Province recognized with national award for sport tourism
Minister of Fisheries, Rural Development and Tourism Ernie Hudson announced today that Tourism PEI has been awarded Sport Tourism Canada’s (STC) Sport Event Partnership of the Year for its activation at the 4 Nations Face-Off in February 2025.
The award recognizes successful partnerships that delivered an outstanding sport event in Canada in 2025.
“We are very proud that Tourism PEI has been recognized with the STC Sport Event Partnership of the Year. Our activation at the 4 Nations Face-Off showed the creativity and energy behind our tourism marketing. It gave us a great chance to share PEI’s story with new audiences, inspire future trips to the Island, and strengthen our reputation as a welcoming and memorable destination.”
— Minister Hudson
Tourism PEI’s activation was created for, and featured during, the 4 Nations Face-Off, a best-on-best mid-season tournament contested by Canada, Finland, Sweden and the United States, which was hosted by the National Hockey League (NHL) and the National Hockey League Players Association (NHLPA). The promotion combined broadcast exposure, in-arena activities, and fan experiences that highlighted PEI’s culture, food, and natural beauty. The campaign helped raise national and international awareness of Prince Edward Island and encouraged more people to explore what the province has to offer.
Over 16 million viewers in North America tuned into the championship game – the second-most watched hockey game in the past decade – which heavily showcased the Prince Edward Island brand. The activations in Montreal and Boston also boosted Tourism PEI’s digital engagement, leading to more newsletter sign-ups, higher social media activity, and increased website traffic throughout the campaign.
“Showcasing PEI at major events like the 4 Nations Face-Off gives us a powerful platform to reach people who may not have considered the Island before. It builds awareness in key markets and encourages travel to PEI throughout the year. Through our tourism strategy, we will continue to pursue initiatives that grow a strong, year‑round industry by strengthening supports, enhancing visitor experiences, increasing tourism revenue, and attracting higher‑value travelers.”
— Minister Hudson
About Sport Tourism Canada
Sport Tourism Canada was established in partnership with Destination Canada (formerly known as the Canadian Tourism Commission) to strengthen Canada’s ability to attract and host sport tourism events.
About Sport Tourism Canada’s PRESTIGE Awards
The PRESTIGE Awards celebrate excellence in the Canadian sport tourism industry, recognizing events, organizations, and partnerships in eight categories that demonstrate innovation, impact, and leadership. The 2026 awards ceremony took place in Mississauga on March 11, 2026.
Media contact:
April Gallant
Department of Fisheries, Rural Development and Tourism
aldgallant@gov.pe.ca