Pillar 1: Optimize tourism enabling environment

Timeframe: Ongoing

Notes

1A. Create a Tourism Strategy Implementation Committee 

The Tourism Strategy was launched with an industry-facing presentation at the Tourism Industry Partners Conference on April 19, 2024 at the Delta Prince Edward.

The Implementation Committee's first meeting was June 25, 2024 with the following members: 

• Corryn Clemence, CEO, TIAPEI (co-chair); 
• Kent MacDonald, CEO, Tourism PEI (co-chair); 
• David Groom, President, Quality Inn & Suites and Brothers 2 Restaurant; 
• Kirk Nicholson, Owner / Operator, Avis Budget Group; and 
• Terry Nabuurs, Owner, Wheelhouse Restaurant in Georgetown.

A web presence has been established to house and report on Growing Tourism Together, PEI's five-year tourism strategy.

An Implementation Committee meeting was held on September 18, 2024.

1B. Address the tourism mindset in PEI.

TIAPEI launched the Powered by Tourism campaign in June 2024 to showcase the connection between tourism and community. It highlights that tourism revenues support healthcare, education, affordable housing and other sectors. 

Visit TourismPEI.com/Industry/News for success stories and relevant tourism industry news in all seasons.

1C. Address tourism funding shortfall through an alternative funding model.

 Tourism PEI's Research and Analytics has begun compiling secondary information to support future research efforts. 

1D. Develop tourism opportunities in all regions of PEI

The Jack Frost Festival returned in 2024 with the Brookvale Nordic site used for the snow kingdom for the first time.

The TIAPEI tourism training series continued with the following session recently: Uncharted Waters: How and why to package your tourism product with Sandi Lowther; Respect in the workplace with Ann Worth and Festivals and events masterclass with Tracey Singleton.

1E. Encourage communities across PEI to prioritize tourism

Tourism PEI conducted a comprehensive study on PEI Resident Sentiment on tourism (2022). Destination Canada established a new Wealth and Wellbeing Index as a proxy for industry health over economic, environmental, social-related factors.

Destination Canada has establish a new Wealth and Wellbeing Index as an overall proxy for the health of the industry over economic, environmental, and social-related factors.

1F. Focus on attracting entrepreneurs and investors to tourism. 

More updates coming soon.

1G. Continue to address workforce challenges

TIAPEI hosted three spring tourism job fairs, delivered high school presentations and continued advocacy with Immigration PEI to support newcomers working in tourism on PEI.

TIAPEI sits on several Holland College advisory committees including the Hotel and Restaurant Operations Management Advisory Committee, Tourism and Travel Event Management Advisory Committee and Culinary Arts Advisory Committee.

1H. Transportation

Strong progress was made in the 2023 season with the continuation of Turo, reinstatement of KARI ride-share services and an increase in rental vehicle inventory. Public transit routes from cities to North Shore communities were reoffered. An extra shuttle service was launched to and from the airport, which combined with a lower number of flights (but higher seat capacity), alleviated some stress on transportation from the airport. 

Air Canada summer (June to September 2024) seat capacity is up 305% vs 2019, and 12% for the full calendar year.

WestJet summer capacity is up 81% in 2024 with the addition of 3x weekly Toronto service and expanded season for Calgary flights.

Flair capacity to Toronto and Kitchener-Waterloo is up 10% for the 2024 summer season.

Tourism PEI is running fully integrated marketing campaigns in Edmonton and Calgary to support WestJet flights from these cities. Advertising in Ottawa has been increased to year-round in support of Porter flights and Kitchener-Waterloo was included in Tourism PEI's media buy, due to Flair flight.

Porter has completed its first full winter operation at YYG and is back to 2x per day service during the 2024 peak summer.

In February 2024, the Province announced that rural transit routes from Summerside and Charlottetown would provide daily service to Cavendish and north shore area in June, July and August. Stops include Kensington, Stanley Bridge, Cavendish, North Rustico, Oyster Bed and Winsloe.

The Province has announced the expansion of the Confederation Trail by 1,076 metres to provide walkers and cyclists with a safe connection to the Wood Island's ferry terminal.

The federal government purchased a second vessel - Norwegian-flagged MV Fanafjord - which is estimated to enter service in 2024.

There was a record-setting volume of enplanements and deplanements at YYG in August. Year-to-date, air traffic is up 5% over 2023 and 9% over 2019, as of August 31, with new monthly records set in May, June, July, and August.

1I. Engage non-profit and economic-development organizations

Central Coastal Tourism Partnership is working with CDC, CBDC, KACC and rural development to improve understanding of tourism entrepreneur's needs and to showcase the unique struggles facing the industry.

NCCTAP participates in quarterly meetings with many stakeholders (CBDC, Innovation PEI, Community Navigators, Develop West Prince, ACOA, and Rural and Regional Development) within the Rural Action Centre.

In June 2024, NCCTAP held a meeting with the non-profit accommodations in the region (Northport Inn, Heritage Inn, West Point Lighthouse Inn) to explore what could be done to assist the operators.

IETG is working with Sonia Dixon of Rural and Regional Development, Charlie Desroches (independent tour guide), Darlene Harris (Stone's Throw B&B) and the Town of Three Rivers to explore utilizing ABCD (asset-based community-driven development) approach in our region.

IETG is working with Central Dev Corp and applied for funding to conduct a feasibility plan for operating their St. Peter's building year round.

1J. Support non-profit organizations developing tourism products and experiences. 

The Multi-Season Tourism Micro-Grant Program provides members of PEI's Regional Tourism Associations (RTAs) and Destination Management Organizations (DMOs) the opportunity to work with operators to drive new business during the off-peak seasons and to test new engaging activations with potentially new audiences while minimizing risk.

The 2024/25 Seasonal Extension Tourism Product Development Fund is being reoffered through the RTAs/DMOs. Tourism operators in the for-profit and non-profit sectors may apply for up to $7,500 non-repayable grant to initiate and deliver new products. Projects may begin anytime after October 1 and be complete by May 31, 2025.