Unit 5

Passport to Adventure

"Life is like the ocean. Waves will try and knock you down and push you back to where you started but once you fight through them, the entire ocean is yours." ~ Anonymous

The Prince Edward Island Provincial Government -- Economic Development and Tourism Department, is committed to expanding PEI's exports, creating jobs, and promoting overall economic growth and prosperity by encouraging business investment, development, and sales in key economic sectors. The department strives for innovation by creating more opportunities for business, trade, and jobs, and by continuing to promote PEI as one of the world's best tourism destinations.

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Finances

2017 Visitors

PEI's Economic Development & Tourism department reported that 2017 recorded 1.56 Million visitors and 1 025 959 overnight stays. This was the 4th consecutive record-breaking year representing an increase in access to the island by bridge (up 2.7%), ferry (up 25.2%), air (up 4.6%), and cruise (up 34.7%).

2017 Tourism Dollars

in 2017, Economic Development reported $447 Million in tourist expenditures.

Revenue Leakage

Not all revenue generated from tourist expenditures in a tourist destination reaches the direct region and community because part of it goes abroad. This is commonly called "leakage."

With agriculture, the number one industry, there is very little leakage in the food sector. Another factor in keeping the revenue within PEI is the lack of chain franchise food and accommodation options. By taking advantage of homegrown businesses, this strongly supports PEI. One area that does represent revenue leakage is the cruise ship industry. Although cruise ships bring travellers to PEI, only a small amount of spending stays on the island. Instead, the majority of food and accommodation dollars spent goes to the cruise ship international owner.

Balance of Payments

Balance of payments is an accounting term that measures the economic and financial situations of a country compared to another country. Here's another way to understand this term by using this scenario: How much money do Canadian tourists spend outside Canada? Now think about how much money foreign tourists spend inside Canada? Compare these two dollar figures to get a balance of payments figure. The total value of money coming into Canada minus the total amount of money going out gives you a country's tourism balance of payment.

Marketing

2018 Marketing Plan

One of the new initiatives of the 2018 Marketing Plan is the "Ask an Islander" section within the Official Prince Edward Island tourism website. Potential tourists get their FAQ answered with a local perspective.

Travel Trade

There has been recent work with travel trade shows, tour operators, airlines, cruise lines, and international media outlets in Japan, Germany, South Africa, Nova Scotia, and United States.

Advertising

Notable social media and print publications recommending PEI:

Increase in Digital and Social Media presence
BBC
Trip Advisor
New York Times
Travel & Leisure
CNN Travel
Today's Parent
Delightful Travellers Blog
Air Canada and Airport Ads
Radio commercials
Transit Bus Ads
Billboards
Elevator Ads
Ottawa Senator Arena Ads
Food Network sponsorship
Partnerships with various PEI tourism associations
TV show Anne support
Magazine Ads

Staffing

Staffing Opportunities

Accommodations
housekeeping
front desk
general managers
supervisors
Food & Beverage
servers
bartenders
cooks and chefs
kitchen staff
front end workers
supervisors
managers
Travel Services
visitor information counsellors
tour guides
Transportation
ferry boat captains
taxi drivers
motor coach drivers
Recreation and Entertaining
golf courses
bike rentals
outdoor adventures
cultural events
Understanding of tourism laws and regulations
Management skills
Wall structural maintenance skills

The Management