Prince Edward Island

1

• Prince Edward Island
• Beaches Strategy

2
The Committee

• The Beaches Strategy Steering Committee includes
  representatives from
• TIAPEI
• Tourism PEI
• Parks Canada
• ACOA
• Tourism Advisory Council
• PEI Hotel Association

3
The Funding Partners

• Atlantic Canada Opportunities Agency
• Tourism PEI
• Parks Canada

4
Project Mandate

• The Committee was formed to obtain research and
  analyses that investigated and recommended an
  optimal, best practice approach to the
  development, promotion and marketing of the
  Prince Edward Island Beach Product.
• Environics Research Group was contracted to
  deliver this information.

5
The Components

• 1. Secondary research to identify consumer trends
  and best practices by competitive and
  non-competitive destinations. Beaches studied
  included
• Shediac, New Brunswick
• Sandbanks Provincial Park, Ontario
• Wasaga Beach, Ontario
• Old Orchard Beach, Maine
• Cape Cod, Massachusetts
• Mystic Country, Connecticut
• Myrtle Beach, South Carolina
• New Smyrna Beach, Florida

6
2. Inventory of beaches and related
infrastructure on Prince Edward Island

• Included
• Prince Edward Island National Park Beaches
• All Provincially owned beaches
• Community beaches

7
3. SWOT analysis of beaches and related
infrastructure on Prince Edward Island

• The Strengths
• Accessibility
• Variety
• Value
• Strong, Unique Attractions
• Tourism Infrastructure
• The Weakness
• Market Recognition and Exposure

8
SWOT Analysis - continued

• The Opportunities
• Beach travel remains in high demand
• There is a strong potential among the Canadian
  domestic market
• The Threats
• Travel choices/increasing and strong competition

9
4. Consumer perception based on focus groups

• Consumer focus groups were held in
• Halifax
• Boston
• Montreal
• Toronto

10
5. Strategy development

• Embark on a comprehensive Beach Development Plan
  by first segmenting beaches according to a tier
  structure.
• Develop/enhance/upgrade beach infrastructure to
  match desired tier level.
• Develop, track and manage a catalogue of PEI
  Beaches, both from an inventory standpoint and
  from a marketing tool for beach consumers.
• Focus on beach product gaps and opportunities
• Safety is important! Continue to emphasis safety.

11
Whats Left?

• Budget process for beach upgrades
• Complete tier rating of all Island beaches
• Produce piece for consumer use

12
(No Transcript)