About the ACAT

The Atlantic Canada Agreement on Tourism (ACAT) in support of 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.

The ACAT’s mission is simple – grow the tourism industry in Atlantic Canada, which today represents $4.89 billion annually for the region’s economy and 57,000 full time equivalent jobs for Atlantic Canadians. The ACAT 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, the ACAT markets Atlantic Canada with major consumer advertising campaigns, travel trade programs and media relations activities.

The ACAT delivers strong results. The initiative generated $217.5 million in tourism revenue for Atlantic Canada in 2015 and 2016. That represents a return of $26.90 for every dollar invested in its marketing campaigns. Thanks to the ACAT, more visitors from the United States and around the world are discovering Atlantic Canada’s charms.

The ACAT is a powerful example of the benefits of government working with the tourism industry in pursuit of shared goals. It allows the four provinces to penetrate markets that are mostly inaccessible individually; intensify their international tourism marketing efforts; generate marketing economies and efficiencies and extend the reach and frequency of provincial and tourism brands in the United States and delivers a regional “Atlantic Canada” brand into priority overseas markets.

Funding for the 2015-2018 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.

ACAT Management Committee Members include:

New Brunswick:

Newfoundland and Labrador:

Nova Scotia:

Prince Edward Island:

ACOA:

  • Patrick Dorsey – Vice President, ACOA , P.E.I. and Tourism
  • Rob McCloskey- Director General, Tourism Atlantic (ACOA)

Non-Voting Members:

  • David Goldstein, President and CEO, Destination Canada
  • Kevin Mouflier – Secretariat, ACAT