Prince Edward Island (P.E.I.) will not extend its collaboration with the National Hockey League (NHL) for tourism marketing once the three-year agreement concludes at the end of 2026, as stated by Tourism Minister Ernie Hudson. In a communication to partners in the tourism industry, Hudson noted feedback from operators who favored targeted marketing initiatives like the NHL partnership. He added that consultations with Islanders revealed strong backing for ongoing investment in tourism as an economic catalyst but also a desire for fresh strategies.
The initial partnership, established in February 2024, positioned P.E.I. as the NHL’s official travel destination, with a reported cost to taxpayers of approximately $7.75 million. This deal granted the province access to the NHL’s marketing platforms, including digital promotions on rink boards and televised games in key markets, as well as visibility on the NHL’s digital and social media channels.
Noteworthy tourism growth was attributed to the collaboration, with the Tourism Industry Association of P.E.I. advocating for its renewal, citing positive impacts on the province. However, the decision not to renew the partnership disappointed TIAPEI CEO Corryn Clemence, who highlighted the value demonstrated by third-party data supporting the initiative’s effectiveness and expressed concerns about the lost momentum and strategic audience engagement moving forward.
Opposition parties have raised queries regarding the partnership’s expenses and overall benefits. Liberal Opposition Leader Hal Perry called for accountability and lessons learned to prevent future wasteful spending. Hudson mentioned an upcoming government-commissioned report assessing the partnership’s outcomes, soon to be published on the Tourism P.E.I. website.
According to Hudson’s figures, the campaign reached over 8.5 million Canadians, leading to four million considering a visit to P.E.I., 2.6 million researching a trip, and 1.2 million actively planning a visit. The partnership reportedly attracted 315,000 new visitors and generated $95 million in visitor spending, contributing to continued tourism growth as evidenced by increased bridge, air, and ferry traffic in August.
In 2025, P.E.I. welcomed a record 1.87 million visitors, following 1.7 million in 2024, signaling positive momentum in tourism development. Hudson emphasized the collaborative effort within the industry to attract first-time visitors, with the expectation of repeat visits based on the province’s attractions and strong partnerships.
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