters to expand into new markets.

• ACOA (lead department - 70% funding)
• Foreign Affairs and International Trade Canada - non‑funding partner
• Industry Canada - non‑funding partner

Provincial governments (30% funding)

• Business New Brunswick
• Nova Scotia Business Inc.Newfoundland and Labrador Department of Innovation, Trade and Rural Development
• Prince Edward Island Business Development Inc.

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 (especially 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/

• increase export‑readiness of Atlantic Canadian SMEs;
• develop new partnerships/alliances between Atlantic Canadian SMEs and companies in target markets; and
• increase Atlantic Canadian SME export sales to new and established markets, as well as raise awareness of Atlantic Canada in these markets.

As of November 2007, Team Canada Atlantic had completed 13 missions to United States markets, involving 490 companies and more than 3,380 business meetings, and resulting in nearly $41 million in actual sales.

• ACOA
• Foreign Affairs and International Trade Canada - non‑funding partner
• Agriculture and Agri‑Food Canada (AAFC) - $6,000/mission

AAFC $132,000

ACOA $55,000 (O&M)

AAFC $7,000