ARCHIVED - Atlantic Canada Opportunities Agency

Name of Horizontal Initiative

Atlantic Canada Tourism Partnership

Name of Lead Department

ACOA

Lead Department Program Activity

Enterprise Development

Start Date of the Horizontal Initiative

April 1, 2006

End Date of the Horizontal Initiative

March 31, 2009

Total Federal Funding Allocation (start to end date)

$9.95 million

Description of the Horizontal Initiative (including funding agreement)

Tourism offers significant opportunities for economic growth and social development in Atlantic Canada. The sector is important to the economic prosperity of Atlantic Canada. Visitor spending injects $3.29 billion into the regional economy. Tourism employs over 110,000 Atlantic Canadians and represents 5.5% of the region's GDP, compared with 2.3% nationally. The Atlantic Canada Tourism Partnership (ACTP) was established in 1991 to promote the 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. For the past 18 years, ACOA has worked with provincial and industry partners to maximize the economic benefits of this sector.

To continue making inroads in key markets, and to continue to bolster the region's tourism industry, the ACTP launched its sixth consecutive multi-year international tourism marketing initiative. This three-year project (fiscal years 2006-2007 to 2008-2009), valued at $19.95 million, supports integrated, research-driven consumer, trade and media relations campaigns 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 Marketing Program - 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 Program - to pursue tourists from the United Kingdom, France, Germany and Japan markets through integrated marketing techniques.

The cost-sharing for this partnership is 50% ($9.975 million) from ACOA, 30% ($5.985 million) from the 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 partnership-related activities (e.g. trade registrations and trade partnerships). For further information, see the ACTP website at http://www.actp-ptca.ca/index.html.

Shared Outcomes

The goal of the ACTP is increased tourism-related visitation and revenues from targeted markets.

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.

Governance Structures

The activities of the ACTP are governed by a management committee comprising the presidents of the four tourism industry associations, the four provincial deputy ministers responsible for tourism, and two representatives of ACOA. The management committee is responsible for the administration and management of the partnership agreement, approving work plans and budgets, program evaluation, and overseeing the work of its marketing committee. The marketing committee undertakes activities that are coordinated by federal, provincial and industry representatives, and is responsible for implementing ACTP initiatives. A secretariat (annual budget $300,000) oversees the day-to-day operations of the ACTP and is responsible for implementing a communications strategy, as well as annual and end-of-agreement evaluations of the partnership.

Partners:

ACOA is the sole federal funding department. The ACTP partners with the Canadian Tourism Commission on international research and marketing initiatives, on an ad-hoc basis.

Federal departments/agencies:

• 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

Federal Partner	Federal Partner Program Activity	Name of Program for Federal Partner	Total Federal Funding Allocation (Start to End Date)	Planned Spending for 2008-2009	Actual Spending for 2008-2009	Expected Results for 2008-2009	Results Achieved in 2008-2009
ACOA	Enterprise Development	United States / Western Canada Marketing Program	$8.3 million	$2.77 million	$2.77 million	Return on investment: measurable tourism revenues generated per partner dollar invested in integrated marketing/media campaigns: $14 to $1	$16.99 to $1.00
						Number of visitor parties related to the marketing program: 30,000	48,000 visitor parties
						Dollar amount of visitor spending on goods/services related to the marketing program: $38.78 million	$66.91 million
		Overseas Marketing Program	$1.2 million	$0.4 million	$0.4 million	Return on investment: measurable tourism revenues generated per partner dollar invested in integrated marketing/media campaigns: $6 to $1	$6.10 to $1.00
						Partnerships formed with overseas tour wholesalers: 20	34 partnerships
						Dollar amount of visitor spending on goods/services resulting from the Overseas Tour Wholesaler partnerships: $2.4 million	$5.5 million

Comments on Variances

The consumer and trade marketing campaigns outperformed expectations.

Results to be Achieved by Non-federal Partners (if applicable)

Not applicable.

Contact information

Rob McCloskey
Director General, Tourism Atlantic
Atlantic Canada Opportunities Agency
P.O. Box 40
Charlottetown, P.E.I. C1A 7K2
Telephone: 902-626-2479
Email: rob.mccloskey@acoa-apeca.gc.ca

Name of Horizontal Initiative

International Business Development Program (supporting the International Business Development Agreement)

Name of Lead Department

ACOA

Lead Department Program Activity

Enterprise Development

Start Date of the Horizontal Initiative

April 11, 2005

End Date of the Horizontal Initiative

March 31, 2010

Total Federal Funding Allocation

$7.0 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, the Department of Foreign Affairs and International Trade, 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 $2 million and three years, and, in 2000, for $8 million and four years. Funding was cost-shared 70/30 by the federal (ACOA) and provincial governments.

In 2005, with $7 million from its International Business Development Program (IBDP), ACOA entered a new agreement with its federal and provincial partners to continue the work done in previous years. The commitment to this new 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

Shared Outcome

The shared outcomes for the IBDA partners support ACOA's trade priority, and are:

• 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 230 projects involving some 4,000 Atlantic Canadian companies. The IBDA assisted 193 companies to begin exporting, 406 exporters to increase their export sales, and 279 exporters to expand into new markets.

Governance Structure

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 government (70% funding)

• ACOA (lead department)
• Department of Foreign Affairs and International Trade - 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.

Federal Partner	Federal Partner Program Activity	Name of Program for Federal Partner	Total Federal Funding Allocation (Start to End Date)	Planned Spending for 2008-2009	Actual Spending for 2008-2009	Expected Results		Results Achieved in 2008-2009
						For the life of the 5-year agreement (2005-2006 through 2009-2010)	For 2008-2009
ACOA	Enterprise Development	International Business Development Program	$7.0 million	$1.7 million	$1.8 million	Increase the number of new exporters: 40 companies	8 companies	12 companies
						Existing exporters reporting sales to new markets: 75 companies	20 companies	25 companies
						Existing exporters reporting increased sales to existing markets: 150 companies	30 companies	33 companies

Comments on Variances

Projects were more successful than planned.

Results to be achieved by non-federal partners (if applicable)

Not applicable.

Contact information

Michel T�tu
Director General, Trade and Investment
Atlantic Canada Opportunities Agency
P.O. Box 6051
Moncton, N.B. E1C 9J8
Telephone: 506-851-6496

Name of Horizontal Initiativ

Team Canada Atlantic

Name of Lead Department

ACOA

Lead Department Program Activity

Enterprise Development

Start Date of the Horizontal Initiative

April 1999

End Date of the Horizontal Initiative

March 31, 2010

Total Federal Funding Allocation

$11.27 million

Description of the Horizontal Initiative (including funding agreement)

Team Canada Atlantic (TCA) is a partnership of ACOA and the four Atlantic provinces, with support from Agriculture and Agri-Food Canada, Industry Canada, Foreign Affairs and International Trade Canada, and Enterprise Cape Breton Corporation.

At 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 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. For further information, see the TCA website at www.teamcanadaatlantic.com.

Shared Outcome

The objectives of the TCA trade missions are:

• to increase export-readiness for Atlantic Canadian small and medium-sized enterprises (SMEs);
• to develop new partnerships/alliances between Atlantic Canadian SMEs and companies in target markets;
• to increase export sales of Atlantic Canadian SMEs to new and established markets; and
• to raise awareness in these markets of Atlantic Canada as a profitable business location.

As of March 2009, Team Canada Atlantic had completed 15 missions to United States markets, involving 590 companies and more than 3,906 business meetings, and resulting in more than $49 million in actual sales.

Governance Structure

A management committee, comprising senior officials of ACOA, Foreign Affairs and International Trade Canada, and provincial governments is the decision-making body that directs and oversees the coordination and implementation of the TCA missions. The TCA organizing committee is responsible for organizing the missions, and includes representation from the four provincial trade departments in Atlantic Canada, Foreign Affairs and International Trade Canada, Agriculture and Agri-Food Canada, and the Team Canada Atlantic Secretariat. The secretariat, housed at ACOA, is responsible for the overall coordination and implementation of the TCA missions.

Partners

• ACOA
• Foreign Affairs and International Trade Canada - non-funding partner
• Agriculture and Agri-Food Canada (AAFC) - $7,000/mission

Federal Partner	Federal Partner Program Activity	Name of Program for Federal Partner	Total Federal Funding Allocation (Start to End Date)	Planned Spending for 2008-2009	Actual Spending for 2008-2009	Expected Results for 2008-2009	Results Achieved in 2008-2009
ACOA	Enterprise Development	Team Canada Atlantic	$11.14 million	$274,000 (G&C) $55,000 (O&M)	$362,760 (G&C) $56,223 (O&M)	SMEs that have increased export-readiness: 40	37
						New exporters: 5	9
						Exporters developing new markets: 5	24
AAFC	Markets and International	Team Canada Atlantic	$132,000	$7,000	$7,000	Forecasted export sales by SMEs: $30 million	$24.18 million

Comments on Variances

The increase in recruitment efforts by ACOA and provincial officials contributed to the increase in the number of exporters developing new markets.

Results to be Achieved by Non-federal Partners (if applicable)

As Team Canada Atlantic is a federal-provincial initiative, the targeted results are the same for all partners.

Contact information:

Michel T�tu
Director General, Trade and Investment
Atlantic Canada Opportunities Agency
P.O. Box 6051
Moncton, N.B. E1C 9J8
Telephone: 506-851-6496