Drawing more visitors to P.E.I. over the next 5 years? Tourism industry has a plan for that

The tourism industry on Prince Edward Island has a new five-year strategy that includes developing more tourism initiatives involving the sports and leisure, culinary and wellness industries, as well as continuing to stretch the season well beyond the summer months.

The 28 points in the strategy include goals like lobbying for more air access to the Island, addressing "workforce challenges" as businesses compete for staff, drawing in more entrepreneurs and investors, and pushing for more "niche package experiences" during the fall, winter and spring seasons to draw visitors in non-traditional ways. 

Another important pillar of the strategy is making sure Indigenous tourism offerings are identified and promoted, said Corryn Clemence, the CEO of the Tourism Industry Association of P.E.I.

Events like the annual Mawi'omis presented by local First Nations are one example, she said.

"We really want to put a focus on helping them and supporting [the] growth and development of that product because we know there's a big interest really across the world on experiencing and learning about Indigenous culture," she said. 

"We have a number of communities here on the Island, between Scotchfort/Abegweit and Lennox Island, and both are really working hard to develop and grow that."

Clemence said hopes are high for the province's recent deal with the National Hockey League, which includes declaring P.E.I. the league's official travel destination and promoting the Island at NHL arenas.

She said the province's meetings and conventions business should grow as a result of the deal, and marketers will use the hockey platform to promote sport-based tourism in the region, including golf.

John Cudmore, who's the general manager of the Holman Grand Hotel as well as the president of the Hotel Association of P.E.I., said operators knew the Canada Games bump in the first quarter of 2023 was not going to be repeated this year, but the industry is still optimistic.

"Everyone's leaning into it, the whole tourism industry this year," he said. "There seems to be a good push towards special events and sports tours and golfing, that sort of thing."

He said the NHL deal will mean exposure in key Northestern U.S. markets and beyond.

The strategy also mentions the importance of people being able to travel to the Island by plane, not just in a vehicle or cruise ship. 

Clemence quotes the consultant who delivered the five-year strategy at an event on Friday as saying: "You're an island, and you can never take your foot off the pedal when it comes to air access."

Last year, the Charlottetown Airport welcomed a record number of passengers, and officials hope this year will top those records.

Doug Newson, the CEO of the Charlottetown Airport Authority, said adding seats will help accomplish that. 

"We did have one airline, Swoop, that has been merged into WestJet. WestJet is adding some flights to Toronto we didn't have last year to make up for that change in schedules. We've got Flair growing as well," he said.

"Overall we're expecting total seat capacity to be similar, maybe up slightly, compared to last year."