The Voice of the PEI Tourism Industry


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Atlantic Canada Agreement on Tourism

Who we are
The Atlantic Canada Agreement on Tourism (ACAT) is a unique and successful marketing initiative that brings together the Atlantic Canada Opportunities Agency (ACOA), the four provincial tourism industry associations and the provincial departments responsible for tourism in New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island.

Our mission
ACAT's mission is clear - to grow tourism in Atlantic Canada.

What we do
ACAT utilizes a research-based approach to focus its marketing efforts in the United States and in the United Kingdom. Funding for the three-year, $19.95 million Atlantic Canada Agreement on Tourism is cost-shared among all partners. Fifty percent is contributed by the Atlantic Canada Opportunities Agency, 33% by the four Atlantic Provinces and 17% by the region’s four Tourism Industry Associations.

How we do it
ACAT is dedicated to promoting Atlantic Canada as a leading vacation destination in key American and Overseas markets. Its mission is to 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.  ACAT markets Atlantic Canada as a preferred vacation destination through integrated direct-to-consumer advertising, travel trade partnerships and media relations activities.


Our Results

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. As a result of ACAT’s efforts, the region’s tourism industry is better able to reach target markets while focusing on high potential international travelers with an interest in the tourism experiences offered throughout the Atlantic region.

What's New at  ACAT

Tourism Research

ACAT recognizes the importance of being able to communicate research in a manner that can be easily read, understood and strategically applied by destination marketing organizations, tourism associations, governments and individual tourism operators.
To provide this content and to promote better usage of its research, ACAT has developed research summaries of its consumer and travel trade research. Visit or to access the summaries or full reports.

For more information please contact, Colleen Bowes at or 902-566-1096