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

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 Islandhas 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.

As an Island, 'you can never take your foot off the pedal when it comes to air access'

Chief Roddy Junior Gould
Chief Roddy Junior Gould, centre, is shown at an Abegweit First Nation Mawi'omi event in Scotchfort, P.E.I., in June 2023. (Sheehan Desjardins/CBC)

The tourism industry on Prince Edward Islandhas 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 pushingfor more "niche packageexperiences" during the fall, winter and spring seasons to draw visitors in non-traditional ways.

Another important pillarof the strategy is making sureIndigenous tourism offerings are identified and promoted, saidCorryn Clemence, the CEO of the Tourism Industry Association of P.E.I.

Events like the annual Mawi'omispresented 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."

Bright blue skies over a brilliant green golf course by the side of the ocean.
Tourism industry officials hope the province's marketing deal with the National Hockey League will result in a bump of business for Island golf courses, including Brudenell in eastern P.E.I. (Submitted by Golf P.E.I.)

Clemencesaid hopes are high forthe 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 saidthe province's meetings and conventions business should grow as a result of the deal, and marketers will use the hockey platformto 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."

Balding man with glasses and a white mustache in a grey jacket and button-up short stands in a hotel lobby.
'Everyone's leaning into it, the whole tourism industry,' says John Cudmore of the Hotel Association of P.E.I. (Tony Davis/CBC)

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 quotesthe consultant who delivered the five-yearstrategy at an event onFriday 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.

Man in a dark grey zip-up sweatshirt stands in an airport arrivals lounge.
Doug Newson, the CEO of the Charlottetown Airport Authority, says seat capacity should edge up this year. (Tony Davis/CBC)

"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 Flairgrowing as well," he said.

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

With files from Tony Davis