The Minister of Tourism, Philip Brown announced today that tourism activity for 2005 is estimated to be on par with 2004. Indicators to the end of October showed the bridge traffic, which accounts for 80% of visitation, was consistent with the same period in 2004. Air traffic was up 9% to the end of October and ferry traffic down 6% year to date.
During Minister Brown's address to the members, he explained, “The tourism industry, under the leadership of the Tourism Advisory Council (TAC), has embarked on a revised form of measurement and, as a result, a new research platform was developed in 2005.” He added, “This platform includes measuring non-resident and resident visitation over a 12-month period which was prompted by a change as to how tourism is measured at the national level. Using this revised research platform, tourism visitation for 2005 is estimated to be at 1.6 million which includes non-resident and resident visitors for a 12-month period.”
“The TAC is extremely pleased that tourism will now have a more inclusive form of measuring” noted David MacKenzie, Co-Chair of the Advisory Council and CEO of the Confederation Centre for the Arts. “Tourism is not a six-month season – we are a sustainable year-round industry and we are now measuring our true value. This new research platform will allow us to better assess our performance against competitors.”
TAC Co-Chairs David MacKenzie and Robbie Shaw, owner of Shaw’s Hotel and Cottages, presented a 5-Year Strategy for Tourism Competitiveness - “The New Product Culture.” This strategy focuses on four key areas: research, marketing, the administration of the tourism industry and product development, which is the major thrust of the strategy. Robbie Shaw noted, “Despite challenges with fluctuating energy prices, passports and US visitation, there are many positive signs and the outlook for tourism in 2006 is positive. With this 5-year strategy in place, a common vision for the industry and a new found cooperation the future is looking brighter. We are estimating moderate growth for 2006 with a 2% increase in visitation.”
The annual general meeting was a significant day for the Tourism Industry Association of PEI. TIAPEI celebrated 25 years of incorporation and recognized the past presidents that served over this timeframe. During the day, there were presentations from local leaders and national organizations and the industry established statistical benchmarks to measure success.
President Judy MacDonald is optimistic about the future of tourism on PEI. “Although we are facing challenges with regards to equity in provincial taxation and the Western Hemisphere Travel Initiative, I am confident in a bright future for PEI. The Tourism Advisory Council has 40 motivated stakeholders that will accomplish a great deal with the assistance of a new TIAPEI board, Tourism PEI and the Atlantic Canada Tourism Partnership. All groups have the same focused agenda to move tourism forward on PEI.”
The PEI Tourism Advisory Council is a unique partnership between industry and two levels of government, provincial and federal. TAC was appointed by the Minister of Tourism in November 2004 and is made up of 14 industry leaders from across the province along with the Deputy Minister of Tourism PEI, the Vice President of ACOA PEI and Tourism and the Executive Director of TIAPEI.