Name of Horizontal Initiative: Atlantic Canada Tourism Partnership

Name of lead department(s): Atlantic Canada Opportunities Agency

Lead department program activity: Community Development

Start date of the Horizontal Initiative: April 1, 2009

End date of the Horizontal Initiative: March 31, 2012

Total federal funding allocation (start to end date): $9,975,000

Description of the Horizontal Initiative (including funding agreement): The Atlantic Canada Tourism Partnership (ACTP) is a nine-member, pan-Atlantic marketing consortium comprised of the Atlantic Canada Opportunities Agency, the four provincial tourism industry associations, and the provincial departments responsible for tourism in Newfoundland and Labrador, Nova Scotia, New Brunswick and Prince Edward Island. ACTP is dedicated to promoting Atlantic Canada as a leading vacation destination in key American and European Pacific markets.

The 2009-2012 ACTP is a $19.95-million agreement that supports:

• fully-integrated marketing strategies (consumer, trade and media relations) based on sound market research, economies of scale, and commonality;
• funding that is incremental to provincial marketing budgets;
• the preservation of provincial brand equity;
• marketing activities being dictated by the marketplace;
• clear and responsive measurement systems of benefit to all four Atlantic provinces; and
• end-of-agreement project evaluations.

Additional information on the Atlantic Canada Tourism Partnership can be found at: http://www.actp-ptca.ca/index.html.

A memorandum of understanding for the renewal of the Atlantic Canada Tourism Partnership was signed on April 1, 2009. This initiative directly supports the Agency's long-term strategic outcome.

Shared outcome(s): The 2009-2012 ACTP is expected to generate $10 in incremental economic activity for every $1 invested in marketing. The three-year revenue target is $190 million in incremental revenues for tourism SMEs in Atlantic Canada.

Governance structure(s): The activities of the ACTP are managed by a ten-person management committee, consisting of the ACOA vice-president responsible for tourism and the director general of Tourism Atlantic; the four provincial deputy ministers responsible for tourism; and the four tourism industry association presidents (or their permanent designates). Decisions of this management committee are by consensus. Six members constitute a quorum, provided all four provinces are represented, with both government and industry present, as well as ACOA. A Canadian Tourism Commission representative sits as an ex-officio member of the management committee.

The management committee is responsible for the administration and management of the agreement, allocation of annual budgets on a per market basis, approval of annual program work plans and budgets, and evaluations of program activities. It oversees the work of a marketing committee, develops and oversees a communications policy, and provides program interpretation and dispute resolution.

Planning highlights: Each year (including 2010-2011) the marketing committee researches and prepares fully integrated consumer advertising, and travel trade and media relations marketing strategies, all for the management committee's approval. These strategies will be implemented by program managers, who report directly to the marketing committee.

Federal Partner: Atlantic Canada Opportunities Agency.

($ millions)

Federal Partner Program Activity (PA)	Names of Programs for Federal Partners	Total Allocation (from Start to End Date)	Planned Spending for 2010-11	Expected Results for 2010-11
Community Development	Atlantic Canada Tourism Partnership	$9,975,000	$3,325,000	$55.2 million in export revenues
Total		$9,975,000	$3,325,000	$55.2 million in export revenues

Expected Results:

$55.2 million in export revenues in each year of the partnership
$165.6 million in export revenues during the life of the partnership

Total Allocation For All Federal Partners (from Start to End Date)	Total Planned Spending for All Federal Partners for 2010–11
$9,975,000	$3,325,000

Results to be achieved by non-federal partners (if applicable):
$10 in tourism revenues for every $1 investment in marketing.

Contact information:

Rob McCloskey
Director General, Tourism Atlantic
Atlantic Canada Opportunities Agency
P.O. Box 40
Charlottetown, Prince Edward Island
C1A 7K2
Telephone: 902-626-2479
E-mail: Rob.McCloskey@acoa-apeca.gc.ca

Name of Horizontal Initiative: International Business Development Agreement (IBDA)

Name of lead department(s): Atlantic Canada Opportunities Agency

Lead department program activity: Enterprise Development (program sub-activity: Trade)

Start date of the Horizontal Initiative: April 11, 2005

End date of the Horizontal Initiative: March 31, 2011

Total federal funding allocation (start to end date): $8.4 million

Description of the Horizontal Initiative (including funding agreement): In May 1994, ACOA entered into an agreement (Canada/Atlantic Provinces Agreement on International Business Development, also known as IBDA) with the four Atlantic provinces, Foreign Affairs and International Trade Canada, and Industry Canada to “undertake specific measures to optimize regional coordination on a pan-Atlantic scale and combine limited resources to coordinate trade-related activities”. With an initial investment in 1994 of $3 million for three years, the agreement was extended in 1997 for an additional three years and $2 million, and in 2000 for $8 million and an additional four years. Funding was cost-shared 70/30 by the federal (through ACOA's IBDP) and the provincial governments.

In 2005 with $7 million from its IBDP, ACOA entered into a new IBDA with its federal and provincial partners to continue the work done in previous years. The commitment to this IBDA, 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.

More information can be found on the IBDA home page: http://www.acoa-apeca.gc.ca/English/ibda/Pages/HomePage.aspx

Shared outcome(s):
The shared outcomes for the IBDA partners support ACOA's priorities for trade, and are (1) increased number of new exporters; (2) existing exporters reporting sales to new markets; and (3) existing exporters reporting increased sales to existing markets.
Since the original IBDA commenced in 1994, the Agency and its partners have administered over 230 projects involving some 4,000 Atlantic Canadian companies. The IBDA assisted 192 companies to begin exporting, 405 exporters to increase their export sales, and 278 exporters to expand into new markets.

Governance structure(s): 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.

Partners:
Federal departments and agencies (70% funding):
ACOA (lead department)
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.

Planning highlights: The IBDA will continue to build upon its accomplishments to date, its extensive experience, and lessons learned to further contribute to sustained growth in international business for the Atlantic region. Through its four key elements, the IBDA will (1) expose sectors and companies to export market opportunities and ensure that they are well prepared with the capability, knowledge and information required for developing international business; (2) develop longer-term strategies and implementation plans for international business development and undertake supporting research on companies' needs and best practices; (3) assist sectors and companies by obtaining market intelligence and contacts, identifying international market opportunities and applying this knowledge to trade development activities; and (4) undertake business activities that support sector export development strategies and contribute to contacts, alliances and ultimately sales for both existing and new exporters.

Federal Partner: ACOA (lead department)

Federal Partner Program Activity	Names of Programs for Federal Partners	Total Allocation (from Start to End Date)	Planned Spending for 2010-11	Expected Results for 2010-11
Enterprise Development	International Business Development Agreement (IBDA)	$8,400,000	$1,400,000	8 new exporters 20 existing exporters reporting sales to new markets 30 companies reporting increased sales to existing markets
Total		$8,400,000	$1,400,000

Expected results: The expected results will be an increase the number of new exporters, an increase in sales for existing exporters in their existing markets, and an increase in sales for existing exporters in new markets. These targets will be achieved by involving Atlantic companies in training and awareness activities (just-in-time, one-on-one and sector-specific training seminars and workshops), planning and research (development of sector export strategies), market information and intelligence (market studies and in-market consultants) and international business development activities (trade shows, incoming and outgoing missions, etc.). To measure success, progress surveys will demonstrate:
(1) Training and Awareness: the number of companies that have an increased knowledge of their target markets, that are reporting that the training contributed to establishing new alliances, partners brokers or distributors, that are committing more time and money to initiate/expand export activities, etc.;
(2) Planning and Research: the extent to which industries are bringing better thought out and longer-term projects, the degree to which results of studies are reflected in program planning and project proposals, etc.;
(3) Market Information and Intelligence: the number of companies that report first time sales to targeted markets, report new alliances, etc.; and
(4) International Business Development Activities: the number of companies reporting increased sales, investment in time and money in targeted markets, new alliances, pursuing leads, developing new market strategies, etc.

Federal partner: Foreign Affairs and International Trade Canada

Federal Partner Program Activity	Names of Programs for Federal Partners	Total Allocation (from Start to End Date)	Planned Spending for 2010-11	Expected Results for 2010-11
International Commerce	IBDA	$0	$0	Same as ACOA
Total		$0	$0

Expected results: Same as ACOA

Federal Partner: Industry Canada

Federal Partner Program Activity	Names of Programs for Federal Partners	Total Allocation (from Start to End Date)	Planned Spending for 2010-11	Expected Results for 2010-11
Internal Services	IBDA	$0	$0	Same as ACOA
Total		$0	$0

Expected results: Same as ACOA.

Total Allocation For All Federal Partners (from Start to End Date)	Total Planned Spending for All Federal Partners for 2010–11
$8,400,000	$1,400,000

Results to be achieved by non-federal partners (if applicable): Same as for federal partners.

Contact information:
Michel Têtu
Director General, Trade and Investment
Atlantic Canada Opportunities Agency
P.O. Box 6051
Moncton, New Brunswick
E1C 9J8
Tel: 506-851-6496
E-mail: Michel.Tetu@acoa-apeca.gc.ca