Eastern PEI strengthens tourism industry with new marketing initiatives and experiences 

News release

Tourism groups and businesses receive funding for digital marketing intiatives, infrastructure projects and festivals  

May 6, 2021 · Cardigan, Prince Edward Island · Atlantic Canada Opportunities Agency (ACOA)

With many travel and public health restrictions still in place, the region’s tourism industry is facing a long and challenging road to recovery. That is why the Government of Canada is investing in six tourism groups and businesses in Eastern Prince Edward Island (PEI), to boost tourism initiatives and help the industry prepare for a swift recovery when travel restrictions are lifted.

Federal government invests in regional sector growth

Today, the Honourable Lawrence MacAulay, Minister of Veterans Affairs and Member of Parliament for Cardigan, and the Honourable Matthew MacKay, PEI Minister of Economic Growth, Tourism and Culture, today announced a combined investment of $743,079 for seven projects to help grow the tourism sector. Minister MacAulay announced the funding on behalf of the Honourable Mélanie Joly, Minister of Economic Development and Official Languages.

The funding is being provided to Island East Tourism Group Inc., Prince Edward Island Fibre Festival Inc., Point Prim Lighthouse Society Inc., Big Field Traditions Inc., Montague Waterfront Development Corporation and Nature Space Eco Resort Inc. to develop new digital marketing and visitor experiences in Eastern PEI. Additional information on the projects is given in the related backgrounder.

Today’s announcement further demonstrates the Government of Canada’s commitment to help position the tourism sector and the region for a strong recovery, while promoting all the amazing places, experiences and products Atlantic Canada has to offer. 


“Our government is continuing to support our tourism, arts and culture sectors while they prepare to welcome visitors from home and abroad when it is safe to do so. Our support will help tourism businesses and organizations draw visitors to our communities and rural areas once again, creating jobs and helping businesses come back from this crisis stronger than ever.”

-    The Honourable Mélanie Joly, Minister of Economic Development and Official Languages and Minister responsible for ACOA

“Our tourism operators have shown a lot of resilience over the past year, and I know they’re ready to welcome visitors back as soon as it’s safe to do so. This support will help make sure our tourism industry in Eastern PEI will be able to bounce back from the pandemic, and I’m looking forward to seeing businesses around here really get moving as we come through these next few months.”

-    The Honourable Lawrence MacAulay, Canada’s Minister of Veterans Affairs and Member of Parliament for Cardigan

“We’re on the road to recovery, and I want to thank both the Government of Canada and the Department of Fisheries and Communities for their support. Better, brighter days are ahead for Prince Edward Island’s tourism industry and I can see the light at the end of the tunnel. I can’t wait for us to get back to doing what we do best, delivering world-class hospitality to our visitors, when the time is right.

- The Honourable Matthew MacKay, PEI Minister of Economic Growth, Tourism and Culture

“Funding for these projects is key to promoting the unique places, food and experiences Eastern PEI has to offer. Despite the challenges brought on by COVID-19, we are determined to continue to build upon the strengths of our region, businesses and visitor experiences for years to come.”

- Patsy Gotell, Executive Director for Island East Tourism Group Inc.

Quick facts

  • One of six regional tourism associations, Island East Tourism Group Inc. has more than 300 members throughout eastern PEI working to promote the Points East Coastal Drive.

  • The PEI Fibre Festival will celebrate fibre enthusiasts by showcasing and promoting Atlantic products through a 3-day festival of educational and interactive experiences and a bilingual website.

  • Incorporated in 2011, the Point Prim Lighthouse Society Inc. protects the heritage and character of the lighthouse and its surroundings.

  • Big Field Traditions Inc. is a not-for-profit organization with a mission to foster, promote and facilitate the traditional music and culture of PEI. It hosts the Rollo Bay Fiddle Festival and provides space for other events. 

  • The Montague Waterfront Development Corporation operates the Montague and Brudenell Marinas. It is operated by an independent board of directors appointed by the Town of Three Rivers. The board’s mission is to develop, promote and manage the Waterfront area.

  • The Nature Space Resort & Retreat Centre is a four-season Glamping Resort and Retreat Centre in St. Peter’s Harbour, PEI.

  • Funding for these projects is being provided from a variety of ACOA programs, namely the Regional Economic Growth through Innovation (REGI) program, the Business Development Program (BDP) and the Innovative Communities Fund (ICF). 

  • Budget 2021 includes $101.4 billion over three years in proposed investments as part of the Government of Canada’s growth plan to create good jobs and support a resilient and inclusive recovery. 

  • One of the key measures in Budget 2021 includes revitalizing Canada’s tourism sector through $1 billion to help tourism businesses recover and support festivals and cultural events that provide jobs and growth in many of our cities and communities.

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Associated links


Catherine Mounier-Desrochers
Press Secretary
Office of the Minister of Economic Development and Official Languages

Jana Parker Smith
Communications Manager, Prince Edward Island
Atlantic Canada Opportunities Agency

Hillary MacDonald
Department of Economic Growth, Tourism and Culture
Senior Communications Officer

Patsy Gotell
Executive Director
Island East Tourism Group Inc.

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