It’s an industry involving almost every Island.

Tourism has become one of this province’s biggest industries with visitors shelling out more than $334 million on P.E.I. last year alone.

Attracting more visitors and boosting revenue is behind the Province putting an additional $3 million into marketing and promoting P.E.I., a move applauded by the Tourism Industry Association of P.E.I.

In its 2006-07 budget, the Province earmarked another $1.3 million into tourism development and an additional $1.7 million for marketing.

“The reality is tourism revenues are all off-Island revenues, new revenues coming to P.E.I.,” said TIAPEI’s executive director Don Cudmore. “It’s a big industry. Everything we do in tourism is taxable so therefore the government gets a really nice, big piece of the action.”

Marketing and promoting the Island tourism product, its festivals, events, beaches and, yes, even “Anne”, is key to the industry’s success.

But ensuring people come play on the Island has become increasingly more difficult.

Escalating gas prices, world events and a sliding U.S. dollar have prompted traditional visitors to P.E.I. – those from Ontario, New England and the Maritimes – to travel to the U.S. and take advantage of all-inclusive travel packages.

“People, for the most part, don’t want to come to a place and do just one thing,” said Cudmore. “Our menu of offerings far exceeds a lot of the other destinations.”

That’s why TIAPEI and the Province are packaging the Island as a complete destination, with lots to offer from tip to tip, while emphasizing cultural tourism, said Tourism Minister Philip Brown.

“We are working with our community festivals and events to strengthen their products and also with the museums,” said Brown. “All of this will enable them to market themselves better.”

Promoting key events, such as June’s Tour de P.E.I., Legends of Golf and July’s Aerosmith concert, is hoped to draw new visitors. This is being done by advertising in key publications throughout North America and with TV spots.

“Overall, the real success of our tourism has been the events and what we have to offer people.”

Brown and Cudmore admitted drawing people to a province with “icon” draw like Ontario’s Niagara Falls or B.C.’s Whistler is difficult.

But, said Brown, “You lead with your best, your strength. In our case our strengths have proven to be golf, beaches, Anne, coastal touring.”

NANCY MACPHEE
The Journal Pioneer

nmacphee@journalpioneer.com
25/04/07