Full Breakdown
Prince Edward Island Ends NHL Tourism Partnership After 2026
By Drooid · · How we work
Decision Not to Renew NHL Marketing Deal
Tourism Minister Ernie Hudson announced that Prince Edward Island will let its three-year tourism marketing partnership with the National Hockey League lapse when it expires at the end of 2026. In an open letter to industry partners, Hudson said the province had listened to operators who want “something new” for tourism promotion.
Background of the Partnership
The agreement, launched in February 2024, designated the province as the NHL’s official travel destination. For roughly $7.75 million in taxpayer funds, the deal gave P.E.I. placement on rink-side digital ads, television broadcast overlays, and the league’s social-media channels. The Tourism Industry Association of P.E.I. and its CEO Corryn Clemence had previously praised the campaign’s benefits.
Reported Impact and Statistics
Hudson cited a government-commissioned report indicating the campaign reached more than 8.5 million Canadians. Of those, 4 million said they would definitely consider visiting, 2.6 million had researched a trip, and 1.2 million were actively planning one. The minister also claimed the partnership attracted 315,000 new visitors and generated $95 million in visitor spending. By August, bridge traffic was up 6 percent, air traffic 9 percent, and ferry traffic 15 percent, contributing to a record 1.87 million visitors in 2025, up from 1.7 million in 2024.
Official Statements & Responses
He added that the full impact report will be posted on the Tourism P.E.I. website.
Criticism & Opposition
Liberal Opposition Leader Hal Perry questioned the partnership’s cost-effectiveness, describing the deal as “waste of money” and urging the government to adopt policies that prevent future “wasteful spending.” The Tourism Industry Association of P.E.I.
Verbatim Quotes
- “We talked to Islanders, as well, who made two things clear: that there is absolute support for continued investment in tourism as an economic driver, and that it's time for something new,” — Ernie Hudson, tourism minister
- “The direction from the department standpoint has always been, our job is to get tourists here for that first time,” — Ernie Hudson, tourism minister