Sharpening the Approach2012 Tourism PE i ANNuAL PLANMomentum - Invention - Mobilization

Tourism is a major industry on Prince Edward Island, responsible for nearly seven per cent of the province’s GDP, employing thousands of Islanders and creating millions of dollars in revenue. The Department of Tourism and Culture supports the province’s industry and markets Prince Edward Island as a world-class travel destination. The 2012 annual tourism plan provides a road map for the coming year, identifying new initiatives and strengthening existing programs that align with Strategy 2015: Momentum-Invention-Mobilization, the Tourism Advisory Council’s five-year strategy to grow the industry. With government and industry working together, Sharpening the Approach will help grow this important industry for the benefit of all Islanders.

The Path to Purchase will be a valuable tool in increasing Prince Edward Island’s competitive advantage and give a renewed focus to the development of new programs and promotions. Each activity developed by the Department of Tourism and Culture will tie in to the various steps of the path. This will ensure each activity is focused on growing visitors’ interest in travelling to Prince Edward Island and taking them along the path, from learning about Prince Edward Island’s brand to booking their vacation. PATh PriNciPLEs:• The department’s database of visitor information is central to the Path to Purchase. Each activity and program will capture visitor information, allowing the Department of Tourism and Culture to follow up with potential tourists with the goal of having them visit Prince Edward Island.• Opportunities for partnerships between the department and industry will be developed along various steps of the path to drive consumer engagement and conversion.• Research and data will be used to evaluate program activity.

Awareness Dream Considering Purchase Visit AdvocacyMovie Creation

DetailedPlanning

TripFinalization

Canadian Tourism Commission Path to Purchase

NEw TooLs for 2012 These new tools will assist the Department of Tourism and Culture and operators in growing Prince Edward Island’s competitive advantage and positioning the province as Canada’s premier tourism destination.

LoyALTy ProgrAm (working title) : • VIP travellers given loyalty cards. • co-op opportunities.• Participating operators offer benefits to card holders.

iTiNErAry PLANNEr :• To be launched April 2012.

AssET ProgrAm : • Increase the quantity and quality of HD video content on department and industry websites.• Cost-shared program between industry and Department of Tourism and Culture.

PAcKAgE BuiLDEr:• New opportunities for industry to co-op to build packages.

2012 KEy EvENTs :• Hockey Day in Canada (Feb 8 -11) • Cavendish Beach Music Festival • Island Fusion Festival • Festival of Small Halls

2012 Tourism PrioriTiEs :• Showcase what sets Prince Edward Island apart as a premier tourism destination based on our golf, culinary and cultural sectors.• Increase marketing and sales opportunities, including partnership opportunities between the department and operators.• Become a Canadian leader in technology that will support the Island’s tourism operators.• Planning for the 150th celebrations of the Charlottetown Conference in 2014.• Continue to focus on our key markets, including: Middle-class couples: Empty nesters; live in suburban key markets (Halifax, Southwestern Ontario); average household income of $70,000+. Middle-to-high income families: Live in suburban/urban key markets (Toronto, Montreal, Ottawa); well educated.

BuiLDiNg oN ExisTiNg ProgrAms:• Island Fusion Festival • Regional Tourism Association model• Arts and Heritage Trail • Three-year conventions and meetings plan

sTrENgThENiNg ThE BrAND Prince Edward Island is known as a place of rejuvenation, revival and renewal. The 2012 annualtourism plan will continue to build this brand, focusing on coastal landscapes, golf, culinary and culture as the cornerstones–key demand generators– of the industry. The 2012 plan will continue to focus on the 40+ adult market while also strengthening the family market. ENhANciNg PEi’s sociAL mEDiA PrEsENcE:• Engage all target markets through social media.• Mosaic to develop strategy; Department of Tourism and Culture to implement in-house through Twitter, Facebook, YouTube, Flickr.

mArKETs:New Brunswick/Nova scotia:• Represents largest number of visitors; mainly traditional families.

ontario/Quebec:• Upper-middle class; key growth market.

united states:• Upper middle-class families; plan to target Maine; growth market.

ThE Tourism LANDscAPE Nationally, the tourism industry has faced some challenges, with record-high gasoline prices, economic uncertainty and wet weather, resulting in softer visitor numbers, particularly from the United States. Overall trips from the United States to Canada were down nearly four per cent as of September, compared to 2010. The region experienced similar challenges with Nova Scotia and New Brunswick posting softer results over last year.

Prince Edward Island was not immune to these challenges. However, the province continued to grow its brand and events such as the Fall Flavours Festival and Cavendish Beach Music Festival helped to offset some of these challenges, allowing Prince Edward Island to fare better than other jurisdictions. Sharpening the Approach will support industry in facing these challenges in the coming year.

January-september, 2011

% Change 2010/2011

~ = Not open / operating N/A = Not available ** = Data not comparable

1st Quarter 2nd Quarter 3rd Quarter

YTD Jan

Feb

Mar

Apr

May

Jun

Jul

Aug Sep

~ = Not open / operating N/A = Not available ** = Data not comparable

Bridge -7.7% 6.7% -7.1% -2.1% 12.1% -8.0% -12.2% -14.3% -13.6% 4.1%

Air -2.4% 5.7% -1.0% -5.1% 0.6% -1.8% -14.2% -4.1% 0.9% 1.1%

Ferry -5.8% ~ ~ ~ ~ -6.7% -6.5% -10.1% -10.8% 7.2%

Cruise Ships -2.5% ~ ~ ~ ~ 538.3% 136.9% 115.8% -52.5% -36.1%

Motorcoach 13.9% ** ** ** -69.4% -46.5% 3.6% 12.9% 18.3% 19.1%

Traffic