Strategy Projects Progress
Projects in Progress | Completed Projects
Launched in early 2024, Prince Edward Island’s five-year tourism strategy is now in its third year, guiding efforts to grow a vibrant, year-round destination. Built on four pillars and 27 objectives, it supports increased visitation and revenue across both peak and shoulder seasons. For 2026–2027, Tourism PEI and partners are advancing priority projects through a focused, capacity-aware approach, with flexibility to add new initiatives as opportunities emerge.
Projects in Progress
| Project | Status | Lead | Project Description | Related Objectives | |
| 1 | YYG ATB Expansion Project Phase 2/3 | On track
| Charlottetown Airport Authority | The ATB Expansion Project is a five-year $40 million project. Phase 2/3 will expand the departure lounge, boarding gates and retail space; increase gates to 5; rotate and expand pre-board screening and queuing; and expand washrooms. | 1G |
Completed Projects
| Project | Status | Lead | Project Description | Related Objectives | |
| 1 | Tourism PEI CRM Upgrades 2025/2026 | Complete | Tourism PEI | Upgrade Tourism PEI’s Microsoft Dynamics 365 CRM to integrate daily water sampling data intake/flagging, add boil‑water advisory issuance & tracking, deliver training and documentation, and implement miscellaneous upgrades. | 3D&E, 4A&B, 4D |
| 2 | Spring Tourism Conference 2026 | Complete | TIAPEI | Host an industry day providing updates, training and data to better prepare industry for the upcoming season. | 1B, 4B, 4D |
Five Year Strategy for PEI's Tourism Industry (Launched early 2024)
Strategy Objectives
Pillar 1: Optimizing Tourism Enabling Environment
1A Ensure Effective Strategy Governance
1B Cultivate a Positive Tourism Mindset
1C Foster Balanced Regional Tourism Development
1D Drive Community Engagement & Prioritization of Tourism
1E Stimulate Tourism Investment & Entrepreneurship
1F Strengthen the Tourism Workforce
1G Enhance Destination Access and Transportation
1H Engage Economic Development and Business Support Agencies on tourism
1I Encourage Non-Profit and Community-Led Tourism Development
Pillar 2: Marketing & Sales
2A Implement Targeted, Year-Round Marketing
2B Leverage Meetings and Conventions to Attract Visitation Year-Round
2C Leverage Sports Tourism to Attract Visitation Year-Round
2D Support and Grow Cruise Sector Visitation
2E Target High-Yield Source Markets
2F Market Niche Tourism Offerings
2G Continue to Support the Attraction of the Family Travel Market
2H Optimize Target Audiences and Source Market Segments Based on Season
2I Maximize the NHL Partnership Opportunity
Pillar 3: Improve Tourism Products, Experiences, & Infrastructure
3A Strengthen PEI's Culinary Tourism Offerings
3B Grow Wellness-Focused Products and Experiences
3C Support the Growth of Indigenous-Led Tourism
3D Maintain and Upgrade Tourism Infrastructure
3E Drive High-Yield Product & Experience Development
Pillar 4: Improving Tourism Capacity
4A Improve Customer Experience and Service Delivery
4B Facilitate Informed Decision-Making
4C Build Tourism Industry Resiliency
4D Grow the Operational Capacity of Island Operators
Other Tourism-Related Strategies
Embrace the Seasons Tourism Vision
A Seasonal Expansion Strategy released in October 2023 to grow tourism activity in Prince Edward Island from the November to April period
Workforce Action Plan
A three-year action plan designed to offer tangible and measurable goals, objectives and actions to address the gaps, challenges and opportunities (April 2022).
The Way Forward Golf PEI
The 2024-2028 strategic plan outlines a clear path forward for the next five years to maximize new opportunities