Prince Edward Island will not renew its tourism marketing partnership with the National Hockey League when the three-year agreement ends on Dec. 31, 2026, the province's Tourism Minister said on Thursday.
‘Time for something new,’ minister says
Tourism Minister Ernie Hudson told industry partners in an open letter that while the government remains committed to investing in tourism at the same level, the NHL partnership has run its course. The three-year arrangement, announced in February 2024, cost taxpayers roughly $7.75 million, according to Hudson.
“It’s time for something new,”
The deal had given Prince Edward Island the designation of the NHL's official travel destination and provided access to the league's marketing channels, including rink-board and in-ice digital advertising during television broadcasts in targeted markets, plus exposure across the NHL's digital and social platforms.
Local operators weigh benefits and concerns
Tourism operators have been divided on the value of the campaign. The provincial government has cited rising tourism numbers as evidence of the partnership’s effectiveness, and the Tourism Industry Association of P.E.I. (TIAPEI) urged the province to renew the deal, saying it believed the campaign generated benefits for businesses on the Island.
But opposition parties and some Islanders expressed doubts about the cost and return on investment, views that the minister said were taken into account in the decision not to renew.
What the NHL partnership delivered
Under the agreement, P.E.I. gained significant visibility in key hockey markets through:
- Digital advertising on rink boards and the ice during television broadcasts.
- Promotion via the NHL’s digital and social media platforms.
- Use of the NHL brand and official travel destination designation in marketing materials.
Those elements formed part of a broader marketing effort to attract visitors during busy tourism seasons and to extend the Island’s reach in the off-season.
Financial snapshot
| Item | Detail |
|---|---|
| Contract length | 3 years (to Dec. 31, 2026) |
| Cost to taxpayers | $7.75 million |
| Launch | Announced February 2024 |
Next steps and industry reaction
Hudson said in the letter that the province will sustain tourism marketing investment at the same level next year and beyond, but will pursue new approaches. He did not specify what those new strategies would be or outline a timeline for replacing NHL-driven marketing channels.
TIAPEI’s leadership has publicly supported continued work with the NHL, arguing that the campaign helped raise P.E.I.’s profile in important feeder markets. By contrast, critics have questioned whether the same dollars could be more effectively spent on targeted campaigns for specific regions, demographic groups or off-season products.
The decision is also likely to resurface discussions in the legislature about how public funds are allocated to tourism promotion and how success is measured. The minister’s letter indicates the government consulted both industry stakeholders and residents before making the choice.
Implications for the tourism season
Tourism is a major economic driver on the Island, closely tied to seasonal rhythms — from ferry arrivals and summer cottages to fall festivals and shoulder-season offerings. Any change in marketing strategy will be evaluated in the months ahead by operators who plan their staffing, inventory and capital investments around projected visitor numbers.
For hotels, restaurants and tour operators that leaned on momentum created by national campaigns, the announcement introduces a period of adjustment. Some businesses may push for reinvestment in joint promotions, while others may favour more locally targeted or Indigenous-led marketing projects.
As the contract winds down, the province will face decisions on allocation of future tourism funds, performance metrics for campaigns and how to balance broad exposure with support for small operators across the Island.
Further details on the government’s replacement strategy and the timeline for new marketing initiatives are expected as the province finalizes its plans for 2027.
