The Atlantic Canada Tourism Partnership (ACTP) brings together the Atlantic Canada Opportunities Agency (ACOA), the provincial departments responsible for tourism in New Brunswick
, Newfoundland and Labrador
, Nova Scotia
and Prince Edward Island
and the four provincial tourism industry associations.
ACTP’s mission is simple – grow the tourism industry in Atlantic Canada, which today represents $3.24 billion annually for the region’s economy and employs over 110,000 people. ACTP expands the industry through two research-driven marketing campaigns, one promoting the Atlantic Canadian provinces in the United States and a second in key overseas markets. In both programs, ACTP markets Atlantic Canada with major consumer advertising campaigns, travel trade programs and media relations activities.
ACTP delivers strong results. The partnership generated $280.8 million in tourism revenue for Atlantic Canada during its 2006 - 2009 Agreement. That represents a return of $18.1 for every dollar invested in its marketing campaigns. Thanks to ACTP, more visitors from the United States and around the world are discovering Atlantic Canada’s charms.
ACTP is a powerful example of the benefits of government working with the tourism industry in pursuit of shared goals. Since 1994, ACTP has successfully promoted and marketed the Atlantic provinces. Funding for the 2009-2012 initiative, valued at $19.95 million, is cost-shared by the partners, with 50 per cent contributed by ACOA, 33 per cent contributed by the four Atlantic provinces and 17 per cent contributed by the four tourism industry associations in Atlantic Canada.
ACTP Management Committee Members include:
New Brunswick:
- Joanne Bérubé Gagné – President, Tourism Industry Association of New Brunswick
- Ellen Barry – Deputy Minister, Department of Tourism and Parks
Newfoundland and Labrador:
- Roger Jamieson – Past President, Hospitality Newfoundland and Labrador
- Cathy Duke – Deputy Minister, Department of Tourism, Culture and Recreation
Nova Scotia:
- Nicholas Carson – Past Chairman, Tourism Industry Association of Nova Scotia
- Laura Lee Langley – Acting Deputy Minister, Department of Tourism, Culture and Heritage
Prince Edward Island:
- Thom MacMillan – President, Tourism Industry Association of Prince Edward Island
- Melissa MacEachern – Deputy Minister, Department of Tourism
ACOA:
- Patrick Dorsey – Vice President, ACOA, P.E.I. and Tourism
- Rob McCloskey- Director General, Tourism Marketing (Tourism Atlantic)
Non-Voting Members:
- Charles McKee, Vice President International, Canadian Tourism Commission
- Don Cudmore – Secretariat, ACTP
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