The visitation figures have been finalized and the Honourable Kevin J. MacAdam, Minister of Fisheries and Tourism today confirmed that Prince Edward Island has experienced yet another increase in revenues and visitations during the 1998 tourism season.
"The revenue increase of 9.9% over the 1997 year is very encouraging for the Island's tourism industry. Last year's phenomenal 57% increase that the Confederation Bridge opening provided was a tough act to follow, and I am proud to announce that we have continued to expand on the steady course of increasing visitations and thereby increasing revenues. We have met our ambitious marketing objectives set out for 1998 and it has resulted in an increase of $288.6 million in revenues," said Mr. MacAdam. "The increased visitation of 1,239,734 pleasure and 51,700 business visitors between May 14, 1998 and October 31, 1998 represents an increase over last year of 4.3%."
The 1998 Tourism Exit Survey is a study which is conducted on an annual basis by the research section of the Department of Development. The information was collected throughout the year from people who exit Prince Edward Island from the three main departure venues: the Confederation Bridge, Northumberland Ferries, and the Charlottetown Airport. The demographic information derived from this study gives the entire tourism industry important information about the type of people that are travelling to the Island and the incentives that bring them here. These statistics aid in the development of marketing and media plans and provide the Department with a clear indication of the effectiveness of marketing and development initiatives.
The study revealed that a typical visitor profile has remained strong in the 40-plus year range of age, 65% of which were couples, 31% families and the remaining 4% single travellers. These visitors stayed an average of 4.2 nights which repeated the stay of 1997. The foremost vacation motivator was defined as "experiencing a family vacation" with remaining factors that included relaxing and escaping daily routines, experiencing PEI's history and culture, and visiting friends and relatives. One other more recent draw, "experiencing the Confederation Bridge," was a motivator for some visitors to the Island this year.
In a previous report, the Minister noted that, "Quebecers now represent a healthy 16 percent of the total visitation," (an increase from 7% in 1997) and adds, "this clearly indicates a strong growth pattern that the department and the industry would like to continue developing." The study clearly indicates that the Quebec market continues to grow substantially although the largest draw still remains with the Maritimes (33%) and Ontario (25%).
Tourism continues to be one of Prince Edward Island's premier industries in 1998 and incorporates a significant element of the economic reality for many Islanders. In 1998, tourism provided an estimated 20,000 jobs with a payroll in excess of $60 million. The million-plus visitors that come to Prince Edward Island not only enjoy one of the finest tourism destinations possible but also contribute to the infrastructure of the entire Province.
Minister MacAdam noted, "the industry as a whole has captivated its audience with an excellent marketing plan and once they arrive, Islanders complete the sale with excellent service, personal attention and top notch facilities. I look forward to another successful year for 1999 and commend all who played even the smallest part in the achievements of 1998."
Copies of the finalized 1998 Tourism Exit Survey will be available at Island Information Service by mid-January, 1999.