Greg Deighan, Minister of Tourism for PEI, announced today that Tourism PEI in cooperation with Tourism Atlantic (ACOA) have contracted the consulting firm Pannell Kerr Forster to undertake a study of Prince Edward Island's Touring Product. Pannell Kerr Forster are a national and international company recognized as leading consultants in the tourism industry. Funding for the project has been made available under the Canada/ Prince Edward Island Regional Economic Development Agreement.
Minister Deighan stated that, since the initial development of three touring routes in 1975, which included Blue Heron Drive, Lady Slipper Drive and Kings Byway, along with the addition of six day tour regions in 1993, we have invested heavily in the development and marketing of touring routes which have been designed to offer the travelling public a variety of tourism products and experiences. Accompanied by signage and promotional materials, touring routes were designed to encourage the tourist to abandon the major routes in favour of arterial highways that offer significant natural scenery, encounters with nature, rich cultural experiences and the intimacy of our small towns and communities.
"Given the ever changing demand of consumers," Minister Deighan stated, "the time is right to examine this matter in detail. The study will include a review of consumer trends, perceptions and expectations for overnight and day tour products and experiences and provide an optimal, best practices approach to the development, promotion and marketing of the Prince Edward Island Touring Product."
A steering committee comprised of representatives from Tourism PEI, Tourism Atlantic and the Tourism Industry Association of PEI will oversee this study. The study will be carried out over the next couple of months, and the study team will be meeting with key industry stakeholders to discuss and review their thoughts as to the opportunities to improve upon the touring routes.