Tourism PEI is focused on continuing to promote Prince Edward Island as one of the world’s best tourist destinations.

Tourism PEI has the mandate to:

  • Promote continued growth in the tourism sector and ultimately “drive” tourism demand;
  • Work with other partners, including Destination Canada, the Atlantic Canadian Opportunities Agency (“ACOA”) and other Atlantic Provinces to market Prince Edward Island (“PEI”) as a premier tourism destination;
  • Actively facilitate the development of festivals, events, and activities that serve to motivate travellers to visit PEI;
  • Manage provincial tourism infrastructure, such as golf courses, parks, visitor information centres, and the Confederation Trail; 
  • Conduct tourism-related research; and
  • Administer and enforce the provisions of the Tourism Industry Act and regulations, in particular, the licensing of tourism establishments.

Tourism PEI is governed by a Board of Directors

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Structure and Employees

Marketing Communications, Sales and CRM

The Tourism PEI Marketing Division aggressively markets and promotes Prince Edward Island as a premier vacation destination through a comprehensive network of channels such as trade and sales, advertising and publicity, digital marketing and visitor services.

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Advertising and Publicity
Digital Marketing
Trade and Sales
Visitor Services
Strategic Initiatives

The Strategic Initiatives Division is responsible for guiding policy strategic planning, regulatory affairs and evaluation of tourism as an economic driver on Prince Edward Island.

Through various support programs, the Division is responsible for guidance and investment in Regional Tourism Associations and other sector groups to develop tourism products and strengthen capacity that ultimately benefits the tourism industry as a whole on PEI.

The Division oversees regulatory affairs that include enforcement of the Tourism Industry Act and the Highway Signage Act.

The Division is the lead liaison for intergovernmental affairs including an advocacy role to represent the interests of the tourism industry in key policy areas.

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Evaluation, Measurement and Business Intelligence Unit

This unit is responsible for managing business intelligence for Tourism PEI, leading tourism research on behalf of the Province, measuring tourism activities, and providing tourism information to support PEI’s tourism industry stakeholders.

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Product Development, Investment and Regulatory Affairs Unit

This unit is responsible for: working with all industry stakeholders to attract and grow tourism development opportunities, focusing on key verticals, (coastal, culinary, culture and golf) while increasing the awareness of the economic significance of tourism to provincial and local economies.

All regulatory functions administered under the authority of the Tourism Industry Act and Regulations as well as the Highway Signage Act and Regulations.


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Tourism Corporate Services / Golf / Parks

The Tourism Corporate Services/Golf/Parks Division of Tourism PEI is responsible for general administration, financial services, records management, risk management, provincial parks and provincial golf operations.

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Prince Edward Island Tourism
CEO's Office
Administrative Assistant
Director of Operations
Director of Marketing Communications
Director of Strategic Initiatives

General Inquiries

Tourism PEI
3rd Floor Shaw North
95 Rochford Street
PO Box 2000
Charlottetown, PE C1A 7N8

Industry Support Line:

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