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The 2015 marketing plan launched today by Tourism PEI will focus on the traditional core strengths of the Island’s tourism product and will look to seize the momentum generated from a record year in the industry, says Minister of Tourism and Culture Robert Henderson.

“Prince Edward Island is one of the top tourism destinations in North America, and our core strengths like our beautiful coastline and beaches, our delicious food and our unique culture are what motivate most visitors to come to our province,” said Minister Henderson. “The marketing plan we’ve launched today sets those core strengths against the backdrop of the Island way of life, and how being an Island makes our province even more unique and attractive to visitors. I think it’s a great way to showcase everything we have to offer, and at the same time set the Island apart from other destinations.”

2014 will be a record breaking year in the tourism industry on Prince Edward Island. Early estimates from the Centre for Tourism Research at TIAPEI show impressive increases in the volume of visitors and the value of their spending in 2014. The Centre’s estimates show a volume of 1,359,858 visitors to the province which represents an increase of 3.8 per cent over 2013, and a direct spending value of $401,000,000 which represents an increase of 5.1 per cent over 2013. Both volume and value are at their highest level since a new methodology was developed to determine each figure in 2005.

The 2015 marketing plan aims to seize that momentum and take advantage of the improved name recognition and product offerings generated via the 2014 tourism season.

“The industry should be very proud of accomplishing its goal of a five per cent increase in direct tourism spending,” said the Chair of the Tourism Advisory Council John Anthony Langdale. “The 2015 marketing plan will tap into that momentum by showing potential visitors what makes Prince Edward Island attractive as a tourism destination by focusing on our core strengths like our beaches, scenery, food and our unique Island culture.”

View a synopsis of the 2015 marketing campaign.

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 per cent of GDP, the highest percentage of any Canadian province.