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PROMOTING AND ADVANCING THE TOURISM INDUSTRY IN PRINCE EDWARD ISLAND

Tides

TOURISM FEBRUARY 2013

call 1-800-761-2806 or find your ferry tale online at www.ferries.ca

TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND BROUGHT TO YOU BY

PUBLISHED BY TIAPEI 25 Queen Street, 3rd Floor P.O. Box 2050, Charlottetown, PE Canada C1A 7N7 Phone: (902) 566-5008 Toll-free: 1-866-566-5008 Fax: (902) 368-3605 Toll-free fax: 1-877-368-3605

POSTMASTER: Publication Mail Agreement No. 40024264 3431657 Return Undeliverable Canadian Addresses to: TIAPEI, Box 2050 Charlottetown, PE C1A 7N7

IN THIS ISSUE President's View/New Members... 2 Executive Director's Report/ UPEI TRC Contest Winner.............. 3 HST & The Tourism Industry Pt. 2.... 4 2013 Job Fairs....................................5 PEI National Parks - Greenwich Trail Recognized as "Destination Trail"....6 Newly Certified..................................7 HR Champion - Communication......8

Passport to Employment Programs/ Gay Tourism Potential........................9 What's New at ACTP.......................10 2013 Tourism Conference and Awards Gala................................... 11 FOR ADVERTISING INFORMATION: Imageworks Communication Group 118 Sydney Street, 2nd floor Charlottetown, PEI C1A 1G4 (902) 894.7071 www.iwpei.com


TOURISM TIDES - FEBRUARY 2013

PRESIDENT'S VIEW

GREETINGS TOURISM OPERATORS: Firstly, I would like to wish everyone a very happy and prosperous New Year in 2013. This year, as tourism operators with a vested interest in improving our profitability, we must team up and work hard to influence change and ensure the success of our industry. Your engagement and participation at our AGM was very encouraging, your feedback was most welcome and well taken, and now we require your continued support, participation and hard work to create a clear and focused strategy that will move

our industry forward positively for sustainability. Recent feedback from the proposed province wide levy has been received from all the RTA’s and while everyone recognizes the need for increased funding for marketing our industry, the overall consensus is that the timing for it is premature and more work needs to be accomplished first. Amongst the many great points that came from your feedback was the potential to explore other alternatives to raising the funds, have a proposed plan for administering the funds, ensure current government funds would remain intact and how the current tourism bodies would play a role in the future success of the industry. As a result of this feedback TIAPEI has taken the lead on holding a Tourism Strategic Planning day which will take place March 13th & 14th where 30-40 traditional and non-traditional industry stakeholders will join together in a facilitated session to discuss the critical issues and set a firm strategic course for the future of our tourism industry

on PEI. We are asking for your input and assistance for this strategic planning session. Our intent is to have a preliminary discussion on the Strategic Planning event during our conference which is scheduled for March 6th & 7th, 2013. Our conference theme is Back to the Basics with how to survive in today’s tough economic times. From a Human Resource standpoint things are very busy with a forum taking place on February 07th in conjunction with Agriculture, Tourism and Fisheries to work together to look at issues facing all sectors in the labour market. Tourism job fairs are scheduled on February 20th in Charlottetown and on April 10th in Summerside. Mixers are planned to pull together employers and potential employees with both the mature workers and newcomers. Please contact the office for additional information on any of these upcoming events. Also, please remember that Andrea Boehner is available anytime to assist you with any of your human resources training needs

(aboehner@tiapei.pe.ca). We are also hoping to have a response regarding our Human Resource Strategy very soon. So, as you see, we are off to a busy start to 2013 with planning in place to develop a Strategic or critical path to move our Tourism Industry forward on PEI. We require your valuable input and participation in this process. If we focus our efforts wisely on the critical issues facing our industry we can come up with viable solutions to ensure that the future of our tourism industry on PEI is sustainable. We must create a unified vision of what success in our industry looks like and how our various tourism bodies will work harmoniously to achieve this success. None of us can achieve success alone but with hard work, team effort and a strong passion for tourism we can achieve much together. At TIAPEI we look forward to moving the success of our industry forward with you. Sincerely, Elaine Thomson TIAPEI President

NEW MEMBERS

P

Supporting our Tourism Industry rince Edward Island’s tourism industry is built on partnerships.

As a government, we’re committed to supporting our Island’s tourism industry by working with communities, operators, and organizations to make Prince Edward Island a premier destination.

Welcome New TIAPEI Members A GARDEN VIEW B & B

LG ELECTRONICS

SCHOOLS OUT TOURS

LYONS COTTAGES

The success of tourism on Prince Edward Island is built on the dedication of the thousands of Islanders who work in this important industry in communities across our province. This dedication can be seen in the services and friendly hospitality provided in our tourism operations, from our community festivals and museums to our parks and accommodations. As a government, we recognize there are global challenges facing the industry. That’s why we will continue to make sure industry has the tools it needs to build tourism - promoting Prince Edward Island as a world-class destination and attracting visitors to our province. With the strength and dedication of our industry partners and operators, I’m confident tourism will continue to be a major contributor to the Island economy in all regions of our province.

Robert Henderson

Minister of Tourism and Culture Province of Prince Edward Island

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A Garden View B & B

Located in a quiet, park-like setting with century-old linden and chestnut trees. Minutes to downtown fine dining, shopping, live theatre, Victoria Park boardwalk. Centrally located for golf, and beaches. Three spacious, comfortable, well-appointed rooms: queen with ensuite bath, queen or two singles with separate private bath. Bathrooms contain Thermo-masseur tubs and separate showers. Enjoy a full breakfast of gourmet quality.


TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND CORE STAFF: Don Cudmore Executive Director dcudmore@tiapei.pe.ca Colleen Bowes Co-ordinator Atlantic Canada Tourism Partnership actp@tiapei.pe.ca

EXECUTIVE DIRECTOR'S REPORT

Kelley Keefe Atlantic Canada Tourism Partnership UK Program Manager kkeefe@tiapei.pe.ca Jamie Vander Kooi Technology Resource Coordinator jamie@tiapei.pe.ca Dianne Bishop Executive Assistant & Board Secretary dbishop@tiapei.pe.ca Fernanda Fallesen Financial Administrator ffallesen@tiapei.pe.ca

TRAINING & EDUCATION: Kathy Livingstone Director of Training & Education klivingstone@tiapei.pe.ca Lori DesRoches Administrative Assistant ldesroches@tiapei.pe.ca Rod Clark Marketing Co-ordinator rclark@tiapei.pe.ca Andrea Boehner HR Advisor aboehner@tiapei.pe.ca Debbie Mol Tourism Employment & Education Coordinator dmol@tiapei.pe.ca

EXECUTIVE COMMITTEE President

Elaine Thomson

Vice President

Kevin Mouflier

Secretary

Zubair Siddiqi

Treasurer

Tyson MacInnis

Past-President

Thom MacMillan

Executive Director Don Cudmore Members at Large: David Anderson, Robert Jourdain

BOARD OF DIRECTORS Pamela Beck Charlene Belsher Alcide Bernard Darcy Butler George Campbell Doug Deacon Liam Dolan Jane Dunphy Patsy Gotell David Groom Craig Jones Kieran Keller Leslie Kwiatkowski Heath MacDonald

Judy MacDonald Amanda MacIntyre Oralie MacKay Rhonda Maillet Michael Matthews Sheri Lee McKenna Mark McLane Tom Rath Mitchell Rennie Erskine Smith Carolyn Thorne Barb Trainor Darrin White Heidi Zinn

DEAR TOURISM OPERATORS: Here’s hoping that your holiday season, late fall and early winter went well. Now it is time to look at the rest of the winter and what activities will be taking place, keeping the goal of advancing tourism on PEI in mind. Looking back a little, during the months of November and December of 2012, Chris Jones and I crisscrossed the Province presenting one approach for increasing sustainable funding for marketing and product development – an accommodations levy. This process started in early summer, with direction from the TIAPEI Executive, when we realized that Tourism PEI was facing declining budgets which would adversely affect both of these important activities. Whether we agree or disagree with the Province’s position, it was felt that the industry needed to become a more substantial partner in growing tourism. During our 10 presentations – six to the Regional Tourism Associations and 4 to other interested groups – both myself, representing TIAPEI, and Chris, representing the Province, were amazed at the level of

newly engaged tourism operators that attended these sessions. There were a number of excellent suggestions offered as well as a number of concerns expressed regarding communications, the management of tourism, what our industry and its leaders were doing right and what we were doing wrong. Also offered were some fresh approaches as to how we could reach our goal of sustainable funding for our industry. Our Executive is in the process of reviewing all responses to the levy and will discuss our findings with the Province. We will put a plan in place which will include further consultation with the goal of raising more funds to enhance the industry. It would be great if those newly engaged operators would continue to work with tourism leadership, including TIAPEI, Tourism PEI and the Regional Tourism Associations. Fresh outlooks and ideas will only serve to make our industry stronger. During the presentation sessions, every session included comments on the lack of communications from TIAPEI, Tourism PEI and, to some extent, the RTAs. We have heard your comments and TIAPEI will be working on our efforts to communicate better with the members of our industry. We would like to remind everyone that, during the year, TIAPEI alone sends out hundreds of messages via e-newsletters, Tourism Tides publications, special email messaging, surveys and advertising. We would encourage everyone to take the time to review these communications when they appear in your inbox, mailbox and newspapers. Send us your comments and questions, fill in the surveys and respond to any calls to action our messages contain. Education of both the general public and our industry members, as well

as a keenly engaged membership, are vital components in the success of tourism on PEI. One interesting observation – the discussion surrounding a potential levy seemed to have the added benefit of attracting larger numbers than typical to our Annual General Meeting in November. It was a great day, with interesting sessions and lots of input from delegates. I would like to thank all of you who joined us that day and we hope you will also join us on March 6 & 7, as we present our annual Tourism Conference and Awards Gala. This two day event will include a marketplace, a National Tourism Town Hall Meeting with the Tourism Industry Association of Canada, the Awards Gala, our annual tradeshow, semiannual business meeting, the launch of 2013 Marketing Campaign and much more. I would like to draw your attention to a couple of other important activities in which TIAPEI is participating. On March 13th & 14th, TIAPEI and its Executive will be hosting a Tourism Industry Vision (State of the Industry) event as well as working on our 5 year Human Resources Strategy. Some of you may be called on to participate in one of these important initiatives and I would remind all of you that your feedback is very important to us. In closing, these are exciting times with many challenges and opportunities to shape the future of tourism. I encourage everyone to get involved and be part of the solution! Respectfully submitted by Don Cudmore Executive Director

TOURISM RESEARCH CENTRE - WINNER Congratulations to Lee Drake from Red Shores! Lee entered the Tourism Research Centre's contest at the TIAPEI AGM on November 30th, 2012, and won $1,500 worth of research. 3


TOURISM TIDES - FEBRUARY 2013

HST & THE TOURISM INDUSTRY - PART 2 Tourism operators have many questions about the Harmonized Sales Tax (HST). In the November issue of Tourism Tides, we reviewed some of the information we have received in response to questions submitted by tourism operators. This is a continuation of that article. The province has compiled some frequently asked questions that businesses may have which can be found at www.gov.pe.ca/hst, but TIAPEI understands that our industry may have some additional questions regarding HST. In the next few editions of Tourism Tides we will continue to feature one or two of the questions that have been submitted by our members with the responses from the Government of PEI and the Canada Revenue Agency. Here is another question submitted by one of our members: The Canada Revenue Agency defines a GST Small Supplier as a sole proprietor, partnership, or corporation whose total taxable revenues before expenses are $30,000 or less annually. Is there a Small Business exemption for the HST for businesses 4

with revenues of $30,000 or less annually? The same rules that apply for GST small suppliers would apply for the HST. You are a small supplier and do not have to register if you meet one of the following conditions: • you are a sole proprietor and your total revenues from taxable supplies (before expenses) from all of your businesses, and those of associated persons, are $30,000 or less in the last four consecutive calendar quarters or in any single calendar quarter; • you are a partnership or a corporation and your total revenues from taxable supplies (before expenses), and those of associated persons, are $30,000 or less in the last four consecutive calendar quarters or in any single calendar quarter; or • you are a public service body (charity, non-profit organization, municipality, university, public college, school authority, or hospital authority) and your total revenues from taxable supplies from all of the activities of the

organization, and those of associated persons, are $50,000 or less in the last four consecutive calendar quarters or in any single calendar quarter. A gross revenue threshold of $250,000 also applies to charities and public institutions. A charity or public institution may qualify as a small supplier under either of the following tests: • the $50,000 taxable supplies test (see above); or • the $250,000 gross revenue test. A charity or public institution only has to meet one of these tests to be a small supplier. If you qualify as a small supplier, you do not have to register for the GST/HST purposes, but you may choose to do so voluntarily. The gross revenue test is as follows: • if it is your first fiscal year, you do not have to register for GST/HST; • if you are in your second fiscal year, your gross revenue from your first fiscal year was $250,000 or less; and

• if it is neither your first fiscal year, nor your second fiscal year, your gross revenue for either of your two preceding fiscal years was $250,000 or less. Gross revenue includes business income, donations, grants, gifts, property income, investment income and any amount considered a capital gain less any amount considered a capital loss from the disposal of property for income tax purposes. Whether your charity or public institution is incorporated or unincorporated, you have to use the gross revenue of your organization as a whole (the legal entity) to determine if you qualify as a small supplier under this test. We would like to ask our members to review the province’s FAQs and take part in upcoming information sessions that are being offered by the Province of PEI. For more information regarding the HST on Prince Edward Island, log onto www.peihst.ca Stay tuned for more questions and answers in upcoming editions.


TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND

LOOKING TO RECRUIT, ADVERTISE AND NETWORK? DON’T MISS OUT ON THE

2013 JOB FAIRS!

TIAPEI has partnered with Holland College, The East Prince Youth Development Centre and the Cavendish Beaches and The Dune Shores Tourism Association again this year to showcase three different Job Fairs, in Charlottetown, Summerside and Cavendish. The Job Fairs are a great opportunity for all employers to recruit, interview and potentially hire new employees all in one convenient location. All three Job Fairs allow employers, job seekers and training institutions to come together in a central location to network. The Tourism Job Fair is being held at the Holland College Tourism and Culinary Centre, on Wednesday, February 20th, 2013 from 9:00am4:00pm. The Cavendish Job Fair will be held at the Cavendish Destination Centre on Wednesday April 3rd, 2013 from 1:00pm-5:00pm. The Summerside Job Fair is being held at the Credit Union Place, on Wednesday April 10th, 2013 from 9:30am-4:00pm and will showcase a wide variety of industries including Tourism. For more information about the Job Fairs or to register, please contact Ashley at 902-566-5008 or by email at careerfair@tiapei.pe.ca. This project is funded in whole or in part by the Canada/Prince Edward Island Labour Market Development Agreement and/or the Labour Market Agreement.

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TOURISM TIDES - FEBRUARY 2013

GREENWICH TRAIL SYSTEM RECOGNIZED AS ONE OF 4 ATLANTIC CANADA

“DESTINATION TRAILS” The system of trails at Greenwich in Prince Edward Island National Park was recognized recently by the Atlantic Canada Trails Association as a “Destination Trail” in Atlantic Canada. The Greenwich trails join only 3 other recognized destination trails in Atlantic Canada: the Confederation Trail in PEI, the Skyline Trail in Cape Breton Highlands National Park in Nova Scotia and the Fundy Trail Parkway in New Brunswick. The Atlantic Canada Trails Association (ACT) is a regional partnership of the four provincial governments and trail associations advocating the use of cycling, walking and hiking trails throughout Atlantic Canada as a means of generating both social and economic benefit for the region. Evaluation criteria for this important recognition included: pre-trip information, entry and access, trail navigation, conditions, design and experience, and tourism services and amenities. The Destination Trail designation is a great honour and comes as no surprise to those who have made the pilgrimage to Greenwich to experience the stunning landscape and the peaceful tranquility of this special place. Located only 45 minutes from Charlottetown, Greenwich offers 3 trails that appeal to a wide audience: Havre Saint Pierre (1.1 km), Tlaqatik (4.8 km) and Greenwich Dunes (4.8 km). Each trail shares a common portion along Sanderson Lane, and an adventurous hiker could cover all the trails in one excursion of approximately 8km. Trail conditions are excellent, and one of the trails, the Havre Saint Pierre Trail is partially wheelchair accessible. Visitors travel through a picturesque landscape of mixed forest and regenerating farm fields overlooking St. Peter’s bay, before crossing a winding floating boardwalk over Bowley Pond. At the end of the boardwalk is the crowning glory of the trail - the stunning coastal dune system with its unusually large and mobile parabolic dunes, some of the largest dunes on Prince Edward Island. This beautiful landscape is complemented by a rich cultural history shaped over 10,000 years by the many cultures that have called Greenwich home, including Aboriginal peoples, and Acadian, French and British settlers. The fascinating natural and cultural history of the area is brought to life by interpretive panels along the trails. The rare parabolic dunes, combined with the incredible natural and cultural landscapes, make every step of the 6

journey on the Greenwich trails, well worth the effort. The Greenwich trails should be on every Islander and every visitor’s list of things to experience in PEI in 2013! Greenwich has provided visitors with incomparable experiences and vivid, lasting memories since the tip of the Greenwich Peninsula was added to Prince Edward Island National Park in 1998. In addition to the trails, a visitor coming to Greenwich during the summer can also expect to find a supervised beach facility and state of the art interpretation centre with over 20 exhibits to help people learn and appreciate the amazing natural and cultural history of this special place. The Time Line exhibit depicts a story of 10,000 years of inhabitation, including artifacts which have been found on-site. Visitors can test their own naturalist skills with the Shell Game, Shorebird Challenge, and Dune Plant quiz. The 3D in-floor model displays the Greenwich Peninsula, St. Peters Bay, and surrounding areas. A major component of the exhibit is the 12-minute multimedia presentation entitled “Wind, Sea and Sand, the Story of Greenwich.” The trails at Greenwich, and at other locations in PEI National Park will be maintained between Victoria Day and Thanksgiving each year. For hours of operation, facility opening and closing dates, programming details, and surfguard schedule, and a comprehensive list of trails in PEI National Park please check the website at www.parkscanada.gc.ca/pei. Greenwich is part of Prince Edward Island National Park, one of 44 parks in a national system of parks established to protect and present outstanding representative examples of natural landscapes and natural phenomena that occur in Canada's 39 natural regions. National parks are among Canada's - and the world's - natural jewels. They represent the power of Canada's natural environment -- a compelling force -- which has shaped not only the geography of this country, but also the course of its history and the experiences of the people who live and travel here. Parks Canada invites Canadians and people around the world to engage in personal moments of inspiring discovery at our treasured natural places, such as Greenwich in Prince Edward Island National Park.


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TOURISM TIDES - FEBRUARY 2013 If you have the resources a daily newsletter can be fun and very helpful. Having an “open door“ policy is nice, but you have to live it if you are going to say it. To me that means stop everything when a staff member is asking for your time and give them your full attention. I have found M.B.W.A. is the best. For the GM that adds challenges as you have staff working 24 hours a day and you do have to find time to see them all each month.

HR CHAMPION COMMUNICATION COMMUNICATION IS IMPORTANT TO YOUR BUSINESS, WHAT ARE THE BENEFITS OF GOOD COMMUNICATION SKILLS TO YOUR BUSINESS? I could list a long list of benefits, but at the end of the day it is this The better the communication is to your staff, the more smoothly things will run and the more profitable your business will be.

HOW CAN POOR COMMUNICATION AFFECT YOUR BUSINESS AND YOUR EMPLOYEES? For me this is very basic. If you would like to work with unhappy staff and dissatisfied guests, don’t communicate to your staff.

ARE STAFF MEETINGS IMPORTANT/ RELEVANT? IF SO WHAT ARE THE BENEFITS? HOW OFTEN SHOULD THEY BE HELD? I cannot stress the importance of staff meetings enough. Meetings give staff the opportunity to share their wisdom, ideas and challenges with management, which gives a sense of being a strong part of the operation. Properties that meet often have, motivated, happy 8

and informed staff and a lot less turnover. Guests see this the moment they walk into your property/ business. As for when you should meet, I believe as often as possible. A daily gathering of all staff working early in the day, 10 minutes with the GM and all supervisors to get brought up to speed with what is going on in the property, from group/tour arrivals to VIP’s, to staff birthdays. A great time to share good comments from guests. Monthly meetings with their supervisor and GM to review how things are going. Here staff can put on the table some challenges they may be having and with the GM present, maybe even resolve them at that time. If not very shortly after. The above two should never replace the M.B.W.A. (Manage by Walking Around). This is when you really get to know your staff and honest communication really begins.

WHAT ARE EFFECTIVE WAYS TO COMMUNICATE WITH YOUR EMPLOYEES ON A REGULAR BASIS?

Here’s a challenge, how well do you know your night auditors? These folks represent us at some of the most challenging times.

IS IT IMPORTANT TO PROVIDE A WAY TO HAVE YOUR EMPLOYEES PROVIDE INPUT AND FEEDBACK? IF SO WHAT ARE SOME EFFECTIVE AND INNOVATIVE WAYS? You are ignoring a huge resource if you do not have at least some way of having staff share ideas. That can be from comment boxes throughout the property for staff to drop notes in, to having contests for the best idea, to rewarding staff with “company dollars” for great ideas that are implemented.

SOCIAL MEDIA AND TECHNOLOGY (CELL PHONES AND IPODS) ARE EVERYWHERE, HOW SHOULD EMPLOYERS HANDLE THE USE OF THESE IN THE WORKPLACE? You really have to instill the importance of NOT using these during working hours. If you can, provide a company computer in the staff room for staff to check emails, do their online banking etc. during breaks. At the end of the day, those that choose not to respect the “No use during work” policy, will have to be managed accordingly.

THERE ARE MANY FACTORS INVOLVED IN GOOD COMMUNICATION; CAN YOU PROVIDE SOME TIPS ON HOW TO BE AN EFFECTIVE COMMUNICATOR?

• First of all be a good listener. It’s important to get your message out, and equally as important to hear what your staff is saying. • Be respectful. • Be concise, don’t ramble, everyone is busy. • Make sure everyone understands the message. • Keep it light, tell a joke, but keep it tasteful

WITH THE INCREASE OF NEWCOMERS WORKING IN THE TOURISM INDUSTRY WHAT ARE SOME EFFECTIVE WAYS TO COMMUNICATE TO ENSURE THE EMPLOYEE UNDERSTANDS? Sometimes passing on the message in writing can assist in making sure you are understood. Having a “buddy” within their department can be very helpful as they can review what was said after the meeting while they work.

TODAY’S WORKFORCE IS MULTI GENERATIONAL. IS ONE FORM OF COMMUNICATION EFFECTIVE IN TODAY’S TECHNOLOGICAL WORLD? For me this is a tough one to answer. There is no better communication than “face to face.” Staff of all ages are using public sites to chat, and often forget that it can be read by anyone. I feel some managers misuse technology to review what is being said, and all too often reading between the lines takes place and issues arise that otherwise need not. At the end of the day everyone has to realize that they work for someone and if they are not happy, then talk to the manager, if that does not work then talk to the owner. Give the employer a chance to resolve the issue. One safe way to communicate with your staff would be via a company website on an intranet, with passwords.


TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND

PASSPORT TO EMPLOYMENT THROUGH TOURISM PROGRAMS STARTING IN CHARLOTTETOWN ON FEBRUARY 19TH & IN MONTAGUE ON MARCH 25TH TIAPEI is sponsoring the Passport to Employment Through Tourism Program. The objective of this program is to educate mature workers about the essential skills needed to become marketable in today’s employment field. This Island wide program was developed to provide training to individuals aged 55-64 looking to re-enter the workforce. In preparing the adult learner for these essential skills, TIAPEI hopes to increase their awareness of the job opportunities in tourism. Passport to Employment is a joint initiative of the PEI Department of Innovation and Advanced Learning and the Government of Canada. If there are any employers looking to hire, speak to the group or have potential participants who would like more information on this program, please contact Debbie Mol at 566-5008 or email dmol@tiapei.pe.ca.

GAY TOURISM HOLDS GREAT POTENTIAL FOR PEI A recently released report from Travel Gay Canada indicates the LGBT (Lesbian, Gay, Bi-Sexual, Transgender) tourism market in Canada represents almost $7 Billion in annual spending in 2011. The report identifies the market as 2 million gay travellers with Prince Edward Island attracting only 2% of that market compared to Nova Scotia and New Brunswick who get 6%. Our neighbouring provinces generate 3 times the revenue from the gay travel market than we do. Significantly though, LGBT travellers stay longer when they visit PEI than either Nova Scotia or New Brunswick with 60% staying

for more than five days. So those gay tourists who come to the Island clearly find their vacation requirements are being met.

to them. Being visible in LGBT publications and travel sites sends a clear message of welcome that many gay travellers respond to.

the Gentle Island of Rejuvenation marketing strategy already in place. We just need to get that message in the right places.

So while we have what the market is interested in, the challenge we face is finding a way to let the market know that and get them to decide to come to the Island for a holiday. The Travel Gay Canada report shows that 86% of gay travellers use LGBT magazines and travel guides as sources of information when deciding where to spend their vacations. They also use traditional online travel information sites but are clearly influenced by marketing directed specifically

The PEI Gay Tourism Association is a group of operators who have come together to explore ways to increase the number of LGBT travellers coming to the Island. The PEIGTA is developing a marketing strategy aimed at raising Prince Edward Island's profile within the gay tourism market. Based on the Travel Gay Canada study, the most cited reasons by gay travellers for choosing a destination are rest/ relaxation, shopping (local products) and safety. A perfect fit with

If you see the potential of this market and you're interested in participating in efforts to increase the number of LGBT travellers coming to PEI, please visit our website (www.gaytourismpei.ca). Information on membership is on the site. We currently have accommodations, restaurants, tour operators and marriage commissioners involved with the Association.

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UK travel agents participate in a familiarization tour of New Brunswick and Newfoundland & Labrador, August 2012.

WHAT'S NEW AT ACTP U.K. JOINT MARKETING PARTNERSHIPS The Atlantic Canada Tourism Partnership's overseas marketing activities are concentrated in the United Kingdom, which represents the best investment opportunity and the highest potential for growth among overseas markets. An important component of the U.K. strategy is the travel trade program, which strengthens relationships with key in-market tour operators to boost visitation to Atlantic Canada. Each year, ACTP forms joint marketing partnerships with U.K. tour operators featuring products and tours to the region. In 2012, ACTP formed six marketing partnerships, resulting in a wide variety of exposure. Partner

tour operators were with Bridge & Wickers, Canadian Affair, Frontier Canada, The Independent Traveller, Titan Travel and Thomas Cook Signature. Spring 2012 activities to promote summer visitation included television ads, consumer tradeshows, social media, direct mail, e-newsletters, display ads on operator and popular travel websites, and print ads in travel magazines and national newspapers. ACTP's travel trade strategy also includes familiarization tours of Atlantic Canada for marketing and front-line staff, in-market training and education, participation in marketplaces/tradeshows and travel trade research.

UPCOMING EVENTS! • Feb. 13th, Workshop – HR Matters “Will you Stay?” 9am-11:30am, Best Western • Feb. 20th, Tourism Job Fair 9am -4pm, Holland College Tourism & Culinary Centre • Feb. 26th, Workshop - HR Matters “Culture of Respect”, 9-11:30am, The Hotel on Pownal • Mar. 12th, Workshop – HR Matters “Employee Scheduling”, 9-11:30am, Holland College • Mar. 19th, Mature Workers Employment Mixer 1pm – 3pm, Rodd Charlottetown Hotel • Mar. 21st, Mature Workers Employment Mixer 1pm -3pm, Loyalist Country Inn, Summerside • Mar. 27th, Newcomers Information Sessions 10am-12pm, Rodd Charlottetown Hotel • Apr.3rd, Cavendish Tourism Job Fair Time TBD, Cavendish Destination Centre • Apr. 10th, Summerside Job Fair, 9:30am – 4pm, Credit Union Place 10


TOURISM INDUSTRY ASSOCIATION OF PRINCE EDWARD ISLAND

2013 TOURISM CONFERENCE AND AWARDS GALA “BACK TO BASICS” Confederation Centre of the Arts, March 6 - 7, 2013 WEDNESDAY, MARCH 6, 2013 9:00 am - 12:00 pm Tourism Marketplace PEI Separate registration at www.tourismmarketplacepei.ca 12:30 pm - 4:30 pm National Tourism Town Hall Meeting FREE Pre-registration required at www.tiac.travel/events.htm AWARDS GALA 6:15 pm - 7:00 pm Reception 7:00 pm - 10:00 pm Awards & Recognition Gala THURSDAY, MARCH 7, 2013 8:00 am Registration & Trade Show 8:00 am TIAPEI Scholarship Fund Raiser 8:30 am - 9:30 am Business Meeting 9:30 am - 10:00 am TAC Strategy 2015 10:00 am - 10:30 am Networking/Nutrition Break 10:30 am - 11:00 am 2014 Celebration 11:00 am - 12:00 pm Keynote (TBD) 12:00 pm - 1:00 pm Networking Lunch – Trade Show Area 1:00 pm - 2:30 pm Carving the Future Through Industry Consultations 2:30 pm - 3:00 pm Networking/Nutrition Break 3:00 pm - 4:30 pm TAC & Tourism PEI - Launch of 2013 Marketing Campaign 4:30 pm - 5:00 pm Closing Remarks and $500 Draw

To register visit www.tiapei.pe.ca or call (902) 566-5008 Stay the Night at the Delta Prince Edward—Special Room Rate of $79 (based on availability)

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Looking for fresh Ideas?

Your Family Everyday, Ron and Meaghan provide advice and assistance in all matters relating to family law. Look to Cox & Palmer for understanding and guidance in all matters relating to separation and divorce, including custody, access, child support, spousal support and division of property.

Contact Andrea, HR Advisor!    

Keep current on tourism news and events! Answer all of your tough human resource questions Post jobs quickly & efficiently for FREE! Call 566-5008 or email aboehner@tiapei.pe.ca

We are experienced in negotiation, litigation and collaborative law, and will work with you to resolve your family law disputes, large or small. Ron Profit 902.629.3908

The Tourism Human Resource Sector Council is funded in whole or in part by the Canada/Prince Edward Island Labour Market Development Agreement

Meaghan S. Hughes 902.629.3901

coxandpalmerlaw.com

TRAMPOLINE BRANDING Contact: Larry Bootland 902 405 4809 Project: 9684C&P PEI Family Law Ad Client: Cox & Palmer Publication: Tourism Publication Size: 3.75 x 4.8” Insertion Date: January 2013 Photos/Logos: Hi res

P r o C e s s s e Pa r at i o n s

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NOTE: All trapping is the responsibility of prepress

Start your year off on the right foot with an all-inclusive Sunwing vacation to Dominican Republic.

Direct flights from PEI to Puerto Plata and Samana, Dominican Republic start February 12th, 2013.

Visit www.sunwing.ca to book your sun vacation today.


TourismTides - February 2013