Initiative 4:
Collect and share market and resident sentiment research (Complete)
| Action | Time Trigger / Status | Notes |
| Collect and share global, domestic and local tourism trends research |
0-3 months Complete
|
Research collected, organized, and published on Tourism PEI's industry website as of Mar. 16, 2022. A system has been established for the ongoing identification, organization, and dissemination of research. |
| Collect and share competitor research |
0-3 months Complete |
The ongoing collection and dissemination of competitor research will occur in conjunction with global, domestic, and local tourism trends research outlined in Tactical Action 4.1. |
| Conduct and share surveys and digital listening analysis in primary and up-and-coming target markets with PEITS. |
0-3 months Complete |
Conducting tourism research is an ongoing function of Tourism PEI. Tourism PEI launched a visitor exit survey in February 2023. The exit survey is being distributed at the Confederation Bride, Charlottetown Airport, Wood Islands Ferry and Charlottetown Port. Tourism PEI executed a Winter Travel Study between November 2022 and January 2023. Two research summaries have been prepared and are undergoing quality assurance for posting on tourismpei.com/industry. Tourism PEI partnered with Destination Canada's for the 2022 Global Tourism Watch Study. Tourism PEI conducted a 2022 Domestic Travel Study in NB, NS, PEI, NL, ON, QC, AB, BC. MQO Research - Festivals and Events Consumer and Supply Chain Study, available on Tourism PEI's industry website as of Mar. 24, 2022. Tourism PEI engaged Destination Think! to subscribe to their social listing platform - Tourism Sentiment Index. Tourism PEI engaged Environics to subscribe to their Envision platform and North American databases to develop custom leisure visitor segments. |
| Conduct pulse check of local sentiment to better understand local needs and share with PEI tourism stakeholders |
0-3 months ongoing Complete |
Tourism PEI completed a Local Perception of and Support For Tourism study on May 30 2022. DC's ongoing resident sentiment tracker (since May 2020). |
Legend:
DC = Destination Canada