Province recognized with national award for sport tourism

Tourism PEI has been awarded Sport Tourism Canada’s (STC) Sport Event Partnership of the Year for its activation at the 4 Nations Face-Off in February 2025.

The award recognizes successful partnerships that delivered an outstanding sport event in Canada in 2025. Tourism PEI’s activation was created for, and featured during, the 4 Nations Face-Off, a best-on-best mid-season tournament contested by Canada, Finland, Sweden and the United States, which was hosted by the National Hockey League (NHL) and the National Hockey League Players Association (NHLPA). The promotion combined broadcast exposure, in-arena activities, and fan experiences that highlighted PEI’s culture, food, and natural beauty. The campaign helped raise national and international awareness of Prince Edward Island and encouraged more people to explore what the province has to offer.

Over 16 million viewers in North America tuned into the championship game – the second-most watched hockey game in the past decade – which heavily showcased the Prince Edward Island brand.