Tourism PEI will strengthen partnerships between industry and government, enhance its IT capabilities and develop new tools to attract visitors to the Island as part of its annual tourism plan for 2012, says Tourism and Culture Minister Robert Henderson.
“This plan will give a renewed focus to building the tourism industry in our province by strengthening the existing direction of the industry and introducing new products to increase our competitiveness,” said the minister. “Prince Edward Island is not immune to the challenges facing the tourism industry globally and nationally, such as high gas prices and economic uncertainty. However, with government and operators working together, we can ensure tourism remains a strong industry in our province, employing thousands of Islanders.”
Sharpening the Approach, the 2012 Annual Tourism Plan, was released today at the annual general meeting of the Tourism Industry Association of Prince Edward Island (TIAPEI). The plan, developed in partnership with the Tourism Advisory Council, details the direction of the Department of Tourism and Culture for the coming year.
Some of the initiatives outlined in Sharpening the Approach include:
• A new loyalty program that will see participating operators offer benefits to select travellers;
• Increased funding for an enhanced partnership program between industry and government to increase the amount of quality HD video content. Funding will double to $150,000;
• A new tool to support industry in working together to package and bundle various experiences and events for visitors;
• A new online itinerary planning tool to strengthen the province’s competitive advantage; and
• A continued focus on increasing awareness of Prince Edward Island and targeting the key markets of 40+ couples and families.
Tourism on Prince Edward Island is responsible for nearly seven per cent of the province’s GDP, creates more than 7,400 full-time equivalent jobs and generates more than $40 million in provincial tax revenue. Those revenues are reinvested into government services for all Islanders, such as health care and education.
“TIAPEI is pleased with the tactics and initiatives in the Tourism Plan 2012 and we’re optimistic that these efforts will take us one step closer to our Strategy 2015 goals and objectives,” said John-Anthony Langdale, chairman of the council. “The new partnership opportunities for industry are significant strides in engaging operators and increasing our capacity as an industry by working together. I encourage all operators to seek out the programs that fit their business goals and participate in the annual operator survey launched today. This survey will ensure these programs are effective and responsive to industry needs.”
More information on Sharpening the Approach can be found at www.gov.pe.ca/tourism or www.peitac.com/.