“Canada’s new government understands the importance of the tourism industry on PEI,” said Minister MacKay. “ACOA is pleased to work with the provincial government to provide the infrastructure required to promote the Points East Coastal Drive, one of the Island’s natural coastal touring destinations.”

The project will provide infrastructure in the form of branded highway signage, map stations and scenic lookouts to attract visitors to undiscovered vistas, harbours, parks and beaches in eastern PEI.

“I would like to extend my congratulations to the members of Island East Tourism Group Inc. who have worked on this project for the past two years and have formed this dynamic partnership with Active Communities Inc.,” said Minister Brown. “The new Points East Coastal Drive will introduce visitors to eastern PEI and entice them to stay longer.”

The Points East Coastal Drive is the result of a partnership between the Island East Tourism Group, a not-for-profit regional tourism organization in eastern PEI, and Active Communities Inc., a not-for-profit organization that promotes economic development in the region. The two groups are working together to ensure the project is viable and sustainable and that it will produce community and economic benefits in eastern PEI.

“Visitors want experiences on their vacations and that includes coastal touring, sightseeing, and beach activities,” said Don Larkin, General Manager of Active Communities Inc. “The Points East Coastal Drive can offer this and much more to visitors and Islanders alike.”

ACOA is providing $296,500 to the project through its Innovative Communities Fund. The provincial government, through Tourism PEI, is contributing $125,000.

BACKGROUNDER

The Points East Coastal Drive replaces the former Kings Byway Scenic Drive. In 2001, a study was undertaken to provide strategic recommendations for Prince Edward Island’s touring product. One of the recommendations was to develop names that are reflective of the experience being offered in the area. It is anticipated that the new name, “Points East Coastal Drive,” combined with an enhanced marketing effort, will attract visitors to undeveloped and undiscovered parts of eastern PEI.

Innovative Communities Fund (ICF):

ACOA’s Innovative Communities Fund invests in strategic projects that build the economies of Atlantic Canada’s communities. The program builds on the strengths of communities and focuses on investments that lead to long-term employment and economic capacity building.

Tourism PEI:

The Product Development Fund provides non-repayable contributions to assist in the research, development and market launch of new tourism products. A primary objective of the Product Development Fund is to support the “Prince Edward Island Strategy for Tourism Competitiveness.” Projects supported by the Fund will relate directly to the development or enhancement of the icon products identified in the Strategy. Projects supported by the Product Development Fund should strengthen Prince Edward Island’s appeal as a destination.