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October 4, 2006
For immediate release

Travel Trade Show Promotes Atlantic Canada as a World-Class Vacation Destination


The North American motor coach industry will see first-hand all that Atlantic Canada has to offer as a travel destination during Atlantic Canada Showcase, a travel tradeshow that gets underway today in Charlottetown.

This three-day event brings together representatives from the North American motor coach industry and representatives from the Atlantic Canada tourism industry through a series of pre-scheduled meetings. The meetings provide Atlantic Canadian tourism operators with an opportunity to market their products to tour operators looking for new and interesting tourism experiences to offer their clients.

“Canada's New Government understands that a strong tourism sector is key to strengthening the Atlantic economy,” said the Honourable Peter MacKay, Minister of Foreign Affairs and Minister of the Atlantic Canada Opportunities Agency (ACOA). “Atlantic Canada Showcase will provide the travel trade with the information and resources they need to promote Atlantic Canada as a must-see travel destination.”

At this year’s event, approximately 170 Atlantic Canadian travel industry participants representing 116 companies will meet more than 50 buyers from 42 North American companies, with the clear objectives of selling the region’s tourism products and building relationships with key tour operators.

“The Province of Prince Edward Island is proud to be the host of this year’s event,” said Honourable Philip Brown, Minister of Tourism for Prince Edward Island. “Showcase is a tremendous opportunity for Atlantic Canada to demonstrate the world-class product we have to offer by bringing buyers into the region to experience our local beauty, history, culture and hospitality first-hand. The event provides a one-stop shopping opportunity for tour packaging and increases the awareness of our region to key players in the North American travel industry.”

In addition to the networking opportunities at the Atlantic Canada Showcase, participants will take advantage of pre-packaged familiarization (FAM) tours in each of the four Atlantic provinces. These tours are scheduled to take place immediately before and after the Showcase.

“We are delighted to showcase our beautiful region, as well as our many partners in tourism from across Atlantic Canada,” said Tracey Singleton, chair of the Atlantic Canada Showcase 2006. “Atlantic Canada Showcase offers buyers a unique opportunity to truly experience Atlantic Canada first-hand. We look forward to the many new business partnerships and friendships that will evolve over the next couple of days.”

“Seeing is believing, and seeing Canada’s east coast is the best way for North American tour operators to appreciate all that we have offer to their customers,” said Judy MacDonald, President of the Tourism Industry Association of Prince Edward Island. “I am confident that once these tour operators learn more about our region, they will include us in their tour packaging.”

The Atlantic Canada Showcase is presented by the Atlantic Canada Tourism Partnership (ACTP), a nine-member, pan-Atlantic partnership comprised of ACOA, the provincial government departments responsible for tourism, and the four Atlantic Canada tourism industry associations.


About the Atlantic Canada Tourism Partnership (ACTP):

ACTP is a nine-member, pan-Atlantic partnership comprised of the Atlantic Canada Opportunities Agency, the four Atlantic provinces, and the four provincial tourism industry associations. Funding for the 2006-2009 initiative, valued at $19.95 million, is cost-shared by the partners, with 50 per cent contributed by ACOA, 30 per cent contributed by the four Atlantic provinces and 20 per cent contributed by the four tourism industry associations in Atlantic Canada.

Founded in 1991, ACTP delivers fully integrated, research-driven media relations, consumer advertising, and travel trade marketing programs designed to attract leisure travellers to Atlantic Canada from key United States, Western Europe and Japanese markets.

About Atlantic Canada Showcase:

Since its inception in 1994, Atlantic Canada Showcase has been hosted by cities in each of the four Atlantic provinces. The main goal of the biannual event is to grow Atlantic Canada’s tourism industry by increasing motor coach activity and integrating the region as a travel destination in more North American tour packages. It also encourages Atlantic Canadian tourism businesses to introduce new and unique packages in the marketplace, and provides a venue for encouraging year-round tourism in Atlantic Canada.

Media Contact: Sherry MacDougall
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