Nested between the Northumberland Strait on the south and the Gulf of St. Lawrence to the north, Prince Edward Island is home to stunning sceneries, rich history, and delightful culinary experiences. Those who draw near to its shores witness the idyllic beauty of the Island’s gentle rolling hills, lush trails, coastal dunes, pristine forests, and long beaches. And many indeed draw near. Before the COVID-19 pandemic and the accompanying measures, Prince Edward Island welcomed about 1.6 million visitors in 2019 and recorded $505 million in tourism expenditures by residents and non-residents. (Government of Prince Edward Island. Tourism PEI Annual Report 2019-2020.)
The quality of the Island’s natural resources, mainly from the agriculture and fishing industries, are exported and enjoyed around the world and are key components of PEI’s economy. Tourism is another mainstay. While July and August are the busiest months, travellers also visit the province in June and into late September.
Globally, the tourism industry has witnessed evolutions, reorientations, and re-emergences with the advancement of technology and following system-wide external shocks like those brought on by the pandemic. One of such reorientations is experiential tourism which has risen steadily since 2016. Experiential tourism is a form of travel in which people thoughtfully engage with the history, culture, and people in the places they visit. The emphasis here is on meaningful interactions with local life that leave a traveller with a shift in perspective and a feeling of belonging.
A traveller who wishes to tour PEI experientially in summertime might extend a visit beyond Avonlea Village and journey up to an orchard to harvest fresh apples and see how cider is made; learn how to make a moosehide drum or weave a basket with white ash at Lennox Island First Nation; go hiking on the Strathgartney Provincial Park trails; join a deep-sea fisher to earn and cook the day’s catch; and learn how to dive under water. Naturally, these adventures will be punctuated by delicious detours to Cows Creamery. Immersive experiences such as these leave the traveller with memories, knowledge, friendships, and, perhaps, a desire to return to PEI.
Vivien Lam, owner of Anne Scuba Diving Inc., agrees. She was born in Hong Kong, had lived in America, arrived in PEI last May, and set up shop almost immediately. Pivoting from a previous career managing an insurance company and, later, a hedge fund, she established her scuba diving education business in Charlottetown. “I used to be a diver in Hong Kong and looked forward to continuing to do so on an island like this. I always believed, especially for children, that learning how to swim or dive was an important survival skill. Learning how to dive also shows you a whole new world under the sea,” she says.
This whole new world may indeed be beneath the sea or above it. Tourists from across Canada and the world often remark on the natural beauty of Prince Edward Island, its unhurried pace of life and living, and the warmth of its people. These attributes present a competitive advantage for Island
businesses to take inspiration from. Marketing for an outdoor spa, for example, can offer potential customers an opportunity to be immersed in a sanctuary of nature far removed from the cares of modern life. This description casts PEI in new light and collaborations with other service providers within a given area, perhaps a winery offering tours and tastings, can further deliver value in innovative ways.
For Vivien, one of such innovations is the ability to give diving lessons to locals and tourists in English, Mandarin, and Cantonese and refer to the wonders she has encountered under sea throughout her extensive travels. These references give her students the opportunity to enjoy PEI’s unique waters and make comparisons to their own previous excursions under water, where applicable. Anne Scuba Diving Inc. provides several courses including open water diving lessons and the PADI Seal Team program with small class sizes for a more personalized experience. Families are not left out as programs are available for parents and their children to explore underwater environments together. The fast-approaching summer provides an excellent opportunity for such activities.
Experiential tourism is here to stay. Although it might be tempting to consider the cost of innovating and adapting in response to this steady shift in demand, the opportunity to realize improved margins and diversify revenue streams, deliver exceptional customer experience and engagement, and provide additional value through vertical and horizontal collaboration with other players makes it all worthwhile.
Written by: Elizabeth Iwunwa
Photography: Greg Ellison, Ellison Media
