Tourism PEI and NHL Announce Partnership
Published February 13, 2024 | Tourism PEI
Today Tourism PEI and the NHL announced a multiyear North American partnership, naming Prince Edward Island the Official Travel Destination Partner of the NHL.
This new partnership is directly aligned with the 2022-23 PEI Tourism Strategy to fundamentally shift tourism to drive higher revenue / higher yield visitors year-round with a focus in the Ontario and New England markets.
Having the recognition of being the official travel destination partner of the NHL reinforces the Island as a premier vacation destination. Tourism PEI can now leverage an array of marketing assets to target the NHL’s audience through the league's vast reach. An example, during the 2024 NHL All-Star Weekend in Toronto, more than 30,000 fans paid $25 to enter the 2024 Hyundai NHL Fan Fair with many visiting the high-profile Tourism PEI showcase space. The partnership also brings the opportunity to host NHL business meetings and events.
Of course, Prince Edward Island has a history with the NHL as 35 players from PEI have played in the league. Perhaps this reputation, coupled with our world-class golf, culinary and coastal culture, is why the NHL came calling.
The NHL initially contacted the Tourism Industry Association of PEI to discuss a potential partnership to "showcase all of the best Prince Edward Island has to offer to passionate NHL fans." In recognizing the potential magnitude of such a relationship, TIAPEI reached out to Tourism PEI to help explore the opportunity.
"The NHL is a trusted organization with massive reach - having millions of loyal NHL viewers seeing PEI on their screens has exciting potential and the brand association with the NHL is a natural fit for our province," said Hon. Cory Deagle, Minister of Fisheries, Tourism, Sport and Culture. "This collaboration... strengthens our position as a premier tourism destination."
Fans in key markets will see advertising during NHL events, including the next Boston Bruins home game. Look for these NHL and Tourism PEI logos in future promotions.
