Background:
Tourism is a significant economic contributor in Prince Edward Island. Following a period of explosive growth brought about by the opening of the Confederation Bridge in 1997, PEI’s tourism industry entered into a period of decline. However, over the past decade, visitation has been trending upwards. Notwithstanding this positive trend, a new Strategic Tourism Plan was required to build on past successes and create a new, shared vision for tourism competitiveness in Prince Edward Island.
In June 2016, the Tourism Industry Association of Prince Edward Island (TIAPEI) commissioned Tourism Development International (TDI) to prepare the PEI Strategic Plan for Tourism 2021.
Project Objectives:
The Strategic Tourism Plan sought to address a range of issues including leadership, partnership and collaboration; access and the removal of barriers to growth and development; identification of authentic visitor experiences that support demand generators; and focused marketing by the industry.
Project Activities:
- Assessment of existing product offer
- Review of access and enabling environment
- Consultation with public, private and community stakeholders
- Examination of linkages and ‘product clustering potential’
- Preparation of case studies
- SWOT analysis
- Development of a vision for tourism
- Tourism product development recommendations
- Market positioning and marketing planning
- Supporting measures
- Tourism strategy formulation
- Action Plan
Outcomes:
PEI has recorded its 4th consecutive year of tourism growth. TIAPEI are currently in the process of implementing recommendations as set out in the Strategic Tourism Plan with a particular focus on governance and leadership.
Links:
PEI Strategic Plan for Tourism 2021
Peter MacNulty's presentation to public forum participants regarding some of the work that has been done on the Vision 2021 Tourism Strategy