economic growth tourism and culture pei

New Strategy for Tourism Industry

A new strategy is available to help guide the tourism industry through the 2022-2023 tourism seasons.

The strategy, Charting the Course of Tourism in PEI for the Next Two Years, outlines three objectives:

  • optimize recovery potential for 2022;
  • set in motion conditions to support higher revenues from tourism for the next two years;
  • begin to fundamentally shift how tourism is developed and delivered in PEI beyond 2023.

“As we prepare for the upcoming season, it’s more important than ever before that our industry continues to work together like we have these past two years,” said David Groom, Chair of the Tourism PEI Board of Directors. “This strategy was created together with industry, for industry, and it will be our guide as we move forward in recovery.”

“This new strategy challenges the tourism industry to think differently, dream big, and consider all the possibilities of what tourism on our Island can be. The recovery of tourism in our province is a true collaborative effort. Thank you to everyone who was involved in creating this strategy for your support, participation, and ideas. This strategy will help us work together to shape a new future for tourism in Prince Edward Island.” -Minister of Economic Growth, Tourism and Culture Matthew MacKay

“Tourism on Prince Edward Island is in a good position to strategically rebuild and redefine our industry with the development of this new strategy,” said Corryn Clemence, CEO of the Tourism Industry Association of PEI. “The level of industry engagement and input has been tremendous throughout the process of developing the plan. This, coupled with actionable initiatives and clearly defined goals, will lay out the framework for the next couple of years. We look forward to rolling this plan out in a true partnership between industry and government.”

To view the strategy, visit:  tourism-strategy-2022-2023

The strategy was created in collaboration with the Tourism Industry Association of PEI, Tourism PEI board members, Strategy Steering Committee members, Regional Tourism Associations, Destination Marketing Organizations, tourism partner organizations, and various business community members.

Source: Government of Prince Edward Island

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economic growth tourism and culture pei

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Kal Whitnell

Executive director of economic and population growth government of prince edward island.

Kal Whitnell is the Executive Director of Economic and Population Growth and has held this position since 2019. Kal is responsible for providing leadership, strategic direction and coordination of labour market information, population growth and settlement of newcomers, domestic and international trade policy, and economic advice.

Kal joined the Department of Economic Growth, Tourism and Culture in 2009 working across government to represent and support the interests of the businesses and citizens of Prince Edward Island.

Kal is responsible for a team working on key policies related to population and labour market needs of the province. Strategic focus is placed on growing the population of PEI through recruitment and retention of new immigrants and repatriation of Islanders and supported by labour market initiatives and policies including WorkPEI to better align job seekers and employers.

In his capacity, Kal also works on various Federal-Provincial-Territorial initiatives and is lead negotiator for the Government on trade policy files including international negotiations for CUSMA and CETA Agreements and domestic negotiations for the Canadian Free Trade Agreement.

Before working for the Government of Prince Edward Island, Kal enjoyed a career in the private sector in Economic Consulting prior to spending 10 years in the telecommunications industry in various roles including Finance, Marketing, Federal Government Relations and Policy. His past experiences have proven invaluable in the public sector since 2009, helping to drive the economic development agenda for the province.

Kal holds a Master's degree in Economics from the University of Guelph.

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Support for tourism operations in Western PEI

From: Atlantic Canada Opportunities Agency

News release

Training, infrastructure, and new experiences will build on tourism offerings in rural communities

Training, infrastructure, and new experiences will build on tourism offerings in rural communities in P.E.I. 

March 18, 2021 · O’Leary, Prince Edward Island · Atlantic Canada Opportunities Agency (ACOA)

After a challenging year for the sector, tourism operators in the western end of PEI will have significant new supports to help strengthen the industry and build on exisiting historic and geographic attractions in West Prince.

Governments support long-term strategic growth for tourism

Bobby Morrissey, Member of Parliament for Egmont, and the Honourable Jamie Fox, PEI Minister of Fisheries and Communities, today announced a combined investment of more than $1.1 million for three projects to help grow the tourism sector throughout Western PEI:

·         The Canadian Potato Museum will be upgraded so it can offer more information and enhanced experiences centered around the Island’s iconic potato industry;

·         The Alberton Community Development Corporation will renovate and expand a property to create an eco-tourism centre and centralized hub for cultural experiences - supporting the development of new tourism products in West Prince; and

·         The North Cape Coastal Tourism Area Partnership will offer marketing, product development and training support to help tourism operators in Western PEI respond to, and recover from, the COVID-19 pandemic.

MP Morrissey announced the funding on behalf of the Honourable Mélanie Joly, Minister of Economic Development and Official Languages.

Today’s announcement demonstrates the Government of Canada’s commitment to supporting the tourism industry in Atlantic Canada and across the country. ACOA continues to work with local operators and tourism organizations throughout the pandemic to help build a stronger and more resilient economy in rural regions.

“Every community and every sector has felt the effects of the pandemic’s numerous challenges this past year. As we rebuild our rural economies and reimagine our tourism industry, I am heartened by the resilience and creativity of the organizations and entrepreneurs in West Prince. Today’s investments acknowledge their leadership and ongoing efforts to enhance PEI’s incredible assets. Together, and with much hard work, our communities will come out stronger.” -  Bobby Morrissey, Member of Parliament for Egmont, on behalf of the Honourable Mélanie Joly, Minister of Economic Development and Official Languages and Minister responsible for ACOA
“Continued investment into our rural areas is extremely important for the residents of these communities, and for our Island economy as a whole. We understand the essential role that tourism plays for PEI, and our government is excited to work with the respective organizations to further economic growth in Western PEI.” -  Honourable Jamie Fox, PEI Minister of Fisheries and Communities
“The Board of directors of the Canadian Potato Museum is thrilled and thankful to accept the financial contributions made to this exciting project. This enhancement to our facility will help to promote growth in tourism to the entire West Prince community post COVID-19.” - Alma MacLennan, Canadian Potato Museum 

Quick facts

O'Leary Centennial Museum and Library Association Ltd. seeks to collect, preserve, research, exhibit and interpret the history of the potato industry, as well as the region.

The Government of Canada is providing $500,000 through ACOA’s Innovative Communities Fund (ICF) to the O'Leary Centennial Museum and Library Association to support upgrades at the Canadian Potato Museum. The Province of Prince Edward Island is providing $160,280 through the Department of Fisheries and Communities, Skills Development, Innovation PEI, and Agriculture and Land. 

Alberton Community Development Corporation is mandated to improve the Alberton area economy, promote ecologically sound development and enhance the quality of life for its residents.

ACOA is providing $250,000 through the ICF to the Alberton Central Development Corporation for its eco-tourism centre project while the Province is providing $100,000 through the Department of Fisheries and Communities.

North Cape Coastal Tourism Area Partnership is a non-profit regional tourism association that provides regional marketing, product development and membership engagement to tourism operators in western Prince Edward Island.

ACOA is providing $34,000 through its Business Development Program (BDP) to help North Cape Coastal Tourism Area Partnership support tourism operators, while the Province is providing $21,000 through the Department of Economic Growth, Tourism and Culture.

Federal funding for all three projects is non-repayable.

Associated links

  • Atlantic Canada Opportunities Agency
  • Construction Association of Prince Edward Island
  • Canada’s COVID-19 Economic Response Plan

Catherine Mounier-Desrochers Press Secretary Office of the Minister of Economic Development and Official Languages [email protected]

Jana Parker Smith Communications Manager, Prince Edward Island Atlantic Canada Opportunities Agency [email protected]

Kip Ready Department of Fisheries and Communities Senior Communications Officer [email protected] 902-314-3407

Donna Rowley Manager Canadian Potato Museum 902-859-2039

Matt McGuire Chairperson Alberton Community Development Corporation 902-388-8235

Adam MacLennan Interim Executive Director North Cape Coastal Tourism Area Partnership 902-853-6557

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Innovation PEI (IPEI) is the lead economic development agency for Prince Edward Island; our mission is to drive economic success in Prince Edward Island in a client focused, collaborative, accountable and results driven environment.   

As a crown corporation of the Government of Prince Edward Island, reporting to the Department of Economic Growth, Tourism & Culture, our agency is focused on supporting the continued growth of PEI’s strategic and emerging sectors by providing expertise and funding programs to enable strong growth, accelerate entrepreneurship, and foster innovation. We strive to support companies across the province in expanding exports, creating jobs, encouraging business investment and growing PEI economy for the benefit of all Islanders.  

Learn more about the Innovation PEI team and why we love what we do!

Innovation PEI is stronger and most effective when we reflect the diversity of the Island population we serve. We are dedicated to building and promoting a diverse, equitable and inclusive workforce, representative of our Island community. By embracing diversity and inclusion, our agency ensures broader discussions, better decisions, and an engaging workplace.

Veterans out, new faces in as P.E.I. Premier Dennis King unveils cabinet

12-member cabinet unveiled in charlottetown includes 4 women, for 33%.

economic growth tourism and culture pei

P.E.I. Premier Dennis King on decisions behind his choices for cabinet

Social sharing.

Prince Edward Island Premier Dennis King unveiled his new cabinet Friday, keeping his promise to include a record number of women and saying goodbye to some ministers to make way for new blood after his Progressive Conservatives racked up a commanding victory in the April 3 election.

The cabinet members were sworn in by Lt.-Gov. Antoinette Perry at the Confederation Centre in Charlottetown.

The new cabinet has become bigger, with 12 members including King. 

Almost half of the cabinet are new faces, while three veteran ministers are out: Matthew MacKay, who was minister of social development and housing; Jamie Fox, who was minister of fisheries and communities; and Darlene Compton, who was deputy premier, minister of agriculture and land, minister of justice and public safety and attorney general.

"They've done a great, tremendous service to P.E.I., and to me personally," King said in an interview with CBC News: Compass host Louise Martin. "They are good friends of mine, but just for a variety of different reasons you need to create some new spaces at the table and there are big shoes to fill in those vacancies.

"I wanted to have some experience. I wanted to have some new energy as well."

Man in business suit at the podium with formally dressed women and men behind him.

King told reporters MacKay has young twins and wanted to step back from cabinet, and Compton has his support for a bid for the Speaker's chair when the legislature resumes.

Below are the five new additions to cabinet:

  • Gilles Arsenault is minister of economic development, innovation and trade and minister responsible for Acadian and Francophone Affairs.
  • Jill Burridge becomes minister of finance.
  • Rob Lantz is minister of housing, land and communities.
  • Barb Ramsay is minister of social development and seniors.
  • Jenn Redmond is minister of workforce, advanced learning and population.

Politicians sitting in a row.

Five ministers changed portfolios:

  • Bloyce Thompson becomes deputy premier and moves from minister of economic growth, tourism and culture to minister of agriculture and minister of justice and public safety and attorney general.
  • Cory Deagle moves from minister of transportation and infrastructure to minister of fisheries, sport and culture.
  • Natalie Jameson's job evolved slightly to minister of education and early years. She was previously minister of education and lifelong learning – the department has been separated into early years and advanced learning. Jameson remains minister responsible for the status of women.
  • Ernie Hudson moves from minister of health and wellness to minister of transportation and infrastructure.
  • Mark McLane moves from minister of finance to minister of health and wellness.

Steven Myers is the only cabinet member whose position is entirely unchanged. He remains minister of environment, energy and climate action.

King also retains his roles as president of executive council, and minister responsible for intergovernmental affairs and Indigenous relations.

  • PEI Votes 'I need to make it happen': Pressure's on for PCs to turn campaign promises into reality
  • PEI Votes Dennis King promises humility, kindness after winning 2nd term as P.E.I. premier

"The biggest issues heading into the election and now heading into the new mandate are really health, you know, and the cost of living and housing. And those are three areas where I have three very very capable people, three very focused departments and I think Islanders are expecting results, and so am I," King said.

One-third of ministers are women

Four members of the new cabinet are women, a record for the province and in line with what King promised just after his party elected six female MLAs.

  • King says his new cabinet will have 'a record number' of women

Going back to 1999, there have never been more than two women in cabinet at the same time, the clerk of the Legislative Assembly told CBC News just after the election.

Sweta Daboo facing the camera with UPEI Student Union building behind her.

While advocates see four women in cabinet as a good sign, more work needs to be done, said the P.E.I. Coalition for Women in Government.

"In the past, we have never had more than two women at a time, so to see four being represented is certainly very positive," said Sweta Daboo, executive director for the coalition. "That being said, at the coalition we are obviously very partial to the idea of a gender-balanced cabinet."

With 12 MLAs in cabinet, the four women will constitute 33 per cent. 

"You do want to make sure at least a third of the folks around the table are from a particularly under-represented group to be able to see this reflected in policy and action you are taking," Daboo said.  

Corrections

  • An earlier version of this story said the four women in cabinet represent 25 per cent of all members. That should have been 33 per cent. Apr 14, 2023 3:59 PM AT

With files from CBC News: Compass

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St Peters Harbour, hills, lighthouse

Tourism PEI Corporate Overview

Tourism PEI was established as a provincial crown corporation by the Tourism PEI Act (1999) and resides within the PEI Department of Fisheries, Tourism, Sport and Culture. A board of directors , with representatives of regional and private-sector tourism, governs the organization.

The Tourism PEI mandate is to champion the tourism industry and market Prince Edward Island as a premiere tourist destination by:

  • promoting continued growth in the tourism sector and ultimately “driving” tourism demand;
  • working with partners, including Destination Canada, Atlantic Canada Opportunities Agency (ACOA) and other Atlantic Provinces;
  • actively facilitating the development of festivals, events, and activities that serve to motivate travellers to visit PEI;
  • managing provincial tourism infrastructure, such as golf courses, parks, visitor information centres and the Confederation Trail;
  • conducting tourism-related research; and
  • administering and enforcing the provisions of the Tourism Industry Act and regulations, in particular, the licensing of tourism establishments.

The organization has four divisions, namely:

Marketing Communications

Marketing Communications

Staff of Marketing Communications are responsible for consumer advertising and public relations; media relations; sales and trade initiatives; and visitor services, including the operation of provincially-run visitor information and call centres.

Operations & Industry Investment

Operations and Industry Investment is responsible for product development and investment as well as the development and implementation of industry support programs. Staff also manage provincial parks and provincial golf courses.

Linkletter Provincial Park

Strategic Initiatives

Tourism Intelligence & Stakeholder Investment is responsible for tourism industry research and intelligence, policy and strategic planning, and managing regulatory affairs pursuant to the Tourism Industry Act . This division is responsible for sector relations with key stakeholders and is the lead liaison on intergovernmental and policy matters. 

Corporate Services

Corporate Services is responsible for administration, financial services, risk management and insurance, records management as well as requirements of the Freedom of Information and Protection of Privacy Act  (FOIPP).

Stock image of file folder with Tourism PEI logo and adding machine

Publications

Here you'll find the most recent Tourism PEI publications of interest to industry. For more historic annual reports and other government publications, visit PrinceEdwardIsland.ca .

Cover of Embrace the Seasons Tourism Vision doc with couple walking on trail in fall with photos of red cliffs in background

Embrace the Seasons Tourism Vision for PEI

The Tourism Strategy (2021) formalized a commitment to a four-season approach focused on driving tourism value. This report is an overarching guide to facilitate tourism growth between November and April.

Our Strategy

Strategic Plan 2022-23

Visitors come to Prince Edward Island for beautiful scenery and coastline, food, and culture. The Island is also regarded as a safe vacation destination because of our response to COVID-19. This plan outlines a path to optimize recovery in 2022 and conditions to support higher tourism revenues for 2023 and beyond. 

TPEI Annual Report

Annual Report

The Tourism PEI Board of Directors, with assistance from the CEO, must prepare and submit an annual report outlining its activities and financial statements for each fiscal year ending on March 31 in that year. The Board submits the report to the Minister, who in turn, provides it to the Legislative Assembly to be tabled.

COMMENTS

  1. Economic Growth, Tourism and Culture

    The Department of Economic Growth, Tourism and Culture is committed to expanding Prince Edward Island's exports, creating jobs, and promoting overall economic growth and prosperity by encouraging business investment, development and sales in key economic sectors. The department strives for innovation by creating more opportunities for business, trade, jobs, and continuing to

  2. PEI Tourism Industry Economic Performance

    For any questions about tourism research, contact: Keith A. Hansen. Director, Tourism Intelligence & Stakeholder Investment. Tourism PEI. [email protected] 902.368.4237. The tourism industry is a key contributor to the economic success of PEI. Tourism PEI generates, gathers & reports tourism performance data on behalf of the industry.

  3. Growing an innovative tourism industry in Prince Edward Island

    Government of Canada invests close to $3 million in 22 tourism projects across province to enhance offerings for visitors. May 23, 2023 · Cornwall, Prince Edward Island · Atlantic Canada Opportunities Agency (ACOA) Over the past two years, Prince Edward Island's tourism operators have adapted, modernized, and diversifed their offerings to ...

  4. Prince Edward Island Tourism Organizations

    Tourism PEI. Tourism PEI is a provincial crown corporation within the PEI Department of Economic Growth, Tourism and Culture. Its mandate is to champion the tourism industry, develop and market Prince Edward Island as a premiere tourist destination as well as license short-term rentals as outlined in provincial legislation.

  5. PDF 2022 Pei Resident Perceptions of And Support for Tourism

    Strategic Initiatives Division of Tourism PEI Department of Economic Growth, Tourism and Culture May 25, 2022. 1. Introduction (1) 1-1. Study Background (2) 1-2. Study Purpose (3) 2. Methodology (4) 2-1. Sampling (5) ... •Many studies show that residents' expectations or perceptions of tourism regarding economic, socio-cultural ...

  6. PDF Tourism PEI October 24, 2019

    Source: Department of Economic Growth, Tourism and Culture. PEI Tourism Volume Model Target Markets (78% of total) 2019 PEI Tourism Traffic Indicators 12 YTD September 30, 2019 +3.3% Airport* + 1.6% Bridge*-3.3% Ferry-15.0% Motorcoach Overnight Stays (YTD to Aug - Preliminary) +23.8%

  7. PEI HR Toolkit » New Strategy for Tourism Industry

    The recovery of tourism in our province is a true collaborative effort. Thank you to everyone who was involved in creating this strategy for your support, participation, and ideas. This strategy will help us work together to shape a new future for tourism in Prince Edward Island."-Minister of Economic Growth, Tourism and Culture Matthew MacKay

  8. Government of Canada supports tourism development in Eastern PEI

    Island East Tourism Group Inc. has received a $78,950 non-repayable Business Development Program (BDP) contribution to support digital marketing, product development and industry training. The Province of PEI provided $68,500 from the Department of Economic Growth, Tourism and Culture's Regional Product Development Fund to support digital ...

  9. Eastern PEI strengthens tourism industry with new marketing initiatives

    Hillary MacDonald. Department of Economic Growth, Tourism and Culture. Senior Communications Officer. [email protected]. 902-394-6368. Patsy Gotell. Executive Director. Island East Tourism Group Inc. 902-394-6368.

  10. PDF Economic Growth, Tourism and Culture PO Box 2000 Charlottetown PE

    Hon. Matthew MacKay, Minister of Economic Growth, Tourism and Culture Mr. Kent MacDonald, CEO, Tourism PEI From: Regional Tourism Associations of Prince Edward Island March 31, 2020 Minister MacKay / CEO MacDonald, During this challenging time related to COVID-19, Prince Edward Island's collective of Regional Tourism Associations

  11. Economic Growth, Tourism and Culture

    The Department of Economic Growth, Tourism and Culture is committed to expanding Prince Edward Island's exports, creating jobs, and promoting overall economic growth and prosperity by encouraging business investment, development and sales in key economic sectors. The department strives for innovation by creating more opportunities for business, trade, jobs, and continuing to

  12. Innovation PEI Economic Growth, Tourism and Culture

    Driving the economy and profile of our province, inspiring growth in our people, productivity and economy, now and into the future.

  13. Eastern PEI strengthens tourism industry with new marketing initiatives

    - The Honourable Matthew MacKay, PEI Minister of Economic Growth, Tourism and Culture "Funding for these projects is key to promoting the unique places, food and experiences Eastern PEI has to offer. Despite the challenges brought on by COVID-19, we are determined to continue to build upon the strengths of our region, businesses and visitor ...

  14. Governments of Canada and the Atlantic Provinces investing $30 million

    - The Honourable Tammy Scott-Wallace, New Brunswick Minister of Tourism, Heritage and Culture "Prince Edward Island's tourism industry is made up of thousands of small businesses that provide vital employment and economic activity in our communities. Every year, visitors from around the world travel to experience all that the Island has to ...

  15. Canadian Premier League generates millions for P.E.I., officials say

    Economic Growth, Tourism and Culture Minister Matthew MacKay says the games had a huge economic spinoff for the province. ... Wayne Thibodeau is a reporter with CBC Prince Edward Island. He has ...

  16. Kal Whitnell

    Kal joined the Department of Economic Growth, Tourism and Culture in 2009 working across government to represent and support the interests of the businesses and citizens of Prince Edward Island. Kal is responsible for a team working on key policies related to population and labour market needs of the province.

  17. PEI Tourism Industry News

    Minister of Economic Growth, Tourism and Culture, Hon. Bloyce Thompson congratulates the Tourism Industry Association of Prince Edward Island and Tourism PEI for receiving a 2022 Skift IDEA Award for the Safe Haven program. Read More. Published June 10, 2022 New members on Tourism PEI Board.

  18. P.E.I. premier makes major changes in cabinet shuffle

    Bloyce Thompson moves from agriculture and land; justice and public safety to economic growth, tourism and culture. Four positions were unchanged: Jamie Fox, fisheries and communities.

  19. 'Hindsight is always 20/20': Deputy minister answers to committee on

    P.E.I.'s deputy minister of economic growth, tourism and culture says she should have disclosed records were missing in response to a pair of freedom of information requests in May 2019.

  20. Support for tourism operations in Western PEI

    The Province of Prince Edward Island is providing $160,280 through the Department of Fisheries and Communities, Skills Development, Innovation PEI, and Agriculture and Land. ... Tourism Area Partnership support tourism operators, while the Province is providing $21,000 through the Department of Economic Growth, Tourism and Culture.

  21. Meet Our Team

    Keith Hansen. Director, Tourism Intelligence & Stakeholder Investment. Meet the Tourism Intelligence & Stakeholder Investment Team. [email protected] 902.368.4237. Meet the Tourism Prince Edward Island executive team and senior management. Contact us today to learn more about the people that make up our organization!

  22. Careers

    As a crown corporation of the Government of Prince Edward Island, reporting to the Department of Economic Growth, Tourism & Culture, our agency is focused on supporting the continued growth of PEI's strategic and emerging sectors by providing expertise and funding programs to enable strong growth, accelerate entrepreneurship, and foster ...

  23. Veterans out, new faces in as P.E.I. Premier Dennis King unveils

    Bloyce Thompson becomes deputy premier and moves from minister of economic growth, tourism and culture to minister of agriculture and minister of justice and public safety and attorney general.

  24. Corporate Overview & Mandate

    Tourism PEI was established as a provincial crown corporation by the Tourism PEI Act (1999) and resides within the PEI Department of Fisheries, Tourism, Sport and Culture. A board of directors, with representatives of regional and private-sector tourism, governs the organization.. Mandate. The Tourism PEI mandate is to champion the tourism industry and market Prince Edward Island as a premiere ...