The National Post reported:

Tourism PEI is targeting New Yorkers who are avid travellers but have never been to the province. Flights between New York City and the Island can cost more than $1,000, so the tourism agency is offsetting that with a credit for as much as $500 in airfare.

The province has set aside a $75,000 budget to pay tourists and has partnered with a travel company owned by American Express to track down several hundred customers, who will receive e-mails and postcards offering a break in airfare.

“When you look at all of our research, it shows that once people come here once, they will return,” Tourism PEI marketing director Brenda Gallant told the CBC. “It’s getting them to take that first trip.”