Governments of Canada and the Atlantic Provinces investing $30 million to boost tourism across the region – Canada.ca
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, United Kingdom and Germany. The 2023-2028 Atlantic Canada Agreement on Tourism is a $30 million federal-provincial-industry partnership that will see the Atlantic Canada Opportunities Agency invest $18 million, and the four Atlantic provinces invest $12 million collectively, over four-and-a-half-years.
How we do it
ACAT is dedicated to promoting Atlantic Canada as a leading vacation destination in key domestic and international markets. Its mission is to grow the tourism sector in Atlantic Canada which today represents over 7,500 businesses employing over 111,000 full and part-time workers. ACAT markets the four provinces of Atlantic Canada as a preferred vacation destination through national and international marketing campaigns, travel trade partnerships, media relations activities and airline partnerships to promote direct air access to Atlantic Canada.
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.
The key findings of ACAT research initiatives will be released as they become available.
In 2026, ACAT completed consumer research in the United States and Germany. These research initiatives provide each Atlantic Province with a more detailed view of travellers’ awareness of and familiarity with each province, as well as key provincial experiences, activities and attributes that might inspire travel. Additionally, these studies assessed the impact of the current geo-political landscape on perceptions of, and current or planned travel to, Atlantic Canada.
The ACAT 2026 US Consumer and Germany Consumer Research final reports, infographics and recordings of key findings are available through the links to the right.
This project has been made possible through funding provided by the Atlantic Canada Agreement on Tourism (ACAT). ACAT is a nine-member pan-Atlantic initiative comprised of the Atlantic Canada Opportunities Agency, the four Atlantic Canada Tourism Industry Associations, and the four Provincial Departments responsible for tourism.
ACAT 2026 US Consumer Research:
Atlantic Canada Key Findings Video
New Brunswick Infographic Report
Newfoundland and Labrador Infographic Report
Nova Scotia Infographic Report
Prince Edward Island Infographic Report
Click here to access the recording of the ACAT 2025 UK Consumer Research webinar.
Click here to access the recording of the ACAT 2024 US Consumer Research Follow-up Study.
Click here to access the recording of the ACAT 2023 US Consumer Research New Brunswick webinar.
Click here to access the recording of the ACAT 2023 US Consumer Research Newfoundland and Labrador webinar.
Click here to access the Recording of the ACAT 2023 US Consumer Research Nova Scotia webinar.
Click here to access the recording of the ACAT 2023 US Consumer Research Prince Edward Island webinar.
For more information please contact, Colleen Bowes at actp@tiapei.ca.