Tourism PEI Board of Directors

Tourism PEI is a crown corporation that reports to the minister responsible for tourism and is responsible for the promotion of Prince Edward Island as a premier tourism destination; tourism development and investments; the development and implementation of industry support programs; management of regulatory affairs; and evaluation and measurement of the industry. The crown corporation also manages the provincial park system, three provincial golf courses, Confederation Trail, Mark Arendz Provincial Ski Park at Brookvale and visitor information centers.  

Tourism PEI Objectives

  • To provide leadership in the development, support and implementation of the government’s tourism strategy;
  • To provide advice, information, infrastructure and services to the private sector and governments so as to assist in the promotion and development of tourism in Prince Edward Island;
  • To provide strategic leadership to government’s efforts to assist, establish and maintain profitable tourism enterprises on Prince Edward Island;
  • To provide strategic and operational leadership in government’s efforts to:
    • gather, interpret, and disseminate tourism market information to be used by private and public sector organizations on Prince Edward Island, and
    • enhance the competitiveness and wealth-creation capabilities of those organizations;
  • To encourage and provide assistance to Prince Edward Island enterprises in the creation, maintenance, or expansion of tourism activity on Prince Edward Island;
  • To identify and encourage the development of new forms of tourism enterprise in Prince Edward Island;
  • To work with tourism agencies of other jurisdictions in the development of policies and agreements in support of tourism development in Prince Edward Island;
  • To encourage Prince Edward Island firms and individuals in the preparation and implementation of sound business plans and marketing strategies;
  • To plan and implement an annual tourism marketing plan and strategy to enhance the province as a tourism destination

Tourism PEI Operating Divisions

Strategic Initiatives Division is responsible for tourism research and statistical reporting, product development and investment, the development and implementation of industry support and managing regulatory affairs pursuant to the Tourism Industry Act and the Highway Signage Act. This division is also the lead liaison on intergovernmental and policy matters such as air access, tourism-related legislation, labour and immigration issues and land use matters.

Marketing Communications Division aggressively markets and promotes Prince Edward Island as a premier tourism destination and ensures quality services for the tourism industry of Prince Edward Island. The division is responsible for consumer advertising and public relations, media relations, sales and trade initiatives, visitor services, along with publications and customer service centers including the provincially run visitor information and call centers.  

Corporate Services Division is responsible for general administration, financial services, human resources, records management, insurance matters, and FOIPP. It also manages the provincial park system and provincial golf operations.  

What is the function of the Board?

The board is responsible for the administration of the Tourism PEI Act and regulations and the general operations of the organization, including:

  • creating broad policy and setting the strategic direction of the Crown, to ensure alignment with the priorities of government.
  • coordinating and aligning Government and industry collaboration to grow and maximize tourism returns for the Province.

The board may make by-laws, not inconsistent with the Tourism PEI Act or regulations, and implement policies for its internal organization and the regulation of its operations, including:

  • the functions of the officers, agents and employees of the corporation
  • the appointment of a special committee of the board, including the task, scope and powers of the committee
  • the conduct of the affairs of the Corporation not otherwise provided for in the Tourism PEI Act or the regulations

The Board will not be involved in the day-to-day operations of the crown.

Primary Role: Advisory
The crown, Tourism PEI, is an agent of the provincial government and is ultimately accountable to the Minister responsible for Tourism.

How many people are on the board?

In 2018, a number of amendments were made to the Tourism PEI Act, including changes to the minimum size of the board, a shift in composition to members from the private sector, clarification of powers, and modernization of processes.

The updated legislation outlines that the affairs of the agency shall be conducted by a board of directors as follows: size of not less than seven and not more than nine persons;

  • members from the private sector, with a majority representing the tourism industry broadly representing the PEI business community; and  
  • at least one representative that lives and works in each of Prince, Queens and Kings Counties.

The CEO of Tourism PEI shall serve as secretary to the Board.

What are the requirements of board members?

Work and Experience Requirements

  • strong background and experience in business, currently working at an ownership or senior management level in their respective area of expertise; and
  • experience in tourism is an obvious asset.

Skills Required

  • sound understanding of good business and economic development policy; and
  • a broad competency level or skills in the following disciplines: strategic thinking, finance, human resource management, governance, international business, legal/risk management, etc.  

What are the nomination requirements?

Statutory Nomination Requirements
The Lieutenant Governor in Council shall appoint all members, including the chair and vice-chair.

Will I get paid?

Yes, the chairperson receives $4,000 annually plus $175/diem. Members receive $2,000 annually plus $125/diem.

What is the time commitment of the board?

The board is being formed and the first year is expected to be very active as new by-laws and governance models are developed.  It is anticipated that regular quarterly meetings will happen with moderate to considerable preparation time required.

All new nominees will be contacted and required to provide a criminal record check prior to appointment.

The term of office of members of the board shall be as specified by the Lieutenant Governor in Council in the instrument of appointment, but are typically from two to four-year terms. Private sector members of the board may be reappointed for one additional term of up to four years.

Tourism PEI Board of Directors
Name County Term Start Term End
David Groom, Chair Prince October 31, 2023 October 31, 2026
Matthew Jelley, Vice-chair Queens October 31, 2023 October 31, 2026
Perry Gotell Kings October 31, 2023 October 31, 2024
Louise Arsenault Prince October 31, 2023 October 31, 2025
Derrick Hoare Queens October 31, 2023 October 31, 2024
John Cudmore Queens May 17, 2022 May 17, 2025
Jacqueline DesRoches Queens May 17, 2022 May 17, 2025
Kirk Nicholson Queens May 17, 2022 May 17, 2025
Tourism PEI CEO Queens at pleasure at pleasure

How can I apply?

If you would like to serve as a member of a provincial government agency, board, or commission (ABC) you can apply online through Engage PEI. 

Who can I contact?

Tourism PEI
PO Box 2000
Charlottetown, PE C1A 7N8

Telephone: (902) 368-5874

Published date: 
November 30, 2023
Executive Council Office

General Inquiries

Executive Council Office
5th Floor, Shaw Building
95 Rochford Street
P.O. Box 2000,
Charlottetown, PE C1A 7N8

General Inquiries:
Phone: 902-368-4502
Fax: 902-368-6118

Engage PEI Inquiries: 

Visit Engage PEI to learn more about serving as a member of an agency, board or commission (ABC).
Engage PEI