New strategy to grow Island tourism 

Prince Edward Island’s tourism industry, in partnership with the Department of Economic Growth, Tourism and Culture, is developing a new 5-year growth strategy for the province. 

Charting the Future: A Strategy to Accelerate Prince Edward Island Tourism Growth to 2025 will help grow tourism businesses and new visitor destinations by attracting more private sector investment and alignment with government planning. It will also create jobs and contribute to the economic growth of the province.

Last fall, the Tourism PEI Board of Directors identified the need to develop a new plan as the existing strategy, Vision 2021, ends next year. The board established a steering committee and issued a request for proposals to hire a consultant to help develop the strategy. After reviewing submissions, the committee unanimously selected Twenty31 Consulting Inc. 

“We’re excited to work with Twenty31 Consulting Inc. They have world-renowned experience and a strong understanding of the industry, especially in Atlantic Canada,” said Tourism PEI board chair David Groom. “Together, we look forward to proactively creating a new strategy for the future of tourism in Prince Edward Island.”

Starting next month, Twenty31 Consulting Inc. will seek input from people in the industry through one-on-one interviews, workshops and an online survey.

“The Government of Canada values the longstanding, positive relationship it has developed with the provincial government and tourism stakeholders on Prince Edward Island. We look forward to building on this relationship and working together to help the Island stand out in this exciting and competitive industry,” said the Honourable Mélanie Joly, Minister of Economic Development and Official Languages. “I am pleased to announce that the Atlantic Canada Opportunities Agency is investing $75,000 in Tourism PEI to get started on a new provincial tourism strategy that will draw more visitors, grow the economy and create jobs. The funding is provided through the Canadian Experiences Fund (CEF), an initiative of the Government of Canada’s new Federal Tourism Growth Strategy.”

“We’re proud to collaborate with the hard working people in the tourism industry to develop a new strategy to benefit both Islanders and visitors. We recognize they are the experts who work hard to enhance the tourism experience for our visitors. We look forward to using this new strategy to help guide Tourism PEI planning for years to come.”

-  Economic Growth, Tourism and Culture Minister Matthew MacKay

Media contacts:
Hillary MacDonald
Department of Economic Growth, Tourism and Culture

Jana Parker Smith
Communications Manager
ACOA PEI & Tourism


The following are members of the Tourism PEI Board of Directors:

  • David Groom (chair)    
  • Matthew Jelley (vice-chair)    
  • Sandi Lowther    
  • Perry Gotell    
  • Louise Arsenault    
  • Derrick Hoare    
  • Claus Schmidt    
  • Angie Cormier    
  • Donna Sentner
  • CEO of Tourism PEI

Steering committee representatives:

  • David Groom 
  • CEO of Tourism PEI
  • Don McDougall
  • Perry Gotell 
  • Liam Dolan
  • Kirk Nicholson
  • Pat Dorsey

General Inquiries

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

Tourism PEI Visitor Information : 1-800-463-4734 
Tourism PEI Switchboard: 902-368-5540 
Industry Support Line 1-866-213-7521 

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