Prince Edward Island (P.E.I.) will not extend its collaboration with the National Hockey League (NHL) for tourism marketing once the current three-year agreement expires at the end of 2026, as announced by Tourism Minister Ernie Hudson. In a recent message to industry partners, Hudson mentioned that feedback from tourism operators and Islanders supported focused marketing initiatives like the NHL partnership. The province initially revealed the partnership in February 2024, branding P.E.I. as the NHL’s official travel destination, with a reported cost of approximately $7.75 million to taxpayers.
The agreement granted P.E.I. access to the NHL’s marketing platforms, such as digital ads on rink boards and televised games, alongside exposure on the league’s digital and social media channels. Both the province and the Tourism Industry Association of P.E.I. highlighted the partnership’s positive impact on tourism, with rising visitor numbers indicating its success. Despite calls from industry advocates for a renewal, TIAPEI CEO Corryn Clemence expressed disappointment over the decision not to continue the collaboration, emphasizing the partnership’s value and the strategic outreach to key markets.
While the government emphasized the benefits of the NHL deal, opposition parties raised concerns regarding costs and overall effectiveness. Liberal Opposition Leader Hal Perry questioned the accountability of the government in managing such partnerships, urging lessons to prevent future wasteful spending. Minister Hudson mentioned a forthcoming report assessing the partnership’s outcomes, soon to be available on the Tourism P.E.I. website.
According to Hudson, the campaign reached over 8.5 million Canadians, with a significant portion expressing interest in visiting P.E.I. The partnership reportedly attracted 315,000 new visitors and generated $95 million in visitor spending. Hudson also highlighted the continued growth in tourism, with notable increases in bridge, air, and ferry traffic by the end of August. P.E.I. recorded a record 1.87 million visitors in 2025, following 1.7 million in 2024, showcasing the ongoing appeal of the destination to tourists. Hudson reiterated the department’s focus on attracting first-time visitors, relying on industry collaboration to ensure repeat visits and sustained tourism growth.
