“Quebec is one of our most important tourism markets, so it is very important that we find affordable and imaginative ways to entice visitors from that province,” said Minister Robert Henderson. “Ricardo is very well known in Quebec, and his program on Radio-Canada is one of the province’s most popular shows. It provides a great platform to highlight not only our delicious food and scenery but many other features that make the Island a top destination for visitors.”

Ricardo Larrivée, or simply Ricardo, is a hugely popular celebrity chef in Quebec. He hosts television shows on Radio Canada and the Food Network. He also publishes a food and travel magazine and he has authored several books.

Prince Edward Island will be featured in full page ads in English and French versions of Ricardo’s magazine. A 30-second commercial focusing on the Island’s culinary offerings and scenery will air during the Ricardo broadcast and 15-second spots featuring Island imagery will run to support the program.

The television episode will air April 2 and again on April 25.

“Broadcast integration is a highly effective and affordable way to promote the many features that make Prince Edward Island a top destination for tourists,” said the Director of Marketing for Tourism PEI Brenda Gallant. “By making our products part of the broadcast, we give potential visitors a first-hand look at what we have to offer as a vacation destination.”

“Prince Edward Island has become very well known over the last few years for its culinary offerings, and promotions like this one help further cement our reputation as a world class foodie destination,” said Perry Gotell, owner of Tranquility Cove Adventures, an experiential tourism business in Georgetown that helps educate people about the fishery. “Not only does this kind of broadcast integration promote all the delicious food we have to offer here, but it also motivates people to learn more about the primary industries that produce that food, and businesses like mine stand to benefit.”

Tourism is a vital industry in Prince Edward Island that provides over 7,000 full time equivalent jobs for Islanders. It accounts for approximately $400 million in economic activity each year and seven percent of GDP, the highest percentage of any Canadian province.