Meetings and conventions add almost $20 million to Island economy

The Tourism Research Centre in the School of Business at UPEI has released encouraging research on visitors who come to Prince Edward Island to participate in a meeting or conference - further supporting investment in this market.

In 2009, PEI hosted 200 meetings and conventions that contributed almost $19.5 million to PEI's economy. The events were classified into three categories: regional (attendees primarily from Nova Scotia and New Brunswick); national (attendees primarily from provinces outside the Maritimes); and international (attendees primarily from outside Canada). Residents of PEI were excluded from the survey.

Although 99 per cent of regional attendees had visited PEI previously, 33 per cent of national, and 64 per cent of international attendees were on their first visit to PEI.

'One of the most exciting things confirmed in this study was the fact that business travellers are bringing other people with them when they come to PEI,' said Jo-Ann Thomsen, Director of MC & IT Sales, PEI Convention Partnership. 'Overall, the average party size was 2.5 people. About 35 per cent of these business travellers came to PEI on their own, but 31 per cent came with another adult who was not attending the event, 26 per cent travelled as a group of three or more adults, and eight per cent brought their family to PEI.'

While the study shows that meetings and conventions provide an opportunity to bring new visitors to the province, it also reveals benefits to local accommodations operators, retailers, restaurant owners, and others who provide goods and services to this market.

'It is worth noting that it is not only the hotel hosting the conference that sees a boost in occupancy rates,' stated Dr. Sean Hennessey, Faculty Director of the Tourism Research Centre. 'Almost 30 per cent of travel parties chose to stay at an accommodation other than the host hotel.'

Travellers also reported that they, or someone in their travel party, took part in many activities either on their own or as part of the event. The most popular activities were shopping for local crafts/souvenirs/antiques (57%), participating in sightseeing/driving tours (53%), going to a bar/pub/lounge/nightclub (44%), and going to a lobster dinner (41%).

Visitors spent an average of $1,126 per travel party in PEI, or $120.56 per person per night, with almost half of this going towards accommodation expenses, 21 per cent to restaurants, and 13 per cent towards shopping expenditures. This level of spending is much higher than the average party spending of $855.91 and the per person per night spending of $72.26 for all overnight pleasure visitors as reported in the July 2007 to June 2008 PEI Exit Survey.

'We are extremely pleased with the results of this survey, and believe meetings and conventions are helping attract new visitors to the Island,' said Ms. Thomsen. 'It is also very encouraging that delegates expressed a strong intention to revisit and recommend PEI to others.'

The data was collected from May through December 2009 with the assistance of the PEI Convention Partnership and Tourism PEI. For a copy of the report or more information, visit the Tourism Research Centre website at www.trc.upei.ca, call (902) 566-6096 or email trc@upei.ca.