Nova Scotia inks tourism growth deal with government of Canada and Atlantic provinces

Wednesday, February 28, 2024

Nova Scotia has entered into a fresh agreement with the Government of Canada and fellow Atlantic provinces to bolster tourism growth across the region. The Atlantic Canada Agreement on Tourism is geared towards backing research and marketing endeavors aimed at positioning Atlantic Canada as a premier vacation spot in pivotal tourism markets.

“Working collaboratively through the Atlantic Canada Agreement on Tourism, Nova Scotia is able to reach more potential visitors and keep Atlantic Canada top of mind as a vacation destination,” said Allan MacMaster, Minister of Communities, Culture, Tourism and Heritage. “We are able to work with our neighbouring provinces to highlight our region as an exciting place to travel and encourage tourism spending in our communities.”

The agreement encompasses the Atlantic Canada Opportunities Agency (ACOA), as well as the provincial tourism departments of Nova Scotia, Newfoundland and Labrador, New Brunswick, and Prince Edward Island, along with the four provincial tourism industry associations.

For over three decades, the Atlantic provinces and the Government of Canada have forged partnership agreements aimed at fostering tourism expansion within the region. The latest 4.5-year accord underscores continued cooperation, focusing on national and international advertising initiatives, travel trade engagement, media outreach, and collaborative efforts to enhance air connectivity to the region.

Quotes: 

“Like Yarmouth, Gros Morne, and all the magical places in Atlantic Canada, we know how important the visitor economy is to our region’s success. ACAT is a trailblazing partnership that other regions look to as an example of what can be accomplished when governments and industry have a shared vision, and work together to deliver results.”
— Gudie Hutchings, federal Minister of Rural Economic Development and Minister responsible for the Atlantic Canada Opportunities Agency

“Collaboration between the tourism industry, provincial and federal governments is critical to growing tourism in Nova Scotia, particularly as the industry works to recover from the impacts of the pandemic. We’re happy to be part of this renewed commitment to promote Atlantic Canada as a leading destination.”
— Darlene Grant Fiander, President, Tourism Industry Association of Nova Scotia

Key Points:
– The Government of Canada unveiled the agreement today, February 21, in St. John’s, Newfoundland and Labrador.

-The agreement extends from October 1, 2023, to March 31, 2028.

– ACOA will fund 60 per cent ($18 million), while the remaining 40 per cent ($12 million) will be split among the four Atlantic provinces, in line with previous agreements.
– The previous agreement from 2020-2023 concluded on September 30, 2023.
– The four provincial tourism industry associations involved are the Tourism Industry Association of Nova Scotia, the Tourism Industry Association of New Brunswick, the Tourism Industry Association of Prince Edward Island, and Hospitality Newfoundland and Labrador.

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