The Tourism Industry Association of Prince Edward Island (TIAPEI) has expressed its strong support for the ongoing partnership between the province and the National Hockey League (NHL), which is set to conclude this year after a three-year arrangement. TIAPEI CEO Corryn Clemence emphasized the positive impact of the collaboration, noting that it has significantly raised awareness of Prince Edward Island (P.E.I.).
Clemence highlighted that the benefits of the NHL partnership extend beyond mere rink-board advertising during hockey games. She emphasized that the deal has opened up access to new markets that were previously untapped, offering diverse marketing opportunities for the province.
The $7.5-million partnership between Tourism P.E.I. and the NHL, established in February 2024, positioned P.E.I. as the official travel destination of the league. This collaboration enabled the province to leverage the NHL’s vast marketing platform, including digital ads on rink boards and television broadcasts, as well as exposure through the league’s digital and social media channels.
While the tourism industry has advocated for the continuation of the partnership, some opposition parties have raised concerns about the deal’s transparency and effectiveness. Liberal Opposition Leader Hal Perry questioned the value of the agreement and urged for more clarity on its impact on tourism numbers compared to neighboring provinces.
Despite criticisms, Clemence emphasized the importance of sustaining the partnership to engage new audiences and reinforce P.E.I.’s strong brand image. She underscored the credibility added by associating the province with a globally recognized entity like the NHL and stressed the need for ongoing communication to ensure all Islanders understand the comprehensive value of the collaboration.