P.E.I's 'True Island Flavour' part of new tourism strategy

Tourism PEI has launched a new marketing strategy to attract visitors to the Island.

The new theme is 'True Island Flavour'. It will focus on the food, scenery, golf and culture on P.E.I.

The strategy was unveiled at a tourism conference Friday. The provincial government plans to promote more package deals and authentic experiences.

Brenda Gallant, the director of marketing and tourism for Tourism PEI said they will use more online videos and social media to attract visitors.

"We know that we can't compete on frequency when it comes to advertising because we're the smallest province in the country, so even competing nationally is difficult because all other provinces have much more," said Gallant.

"However, one of the beauties about social media is it's perhaps less expensive and it becomes more about creativity and how can you find an idea that will have some traction and will go a little bit further."

Gallant said 2015 was a record-setting year for tourism on P.E.I. and the goal is to keep the momentum for the 2016 season.