P.E.I. tourism industry gets aggressive on marketing for 2022-23 seasons

A tourism operator in Brackley Seashore says he’s cautiously optimistic in regards to the season forward.

Bob Boyle, who owns the Brackley Nation Inn and Brackley Drive-In, stated whereas there are some apparent challenges, resembling COVID-19 and hovering fuel costs, he thinks individuals are aching to journey.

“Individuals have a pent-up demand to get out and discover,’’ Boyle advised SaltWire Community throughout a break March 4 on the province’s 2022-23 tourism strategy and marketing launch in Charlottetown. “They’ve been caught at residence for over two years now. Fuel costs will play into (the problem) as a result of we’re a drive-to market, however I feel the actual fact individuals have been denied journey for therefore lengthy, (they’ll come).’’

Boyle stated each of his companies have been devastated by the continuing pandemic however says with restrictions starting to elevate issues are wanting higher.

“Our lodge enterprise was mainly worn out for the final two seasons. We had very minimal in a single day stays at our lodge. And our drive-in had challenges, COVID being considered one of them and there was the shortage of recent movies. That appears a lot better this season. So, total, we’re cautiously optimistic.’’

Brenda Gallant, director of promoting for Tourism P.E.I., stated each market shall be competing tougher for guests, so the province has to step up its recreation.

“We shall be very aggressive on the market. We’ve got to be,’’ Gallant stated, noting that the province will spend greater than $5 million this 12 months on advertising and marketing in comparison with $4 million in 2021.

“Many locations have been closed during the last couple of years, and there’s a actual pent-up demand. A variety of locations shall be attempting to get these travellers shifting, so we’re going to be going through stiffer competitors than we’ve ever had.’’

Charlottetown MP Sean Casey was additionally on the launch to announce the federal authorities, by means of the Atlantic Canada Opportunities Agency, is giving the trade $676,000 to create an occasions innovation fund to assist broaden tourism in all 4 seasons.

“Many locations have been closed during the last couple of years, and there’s a actual pent-up demand. A variety of locations shall be attempting to get these travellers shifting, so we’re going to be going through stiffer competitors than we’ve ever had.’’

Brenda Gallant

P.E.I. shall be zeroing in on the normal markets like New Brunswick, Nova Scotia, Quebec and Ontario however can be spending promoting {dollars} in Newfoundland and Labrador and Alberta.

Gallant stated Alberta is a key market to focus on as a result of Charlottetown added a direct flight from Calgary final 12 months and can add one from Edmonton this 12 months.

Gallant agrees with tourism operators who’re involved about fuel costs, however she doesn’t suppose it can have a serious affect.

“Previously, we’ve got carried out analysis to see what prevents individuals from coming right here and, surprisingly, fuel costs didn’t seem (as a giant issue),’’ Gallant stated. “It’d have an effect on short-haul journeys, so individuals coming from Nova Scotia and New Brunswick who would possibly come 5 instances (a summer season) would possibly cut back the variety of journeys they make. Nevertheless, should you’re planning a visit from Ontario, the fuel worth is probably going not going to affect the bulk (of individuals) planning a visit from an extended distance.’’

Gary Klassen, a tourism strategist from British Columbia who spoke on the March 4 launch, stated tourism operators have to alter their mindset on this period of pandemic and gas challenges.

“We have to shift our tourism mindset,’’ Klassen stated, including that P.E.I. must deal with what makes the vacation spot particular. “(P.E.I.) is world-renowned for its distinctive tradition, genuine experiences, contemporary and native meals, its hanging magnificence and countless seashores, its appreciation for the surroundings and its native characters. I imply, who does meals higher than you guys?’’

Gallant stated the province’s advertising and marketing marketing campaign this 12 months will deal with making individuals really feel like a go to to P.E.I. is an opportunity to get away from the stress of the previous two years.

“For those who speak to potential guests, every part has been a heavy weight on our shoulders,’’ Gallant stated. “Our marketing campaign this 12 months is concentrated on feeling lighter. Whenever you have a look at the (promoting) you’ll see (photos) of feeling lighter in all of these moments of approaching trip, whether or not it’s on a seashore, whether or not it’s great meals in a restaurant (or) the attractive surroundings. You’ll really feel lots lighter once you depart every part behind and are available spend time right here in Prince Edward Island.’’

Whereas Klassen stated P.E.I. is taken into account a COVID-19-safe vacation spot, there shall be no point out of that within the province’s tourism advertising and marketing marketing campaign.

“Individuals are very uninterested in listening to about COVID, so we’re not utilizing it particularly that means,’’ she stated. “We’re going to be giving individuals a way of safety, (telling individuals) to chill out and let go in a secure vacation spot.’’

Dave Stewart is a tradition reporter with SaltWire Community in Prince Edward Island