Fall & Winter Tourism Product Development Fund 2023/24

The 2023/24 Fall and Winter Tourism Product Development Fund will provide assistance to PEI tourism businesses and will be administered through a joint partnership between Tourism PEI (TPEI), Regional Tourism Associations (RTAs) and Destination Management Organizations (DMOs), including:

• Central Coastal Tourism Partnership
• Discover Charlottetown
• Explore Summerside
• Island East Tourism Group
• North Cape Coastal Tourism Partnership
• Tourism Cavendish Beach

Program Details

The goal of the program is to incentivize operators to create and develop inspired ideas and new product offerings that will support tourism operators across PEI and grow Prince Edward Island as a multi-season tourism destination. The following are examples of desired program outcomes:

• create more reasons for visitors and Islanders to visit regions outside of the peak tourism season,
• ability for businesses to sustain operations and retain staff,
• reduce risk for operators to try new initiatives,
• enable RTAs/DMOs to round out the product mix during non-peak times,
• directly impact restaurants, accommodations, retailers, experience providers and/or attractions, and
• develop new product offerings to create a strong shoulder season brand for PEI and to showcase PEI as a multi-season tourism destination.

What level of funding is available?

Maximum eligibility for any one operator is $7,500 (non-repayable) regardless of number of projects proposed. Funding must be used for fall and winter initiatives and be implemented before April 30, 2024.

Consulting fees for the development of new tourism-related products are eligible to a maximum of 25% of awarded funding or $1,875.

What is the eligibility for operators?

• Applicants must be a for-profit Island-owned tourism business and a member of the RTA/DMO to which the application is addressed.
• The tourism establishment must open a minimum of nine (9) months per year.
• The tourism establishment must be licensed under the Tourism Industry Act as hotel, motel, bed and breakfast, inn, resort, cottage operation or campground,
  • establishment must be used for business activity and not, whole or in part, for primary residential purposes, unless operation is a bed & breakfast or inn.
  • for a cottage operation, the owner must have more than one cottage unit.
  • a bed & breakfast or inn, where the owner resides to assist with operations, must have a minimum of three (3) guest bedrooms with each having a minimum of one semi-private bathroom assigned for the exclusive use for no more than two (2) parties. 
• Owners must contribute a minimum of 15% of total project cost.
• Marketing expenses related to the funded project are eligible.
• Owners are responsible for all financial risk associated with the initiative.
• Owners must meet all requirements of all federal and provincial legislation and municipal by-laws.

Are RTAs and DMOs eligible for funding?

Yes, projects led by a RTA or DMO are eligible for funding up to a maximum of $7,500.

What is not eligible?

• Any non-Canadian or publicly-traded company or a company owned by the same are excluded.
• Corporate-run operations of a franchise network with establishments located outside of PEI are excluded.
• Public sector organizations are not eligible (federal, provincial, municipal governments, development corporations, and crown corporations).

What are the application requirements?

• One-page application that describes the proposed initiative, intentions to package other winter assets with the funded project (if applicable), how it will benefit tourism development in the non-peak season and the budget.
• Operators must submit an application to the RTA/DMO where the business is located, not where the corporate office is located, e.g. a tour company that operates across the province should apply to the RTA/DMO where the office is located. If no office exists, operator must pick one RTA/DMO and cannot apply to multiple.
• Operator/tourism business must contribute a minimum 15% of total project costs; to be submitted built into proposed budget.
• Activities and events funded through this program, must list the respective RTA/DMO as a partner, and where applicable, create a Facebook event and make the respective RTA/DMO a co-host to enable additional promotion.
• Successful applicants are encouraged to use other social channels to promote their activity and/or event and list/tag their respective RTA/DMO and Tourism PEI in posts.
• Programming that expresses a commitment to shoulder-season extension and a desire to explore these as annual events will receive priority, and
• Preference will be given to those who demonstrate packaging opportunities that create a cluster of winter products.

What is the timeline?

• Projects must be completed by April 30, 2024.
• Recipients must invest a minimum of 15% of total project costs.
• Eligible costs begin from the date of an applicant's approval to April 30, 2024.

What must be reported?

• All recipients must provide a final report to the respective RTA/DMO on how the funding was used and the results of the initiative.
• Claims must be supported by invoice and proof of payment.
• Any transaction must be completed between two parties operating at arm’s length.

How to apply

Submit a one-page application to your regional DMO or RTA with the following information:

• description of proposed initiative,
• intention to package other winter assets (if applicable),
• benefit to tourism development in the non-peak season, and
• proposed budget.