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November 27, 2009
For immediate release

Annual Tourism Plan Unveiled at TIAPEI AGM


Tourism PEI (TPEI) and the Tourism Advisory Council (TAC) are pleased to launch the 2010 Plan to the Prince Edward Island tourism industry today, says Minister of Tourism Valerie E. Docherty.

“The Annual Tourism Plan was created jointly with TAC,” said Minister Docherty. “Research has continually refined our strategy and, in 2010, we will address our soft visitation periods through product development and marketing. TPEI, with the support of TAC, will build on five key tourism priorities including the growth of the meetings and conventions sector, golf exposure, culinary partnerships, cultural redevelopment and the next phase in the Integrated Tourism Solution (ITS).”

As part of the Tourism Industry Association of Prince Edward Island’s (TIAPEI) Annual General Meeting, the tourism industry was presented with the overall direction Tourism PEI will take in planning for the 2010 season.

“This is only the second time ever that we have been able to bring the annual Tourism Plan to industry in the fall of the year,” commented Kevin Murphy, Chair of the Tourism Advisory Council of PEI (TAC). “This joint effort of Tourism PEI and TAC to shift the planning cycle means that industry knows the strategic direction of Tourism PEI coming into the new year and can adapt their own products and marketing to leverage the plan where appropriate.”

Prince Edward Island lacks a bigger venue to host larger conventions. The new convention centre will double the convention space and accommodate growing numbers in the meetings and convention business.

While Tourism PEI continues to strengthen the soft visitation periods and markets, it’s important to concentrate on those markets that have already demonstrated the potential to foster further growth. Golf continues to be an important market for PEI and Tourism PEI is committed in continuing to grow the PEI brand through the Golf Channel partnership and events like the International Couples Golf Festival.

The theme for 2010 will concentrate on the “year of culinary.” A newly created Culinary Alliance has been established to facilitate the development of innovative and sustainable food industry partnerships, culinary experiences and promotional programs.

This Alliance will assist to increase tourism visitations, the consumption of PEI food products and export sales in Prince Edward Island. In addition, it will help to extend the tourism season into the late fall. A prime example of a tourism culinary experience is the launch of the new Culinary Trail initiative.

The opportunity linkages between PEI’s primary industries will help to strengthen rural communities by combining tourism, agriculture and fishery components into experiential tourism packages for visitors and Islanders alike. Tourism plays a significant part in shaping a One Island Community and a One Island Future.

The 2010 tourism season will be the foundation year for the planning and development of the “cultural explosion” initiative that will be officially launched in 2011. The strategy will leverage existing events with new complementary offerings with an added fresh approach.

The first year of the Integrated Tourism Solution (ITS) implementation saw the creation of a customer database, the roll-out of the central reservation system, and the first phase of a simplified registration process for operators. In 2010, Tourism PEI will concentrate on increasing the number of operators using the system and the number of room nights. In addition, Tourism PEI will enhance the online capacity through the ITS and social media.

Cooperative advertising programs, industry workshops and product development support are just a few ways that operators can partner with Tourism PEI. The 2010 Marketing Campaign will be launched at the TIAPEI Conference in March 2010.

Tourism PEI is committed to working with industry in identifying new opportunities, building on existing opportunities and developing innovative initiatives that will create economic growth in tourism.

To access more information about the Tourism Plan for 2010, please visit or

Media Contact: Julie Whitlock
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