Province signs tourism deal to spur economic growth and travel

Saturday, February 24, 2024

Nova Scotia has recently entered a fresh agreement with the Government of Canada and other Atlantic provinces to bolster tourism growth in the region.

The Atlantic Canada Agreement on Tourism is geared towards backing research and marketing efforts that position Atlantic Canada as a premier vacation spot in crucial 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), along with the tourism departments of Nova Scotia, Newfoundland and Labrador, New Brunswick, and Prince Edward Island, in addition to the four provincial tourism industry associations.

For over three decades, the Atlantic provinces and the Government of Canada have maintained partnership agreements to foster tourism expansion in the region. This renewed 4.5-year collaboration emphasizes ongoing efforts such as national and international advertising campaigns, travel trade engagements, travel media initiatives, and partnerships aimed at enhancing air access to the region.

Key Points:

• The Government of Canada revealed the agreement on February 21 in St. John’s, Newfoundland and Labrador.
• The agreement spans from October 1, 2023, to March 31, 2028.
• ACOA will contribute 60 percent of the funding ($18 million), while the four Atlantic provinces will split the remaining 40 percent ($12 million).
• The previous agreement, active from 2020 to 2023, ended on September 30, 2023.
• The four provincial tourism industry associations include the Tourism Industry Association of Nova Scotia, Tourism Industry Association of New Brunswick, Tourism Industry Association of Prince Edward Island, and Hospitality Newfoundland and Labrador.

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