2012 ANNUALREPORT

Prepared byThe Tourism Research Centre

School of BusinessUniversity of PEI

for the Tourism Advisory Council of PEI

and Tourism PEI

March 7, 2013

Background

The Tourism Advisory Council of Prince Edward Island (TAC), along with their partners, Tourism PEI, the Atlantic Canada Opportunities Agency (ACOA) and the broader industry, through the Tourism Industry Association of PEI (TIAPEI), launched a new five year vision for tourism in Prince Edward Island in March, 2011. Strategy 2015: Momentum-Invention-Mobilization was developed over the course of a year-long collaborative process that involved these industry and government stakeholders and over 150 tourism operators that participated directly in the effort. The end result is a strategic vision, mission, goal and a set of seven objectives that chart the course for tourism growth leading to 2015. The strength of a shared industry and government agenda for tourism development in this province has proven to be a successful model for creating change and this report describes a means for tracking that change over the coming years. The development of an Evaluation Framework and an annual report on progress were commitments of Strategy 2015.

In the Fall of 2011, Tourism PEI and TAC commissioned the Tourism Research Centre (TRC) at the University of Prince Edward Island to develop and implement a methodology to provide baseline measures and annual tracking for both the goal and the seven objectives. The methodology was approved by the Tourism Advisory Council and presented to the tourism industry at the TIAPEI Annual Meeting in December, 2011. Work was completed on the primary and secondary research components and, working with a TAC Task Force of representatives from partner groups Tourism PEI, the TRC and TAC itself, the first annual report was presented to industry in March 2012. This 2012 Annual Report presents the findings for year two of Strategy 2015.

Just as each objective in the strategy has an identified champion, the Task Force was designed to ensure those groups who are tasked with leading the effort in a particular area, were also part of the process of determining the relevance and availability of measures to track change in that area. Representatives from TIAPEI (industry and culture champions), the Culinary Alliance, Meetings and Conventions PEI and Golf PEI joined TAC, TRC and Department of Tourism and Culture partners on the task force. The annual report is the result of that collaborative effort and the rigorous research of the staff of the Tourism Research Centre. The format and methodology will remain consistent for the life of the strategy.

About the Tourism Research CentreThe Tourism Research Centre (TRC) is an independent research organization with extensive experience in conducting both qualitative and quantitative stud-ies. With its unique expertise in tourism-related research on Prince Edward Island, the TRC is well-positioned to identify and develop benchmarks for each of the seven objectives stated in Strategy 2015. The TRC conducts the Exit Survey on behalf of Tourism PEI and prepares the annual estimates of visitation and revenue, which will be used to track progress on the strategy goal. Furthermore, the TRC is committed to delivering reliable and timely data that is methodologically sound and will offer the assurance of metrics which can easily be compared on a systematic basis.

Overview of ResearchIn order to measure progress towards Strategy 2015’s stated goal and objectives, the TRC developed and implemented a research plan that employs a variety of approaches to capture relevant data. The metrics presented in this report are reflective of a substantial amount of research that has been conducted or collected from existing sources, with the intent of measuring both the supply and demand elements, and including the following studies:

Operators’ Survey The goal of this survey is to offer ongoing insights into tourism operators’ perceptions of and chal-lenges with regards to access to capital, labour supply issues, and engagement with the Strategy.

PEI Travel Product Positioning Survey This extensive research study has been designed to capture travellers’ perceptions and awareness of the Strategy’s five key travel products/demand generators.

Media Analysis Through an analysis of traditional and on-line media, including social media, the TRC will provide insights into the visibility of PEI’s demand generators nationally and internationally.

Stakeholder Interviews In an effort to identify any existing data that could be incorporated into the Annual Report, the TRC conducted face-to-face interviews with numerous partners and stakeholders. In addition to identifying existing quantitative data, the interviews also provided qualitative data regarding perspectives about the tourism industry, engagement in the Strategy, and relevant demand generators.

Existing Research Existing research conducted by the TRC or stakeholders has been incorporated into the Report. The PEI Exit Survey is a key tool for creating a profile of current visitors, including socio-demographics, primary motivations for travel, and activities participated in. Applicable data from this survey and others will be utilized in the Annual Report.

TRC Volume and Value Models Using traffic data from PEI’s three exit points, the TRC’s Volume Model can offer benchmark estimates of visitor volume, while the Value Model uses a combination of data sources, tax information and survey results to estimate visitor expenditures.

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Strategy 2015 set out seven objectives relating to both supply (operator) issues and demand (market) opportunities. The Annual Report measures progress on these objectives. It also set a goal of $500 million in direct revenue by 2015.

Based on preliminary estimates for annual tourism revenue, we fell short of our growth targets in the first two years, which makes our goal increasingly unattainable. The growth target for Year 1 of the strategy (2011) was 3.5% - we now know we achieved an estimated 0.8% growth in direct revenue; the growth target for Year 2 of the strategy (2012) was 5.5% - the projected estimate for this year is a 1.7% increase. While we are seeing modest increases, we are not growing at the rate we had expected.

Industry expressed concern last year and TAC committed to reviewing the goal on a regular basis and adjust, if necessary. TAC has undertaken an assessment of our growth trend to date, the sources of that growth, the economic outlook in our key markets and the state of our industry investment in the current fiscal climate.

Given consideration of all of these factors, and in order to be responsible and realistic, the Council presented the following revised goal to industry in December, 2012. We have agreed to modify the annual targets for the remaining strategy years:

The goal and objectives can only be achieved through the collective efforts of all industry champions and partner organizations, ‘moving forward together’ with a shared agenda and a cohesive approach to tourism growth generation through Strategy 2015.

Measuring the Goal

The Revenue goal for Strategy 2015 has been adjusted.

*Note: The estimate for base year, 2010 was adjusted when final tax year data became available. Refer to the 2011 Annual Report for details.

Strategy 2015Growth Target

Strategy 2015 Revenue Target

Actual/Revised Growth Target

Actual/Revised Revenue Target

2011

3.5%

0.8%

$383million

$382million

$404million

$388million

$469million

$416million

$434million

$396million

$500million

$424million

5.5%

1.7%

7.5%

2%

8.0%

5%

6.5%

2%

2012 20142013 2015

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Measuring SuccessStrategy 2015 sets the vision and goals; the annual plans define the tactics. Tourism PEI develops an annual plan and works with TAC to ensure that each year’s initiatives and programs bring us one step closer to the five-year goals and objectives. Given the tactical role of the Annual Plans and the visionary nature of Strategy 2015, defining objective measures for the latter represents a very challenging task. The Annual Plan and Marketing Campaign have concrete direct measures such as overnightstays by market or cost per enquiry for marketing, whereas the Strategy requires more abstract objectives of ‘heightened status’ and ‘becoming famous’ to attain some degree of tangibility. Therefore, benchmarking the seven stated objectives in Strategy 2015 and tracking progress requires a holistic approach. The Annual Report presents key indicators for each objective drawn from the various research studies carried out by the TRC, which will be tracked over the period of the Strategy to monitor change. No single indicator for measuring an objective can stand alone as the measure of success. Tracking progress on momentum, invention, mobilization will be a qualitative and a quantitative process.

In addition, it is recognized that for any given indicator (tourism performance, media coverage, consumer perceptions and awareness, etc.), a number of factors may impact change. The efforts of other jurisdictions, other government or private sector bodies, celebrity attention or any of a multitude of economic, social or political factors may come into play. The Strategy 2015 Annual Report does not endeavour to assign blame or credit to any one of the partners or external factors, but rather is intended to embrace the spirit of partnership and inclusivity of the Strategy itself. The Annual Report will measure change in relevant areas over the life of Strategy 2015.

For some of the indicators presented in the Annual Report, a baseline metric from 2010 was available (e.g. media analysis indicators), while in other cases, 2011 marks the first year of available data. The PEI Exit Survey indicators are a notable exception. The last PEI Exit Survey was conducted in 2007-2008, however this data has been deemed toovaluable to omit from the Annual Report. Preliminary exit survey data from 2012 is presented in this 2nd Annual Report, and it is anticipated that another exit survey will be carried out before 2015.

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Indicator Baseline 2011

OBJECTIVE #1:Heighten Prince Edward Island’s overallTourism stature.

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Local, traditional media mentions(PEI and Tourism)1

2010 = 1,967 1,915 -2.6% 2,347 22.6%

2.99 2.94

55.1% faced one or more challenges

• Finding Seasonal Staff (24.1%)• Finding Experienced Employees (17.9%)• Student Labour Availability (16.0%)

46.7% faced one or more challenges

• Finding Seasonal Staff (17.8%)• Finding Experienced Employees (15.3%)• Paying a competitive wage (13.2%)

N/A

N/A

Average score for ease in obtaining financing by tourism operators based on a Likert Scale of 1 to 5, with 5 being very easy2

Percent of employers that faced labour-related challenges during the past five years (2012 Study; past year) and top three challenges faced by these employers2

• The coverage of tourism-related topics in local media outlets can offer insight into the changing stature of the industry among both the general public and opinion leaders. The number of tourism mentions in The Guardian, The Journal Pioneer, and the CBC.ca website increased by 22.6% in 2012, spurred by a large increase in tourism mentions on the CBC.ca website. The Guardian remains the leading local media outlet for coverage of PEI tourism topics.

• Event announcements, primarily related to 2014 events, Fall Flavours and Atlanticade, were the leading tourism topics in local media coverage in 2012 (20.1%). Topics related to strategy and policies, such as the privatization of parks and golf courses and new

strategic initiatives of regional tourism associations, accounted for 16.2% of local tourism-related media coverage. Coverage related to marketing (attempts at attracting television programs such as Come Dine with Me) and operations (levy and fee increases) each accounted for 12.8% of local tourism coverage.

• As noted in Strategy 2015 “it is widely recognized that policies and programs are required to enable operators to access financing”. Operators were asked to rate the ease of obtaining various types of financing including commercial loans, government grants, and private investments; the weighted average of responses was 2.94 on a scale of 1 to 5, with 5 being very easy.

• Timely and adequate access to a qualified labour pool was recognized in Strategy 2015 as a challenge that needs to be addressed. Operators were asked to indicate whether they had, in fact, faced any labour-related challenges in the past year and to identify the specific challenges. Overall, 46.7% of operators had experienced one or more challenges. Similar to the 2011 results, finding seasonal staff proved to be the most common challenge overall.

• Interestingly, “Paying a competitive wage” replaced “Student Labour Availability” in the top three in 2012.

2012

Indicator

Baseline 2011

OBJECTIVE #2:Occupy the position as Canada’s leading coastal and beach destination.

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Overall Impression of PEI as a Beach Destination. Percent that selected 6 or 7 on a Likert Scale of 1 to 7 with 7 being very appealing/very positive3

Visitors : 79.4%

Non-Visitors : 70%

Visitors : 75.4%

Non-Visitors : 55.6%

Visitors : 88.8%

Non-Visitors : 83.8%

Visitors : 83.0%

Non-Visitors : 74.4%

Visitors : 90.3%

Non-Visitors : 53.1%

Visitors : 92.0%

Non-Visitors : 47.1%

62,507 -1.7%

39 -7.1%

67,343 +7.7%

51 +30.8%

9,092 -20.0% 6,826 -24.9%

458,859 +2.0% 508,137 (est.) +10.7%

Overall Impression of PEI’s coastal/scenicdrives - Percent that selected 6 or 7 on aLikert Scale of 1 to 7 with 7 being veryappealing/very positive3

Percent participating in ‘demand generator’objective-relevant key activities4 11

Percent of first-time visitors to PEI who cited:(1) the province’s natural beauty and pastoral

settings as the primary features that attracted them

(2) the beaches and coastlines as the primary features that attracted them4 11

Awareness of PEI’s Official Coastal/Scenic Drives3

Number of cruise ship passengers andships arriving in Charlottetown7

National Parks Person-Visits to PEI National Parks (Visitors to PEI)8

PEI coastal and beach mentions for online and traditional media1

N/A

N/A

N/A 38.7%

N/A 17.8%

N/A

N/A

2010: 449,997

38.3%

20.7%

2010: 63,618 passengers

2010: 42 ships

11,345

• Sightseeing = 58.2%• Going to a beach = 40.7%

• Visiting national or provincial parks = 30.0%

• Sightseeing = 64.3%• Going to a beach = 49.4%

• Visiting national or provincial parks = 42.5%

2012

See over for more on Objective #2

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OBJECTIVE #2:Occupy the position as Canada’s leading coastal and beach destination.

• Overall, a significant proportion of travellers had a very favourable image or impression of PEI as a beach destination. About three-quarters of those that had visited PEI (Visitors) had a positive perception of PEI as a beach destination (down slightly from 79.4% in 2011), and 55.6 percent of those that had never visited PEI for an overnight trip (Non-Visitors) had a positive perception (down from 70.0% in 2011). A significant majority of both Visitors and Non-Visitors expressed a positive overall impression of PEI’s coastal/scenic drives. Again, the percentages were lower than in 2011.

• Non-visitors are defined as those who have not visited PEI for an overnight trip but may have visited for a day trip.

• The 2012 exit survey revealed that ‘natural beauty and pastoral settings’ or ‘beaches and coastlines’ were the top two primary features that attracted first-time visitors to PEI. As well, a large proportion of visitors to PEI participated in beach and coastal experiences. Participation in beach and coastal experiences was higher in 2012 than in 2007-2008.

• Coastal touring is recognized as a key element of PEI’s tourism product and the official coastal/scenic drives are an important element, highlighting the Island’s stunning coastline. Awareness of the coastal/scenic drives amongst Visitors was high in 2011 (90.3%) and increased in 2012 to 92.0%. Awareness amongst Non-Visitors decreased from 53.1% in 2011 to 47.1% in 2012.

• The number of cruise ship passengers visiting PEI increased by 7.7% from 2011 to 2012, likely attributed to the large increase in the number and size of cruise ships that docked in Charlottetown. Visitation to the PEI National Park also increased in 2012.

• Online and print media mentions related to coastal and beaches continued to decline in 2012. However, newswire reports related to increased cruise ship traffic in the Maritimes – including a Toronto Star report on Disney Cruise Line and a Reuters report on Holland America – generated multiple mentions of PEI in both online and print media outlets.

• Media mentions overall declined in 2012, likely in part due to the absence of such major awareness building efforts as LIVE! With Regis and Kelly or the Royal Visit.

• Similar to 2011, just over two-thirds of Visitors to PEI provided a very positive rating for their impression of PEI as a cultural destination. By contrast, the percentage of Non-Visitors who provided a very positive rating for their impression of PEI as a cultural destination was down by 12.2 percentage points in 2012 compared to 2011.

• The 2012 exit survey revealed that, for the most part, cultural experiences/products did not serve as the primary feature that attracted first-time visitors to PEI. Notably, however, a significant proportion of visitors (repeat and first-time) had participated in one or more culture-related activities, and participation in most of these activities increased in 2012 from 2007-2008.

• The number of visitors to PEI museums and historic sites and Province House were down in 2012 compared to 2011, while the number of visitors to Green Gables increased slightly.

• The number of media mentions related to PEI cultural attributes decreased in 2012. Media mentions of Anne of Green Gables and L.M. Montgomery also decreased but it should be noted that there was a high volume of such mentions in 2011 due to the Royal Visit and Kate Middleton’s connection to the L.M. Montgomery novel.

• PEI music and musicians generated a 35% share of all online cultural sector mentions, followed by Anne of Green Gables (27%), theatre (18%), dance (14%) and crafts (6%).

OBJECTIVE #3:Heighten PEI’s status as a leading domestic and international cultural destination.

OBJECTIVE #3:Heighten PEI’s status as a leading domestic and international cultural destination.

Indicator

Baseline 2011

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Overall impression of PEI as a Cultural Destination. Percent that selected 6 or 7 on a Likert Scale of 1 to 7 with 7 being very appealing/very positive3

N/A

N/A

N/A

N/A

69,023 -1.6%

64,054 +6.6%

127,200 -1.3%

13,171 +23.3%

4,100 +27.2%

12.1%

1.1%

2010: 70,113

Province House, 2010: 60,108Green Gables, 2010: 128,879

10,685

3,222

Percent of first time visitors to PEI who cited:(1) the World of Anne of Green Gables and Lucy Maud Montgomery as the primary feature that attracted them(2) Canada birthplace attractions as the primary feature that attracted them4 11

Percent of visitors participating in culture-related travel activities4 11

Total number of visitors to PEIMuseums and Historic Sites9

Total number of visitors to Province House and Green Gables8

PEI culture mentions for online andtraditional media1

‘Anne’ mentions in online media1

2012

Visitors : 67.5%

Non-Visitors : 52.2%

Visitors : 67.8%

Non-Visitors : 64.4%

51,494 -19.6%

127,460 -0.2%

9,773 -25.8%

62,287 -9.8%

2,596 -36.7%

12.3%

3.1%

• Shopping for local craft/ souvenirs/ antiques = 45%• Visiting historical and cultural attractions = 26.7%• Attending a performance (live theatre, a play, a concert) = 20.3%• Visiting Anne of Green Gables attractions = 19%• Attending a festival, fair or event = 12.7%• Visiting Canada birthplace attractions/ Founders’ Hall = 9.8%

• Shopping for local craft/ souvenirs/ antiques = 51.7%• Visiting historical and cultural attractions = 39.6%• Attending a performance (live theatre, a play, a concert) = 16.3%• Visiting Anne of Green Gables attractions = 23.3%• Attending a festival, fair or event = 12.4%• Visiting Canada birthplace attractions/ Founders’ Hall = 16.6%

N/A

Overall Impression of PEI as a Culinary Destination. Percent that selected 6 or 7 on a Likert Scale of 1 to 7 with 7 being very appealing/very positive3

Percent of respondents that had heard of the Fall Flavours Festival in PEI3

Percent of visitors to PEI that cited culinary experience as the primary reason for their trip4 11

Top Three Types of Foods that Most Represent PEI, as ranked by respondents3

Top Three Types of PEI Foods Mentioned in Online Media1

Number of Fall Flavours Tickets Sold12

PEI culinary mentions in online and traditional media1

N/A Visitors: 73.6%

Non-Visitors: 68.9%

Visitors: 70.8%

Non-Visitors: 63.7%

Visitors : 49.5%

Non-visitors: 17.9%

Visitors : 58.3%

Non-visitors: 31.0%N/A

N/A 5.9%1.9%

1. Potatoes 2. Lobster 3. Mussels

1. Potatoes 2. Lobster 3. Mussels

1. “PEI Mussels” (+61.7%)2. “PEI Potatoes “ (+21.8%)3. “Malpeque Oysters” (+88.4%)

1. “PEI Mussels” (+1.9%)2. “PEI Potatoes “ (+13.6%)3. “Malpeque Oysters” (-49.3%)

7,814 +12.5%

3,511

10,798 +38.2%

3,890

1. “PEI Mussels” 2. “PEI Potatoes “3. “Malpeque Oysters”

6,948

2,505

OBJECTIVE #4:Become famous in North America for PEI indigenous food and food experiences

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•Overall, the large majority of travellers indicated that they had a very favourable image/impression of PEI as a culinary destination, with a larger percentage of PEI Visitors selecting 6 or 7 on a seven-point scale than Non-Visitors. The percentage of Visitors and Non-Visitors that selected 6 or 7 was lower in 2012 compared to 2011, but not significantly lower.

•The 2012 results suggest that awareness of the Fall Flavours Festival is increasing. In 2012, over half (58.3%) of Visitors to PEI had heard of the Festival compared to 49.5% in 2011. Similarly, awareness among Non-Visitors increased from 17.9% in 2011 to 31.0% in 2012.

•Exit survey results from 2012 reveal that 5.9% of first-time visitors listed culinary experiences as the primary feature that attracted them to PEI. This is an increase from 1.9% in 2007-2008, and demonstrates some progress from awareness-building to conversion for this sector.

•When asked to rate which foods they felt most represented PEI, potatoes, lobster and mussels were the top three choices for both Visitors and Non-Visitors. This is unchanged from the 2011 results. It is worth noting that in terms of media visibility, the top three foods associated with PEI were different than the above, with PEI mussels

generating the most mentions, followed by PEI potatoes and Malpeque oysters. Overall, PEI mussels represented 63% of online mentions of PEI’s food brands while PEI potatoes accounted for 23% of online food-brand mentions.

•Culinary media mentions were up 38.2% over 2011 levels.

•In February, Zagat named PEI as the second best foodie getaway in the world. The story was carried on several newswires and was featured in numerous online reports.

Indicator Baseline 2011 2012

Indicator Baseline 2011

OBJECTIVE #5:Occupy the position as Canada’s leading Tier 3meetings and conventions destination (up to 1,000 delegates)

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Total number of meetings and conventions6 257 +114.2% 223 -13.2%

17,345 +43.8% 16,784 -3.2%

2008 : 2152009 : 2002010 : 120

2008 : 19,2782009 : 19,7852010 : 12,061

Total number of delegates6

• Progress towards the goal of occupying the position as Canada’s leading Tier 3 meetings and conventions destination (up to 1,000 delegates) is measured by tracking the number of total meetings and conventions held on PEI as well as the total number of non-resident delegates.

• Prince Edward Island currently attracts meetings from this Tier 3 market; however Strategy 2015 outlines the shared vision to grow the number of meetings, as well as attracting larger meetings.

• While the total number of meetings and conventions was down 13.2% in 2012 compared to 2011, the total number of delegates was down by only 3.2%, which suggests that PEI may have attracted larger meetings and conventions than in 2011. There is also significant uptake on meetings bookings for 2014 due to the planned celebrations and therefore some redistributed demand.

• All data for this Objective’s indicators was provided by Meetings & Conventions PEI (MCPEI), thus it is only reflective of those meetings organized through MCPEI. Data will continue to be sourced through MCPEI to provide comparative figures.

2012

Indicator Baseline 2011

OBJECTIVE #6:Maintain and build the reputation as a leading golf destination.

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Overall Impression of PEI as a Golf Destination. Percent that selected 6 or 7 on a Likert Scale of 1 to 7 with 7 being very appealing/very positive.3

• About one-half (51.3%) of Visitors to PEI rated their impression of PEI as a golf destination as 6 or 7 in 2012, which is down slightly from 53.2% in 2011. The percentage of Non-Visitors who selected 6 or 7 was 32.0%, a slight decrease from 33.0% in 2011.

• Exit survey results highlight the fact that golf is a niche product for PEI. A small percentage of first-time visitors were motivated to visit PEI in 2012 primarily to play golf (2.5%, up from 1.3%). Eleven percent of travel parties included at least one person who played golf while on PEI (up from 10.1% in 2007-2008).

• The number of non-member golf rounds is used as the best indicator of the off-Island audience for the Prince Edward Island golf product. Non-member rounds played were up by 3.2% in 2012 compared to 2011.

• The number of blog and print media mentions of PEI golf dropped by 4.9%. Much of the coverage was generated by the provincial government decision to sell its publicly owned golf courses and by mentions of PEI professional golfer Lori Kane.

Visitors: 53.2%

Non-visitors: 33.0%

Visitors: 51.3%

Non-visitors: 32.0%

Percent of first-time visitors to PEI that cited golf as the primary feature that attracted them11

Percent of travel parties with at least one person that played golf in PEI4 11

Mentions of PEI golf in blog andtraditional media1

N/A

1.3% 2.5%N/A

N/A10.1% 11.0%

1,166 -7.7% 1,109 -4.9%1,263

2012

Non-member rounds5 2010: -4.5% -1.6% +3.2%

Indicator 2011

OBJECTIVE #7:Heighten industry’s engagement in Strategy 2015.

10

Percent of operators aware of Strategy 20152

Paid Industry AssociationMemberships10

Percent of operators that incorporate one or more demand generators in their business2

TIAPEIDiscover CharlottetownTourism SummersideCavendish Beach and the Dune ShoresCentral Coastal Tourism PartnershipPoints East Coastal DriveNorth Cape Coastal Tourism Partnership

415126 19144

306136 27

N/A

N/A

40.7%

32.5%

46.7%

33.9%

• Measuring the industry’s engagement in Strategy 2015 is a challenging task, as engagement can take many forms and include several different stakeholders, including government, industry associations, and individual operators. It can be assessed based on the number of operators engaged, or the degree to which they are engaged. A combination of quantitative and qualitative approaches was employed to develop a broad picture of industry engagement.

• When asked if they were aware of Strategy 2015, 46.7% of operators that responded to the 2012 survey indicated they were aware of the new five-year plan, highlighting an increased awareness amongst operators when compared to 2011 survey findings. It should be noted, however, that this increase may, in part, be reflective of repeat survey respondents who first became aware of the Strategy when they completed the 2011 survey. Of those that were aware of the Strategy, 21.2% indicated that they made changes in their business based on the Strategy.

• Tourism operators were asked if they currently incorporate any of the five demand generators (i.e. the pillars identified in Strategy 2015) into their business. One-third (33.9%) of respondents stated that they currently incorporate one or more of the demand generators into their business, which is a slight increase from 32.5% of respondents in 2011.

• Membership numbers with the Tourism Industry Association of PEI and the Regional Tourism

Associations is being used as a third measure of industry’s engagement in Strategy 2015 as these associations have been tasked with disseminating information related to Strategy 2015 to their members. The Regional Tourism Associations were restructured in 2011 and launched membership drives in 2012 and as a result, 2012 will be used as the baseline for membership numbers.

The Annual Report provides an independent measure of progress towards the objectives and goals of Strategy 2015. On an annual basis, in complement to the annual plan, this report card will be published and updated to reflect findings of research carried out in each year of the Strategy. A final, comprehensive evaluation process at or near the conclusion of Year Five will be conducted and a summary report published.

The Annual Report provides an overview of select indicators that have been identified as the best measures of progress towards the objectives of the Strategy. It is important to recognize, however, that a substantial amount of research has been carried out by the TRC in order to develop this Report. Fully, individual reports referenced in this document, as well as additional resources can be accessed by visiting www.peitac.com andwww.trc.upei.ca .

2012Baseline

Conclusion

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www.peitac.com/2015

FOOTNOTE

1 Media Analysis 2011, 2012, Tourism Research Centre, UPEI2 2011, 2012 Prince Edward Island Tourism Industry Operators’ Survey, Tourism Research Centre, UPEI 3 2011, 2012 Prince Edward Island Product Positioning Study, Tourism Research Centre, UPEI4 Exit Survey Results: For the Year July 1, 2007 to June 30, 2008, Tourism Research Centre, UPEI5 2010-2012, PEI Tourism Indicators6 Data provided by Meetings & Conventions PEI 2008-20127 Charlottetown Harbour Port Authority, 2010-20128 Parks Canada, 2010-20129 PEI Museum, 2010-201210TIAPEI and Regional Tourism Associations, 2013 11Based on Preliminary Exit Survey Results, Full Year, 2012, Tourism Research Centre, UPEI, March, 2013122010, 2011, 2012 Profile of Fall Flavours Attendees, Tourism Research Centre, UPEI

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