What If Charlottetown Developed Different Tourism Approaches?

The Actual History

Charlottetown, the capital city of Prince Edward Island (PEI), has followed a tourism development path heavily centered around its literary and historical connections. Since the mid-20th century, the city and the island have built their tourism strategy largely on the worldwide popularity of Lucy Maud Montgomery's novel "Anne of Green Gables," published in 1908, which was set in fictional Avonlea but based on real PEI landscapes.

The 1960s marked a significant turning point for Charlottetown's tourism development. In 1964, the city hosted the Charlottetown Conference Centennial celebrations, commemorating the 1864 meeting that led to Canadian Confederation. This event sparked investments in heritage infrastructure, including the Confederation Centre of the Arts, which opened in 1964 as a national memorial to the Fathers of Confederation. The Centre's Confederation Players and the musical "Anne of Green Gables" became long-running staples of Charlottetown's tourism offerings.

Throughout the 1970s and 1980s, PEI's tourism sector became increasingly focused on the Anne phenomenon. The 1985 CBC television miniseries "Anne of Green Gables" significantly boosted the island's profile, particularly among Japanese tourists, for whom the story held special appeal. Green Gables Heritage Place in Cavendish (near Charlottetown) became a must-visit destination, with Charlottetown serving as the main accommodation and transit hub.

The 1997 completion of the Confederation Bridge connecting PEI to mainland New Brunswick transformed accessibility to the island, replacing the ferry service as the primary means of arrival. This 12.9-kilometer fixed link dramatically increased visitor numbers but also changed visitor patterns, making shorter stays more common.

In the early 2000s, Charlottetown began efforts to diversify beyond Anne-centric tourism with the development of its historic waterfront area. The city invested in cruise ship facilities, bringing a new segment of tourists who typically spent just one day in the city. The Peakes Quay development added restaurants and shops along the harbor, while historic properties like Beaconsfield and Government House were preserved as museum attractions.

In 2014, Charlottetown hosted major celebrations for the 150th anniversary of the Charlottetown Conference, again emphasizing its historical significance in Canadian nation-building. The city's tourism marketing integrated "Anne," history, coastal beauty, and culinary offerings (particularly seafood and potatoes) into a comprehensive brand.

By the 2020s, Charlottetown's tourism season remained highly seasonal, with most visitors arriving between June and September. Despite various initiatives, including the growth of the Fall Flavours food festival and the Winter Love festival, the shoulder and off-seasons remained challenging. Cruise ship visits increased steadily until the COVID-19 pandemic temporarily disrupted the industry in 2020-2021.

The pandemic forced a recalibration of the tourism industry, with a greater emphasis on domestic Canadian travelers when international tourism declined. As international travel recovered by 2023-2024, Charlottetown returned to its established tourism model: a blend of Anne-centered literary tourism, historical significance, coastal charm, and culinary experiences, with high seasonality and an increasing dependence on cruise ship arrivals during the peak season.

The Point of Divergence

What if Charlottetown had pursued radically different tourism development strategies in the 1970s? In this alternate timeline, we explore a scenario where Charlottetown's civic and provincial leaders made a deliberate decision to develop tourism assets and marketing approaches that minimized rather than maximized the Anne of Green Gables connection.

The divergence might have occurred in several plausible ways:

First, the government of Premier Alex Campbell (1966-1978) might have commissioned a different type of tourism strategy report in the early 1970s. Instead of doubling down on the Anne phenomenon after seeing its early success, consultants could have warned about over-reliance on a single cultural property and recommended a more diversified approach based on PEI's maritime history, unique ecology, and potential for year-round tourism development.

Alternatively, a different set of investors might have approached Charlottetown with proposals for major tourism infrastructure that had nothing to do with Anne or Canadian history. Perhaps a consortium interested in developing Charlottetown as an Atlantic marine research center with public education facilities, or developers with a vision for PEI as an arts colony and music festival destination in the vein of Woodstock or Newport.

A third possibility involves intellectual property complications. If the Montgomery estate had been managed differently, resulting in restricted commercial use of Anne imagery and story elements, provincial authorities might have been forced to pivot to alternative tourism narratives out of legal necessity rather than choice.

The most likely scenario combines elements of all three: frustrated by legal complications with the Montgomery estate around 1972-1973, and influenced by an ambitious tourism consultant's report calling for bold diversification, Premier Campbell's government could have decided to allocate significant development funds toward creating entirely new tourism attractions in and around Charlottetown. This decision, made when Anne tourism was still in its relative infancy, would have set Charlottetown on a remarkably different development path for the subsequent fifty years.

In this alternate timeline, rather than seeing Anne as the centerpiece of a tourism strategy, Charlottetown's planners came to view literary tourism as just one small component of a much more ambitious and diversified tourism ecosystem—one that would actively work to extend the tourism season, attract different demographic segments, and position Charlottetown not just as a quaint historical city, but as an innovative cultural hub for the entire Atlantic region.

Immediate Aftermath

The Maritime Museum Complex (1975-1980)

The first major project of Charlottetown's alternative tourism strategy was the development of an ambitious Maritime Museum Complex along the waterfront. Unlike the modest historical displays that exist in our timeline, this facility became a cornerstone installation that told the comprehensive story of Atlantic Canada's relationship with the sea.

The complex included interactive exhibits on shipbuilding, fishing industries, maritime ecology, and navigation. A particular focus was placed on PEI's shipbuilding history—highlighting how the island had once been a major center for wooden ship construction in the 19th century. The centerpiece was a fully reconstructed period shipyard with daily demonstrations of traditional boat-building techniques.

Premier Campbell secured significant federal funding by positioning the project as a matter of Canadian cultural heritage rather than merely a provincial tourism venture. When the first phase opened in 1975, it immediately drew attention from educational institutions across Eastern Canada and the American Northeast, establishing Charlottetown as a destination for school trips and educational tourism.

The Performing Arts Expansion (1976-1978)

Rather than focusing primarily on the "Anne of Green Gables" musical, the Confederation Centre of the Arts developed a much broader performing arts program. In this timeline, the Centre cultivated relationships with various Canadian composers and playwrights to create original productions celebrating different aspects of Canadian culture.

By 1977, the Centre launched the Atlantic Performing Arts Festival, a six-week summer event featuring theater, dance, and music from across Canada and international performers. This initiative positioned Charlottetown as a cultural hub rather than merely a historic site or literary pilgrimage destination.

The festival gained particular traction with the American market, drawing cultural tourists from New England and the Eastern Seaboard who were attracted by the combination of performances in a picturesque maritime setting. Hotels reported stronger bookings through September—the first successful extension of the traditional summer season.

Marine Research Center and Public Aquarium (1978-1982)

In perhaps the most significant departure from our timeline, provincial authorities partnered with Dalhousie University and several American oceanographic institutions to establish a Marine Research Center in Charlottetown. The facility included a public-facing aquarium and education center focusing on the Gulf of St. Lawrence ecosystem.

The center created year-round employment for scientists and support staff while providing a major all-weather attraction for visitors. School groups could visit regardless of season, and the research activities generated regular media coverage that kept Charlottetown in the public eye throughout the year.

By 1982, the aquarium was attracting over 150,000 visitors annually—significant numbers even during winter months, which had traditionally seen tourist traffic drop to nearly zero. Local restaurants and accommodations adjusted their business models to remain open during traditionally quiet periods, creating a more sustainable tourism economy.

Transportation and Infrastructure (1975-1983)

To support these new year-round tourism initiatives, Charlottetown invested differently in its transportation infrastructure. Rather than focusing predominantly on seasonal road improvements, the city developed:

Enhanced ferry connections with Nova Scotia and New Brunswick, operating on extended schedules compared to our timeline
Winterized visitor facilities designed to be fully operational during cold months
An expanded regional airport with incentives for carriers to maintain year-round service
Downtown architectural guidelines that preserved historical character while allowing for modern amenities and winter comfort

These investments came at the expense of some of the more Anne-centric infrastructure developments that would have been built in our timeline. Green Gables attractions still existed but received a smaller proportion of public tourism investment.

Initial Economic and Cultural Impacts (1975-1985)

The initial decade of Charlottetown's alternative tourism strategy produced mixed results. Overall visitor numbers during peak summer months were somewhat lower than in our timeline, as Anne-seeking literary tourists (particularly from Japan) had fewer dedicated attractions.

However, the economic impact was more evenly distributed throughout the year, creating a more stable employment base. By 1985, tourism employment had become less seasonal, with roughly 40% of tourism positions maintained year-round compared to less than 20% in our timeline.

Culturally, Charlottetown began developing a different identity—one less focused on a fictional character and more centered on maritime heritage, live performances, and marine science. This shift created occasional tensions with those who felt the island was neglecting its most famous cultural export, but provincial leadership remained committed to the diversification strategy.

Long-term Impact

Transforming Seasonal Patterns (1985-2000)

By the late 1980s, Charlottetown's tourism pattern had evolved significantly from our timeline. While summer remained the busiest season, the difference between peak and off-peak visitor numbers was much less pronounced.

The city developed distinct seasonal identities:

Summer focused on outdoor activities, the performing arts festival, and maritime experiences
Fall became known for scientific conferences hosted at the Marine Research Center, coinciding with spectacular island foliage
Winter developed around indoor aquarium visits combined with winter sports and cozy maritime culinary experiences
Spring featured educational programming oriented toward the school group market

This approach created a more resilient tourism economy. When the Canadian recession of the early 1990s reduced discretionary travel spending, Charlottetown's tourism industry contracted less severely than other Canadian destinations with more seasonally concentrated visitor patterns.

The Confederation Bridge Era (1997-2010)

The 1997 completion of the Confederation Bridge affected Charlottetown differently in this timeline. Rather than primarily facilitating an increase in short summer visits, the fixed link enabled year-round connectivity that supported the city's more diversified tourism calendar.

The provincial government implemented a sophisticated data gathering system at the bridge to understand visitor patterns, using this information to continually refine tourism strategies. This led to targeted marketing campaigns for different seasons and demographic segments rather than the more generalized approach seen in our timeline.

One significant difference emerged in the cruise ship sector. In our timeline, Charlottetown gradually developed as a cruise destination focusing on quick Anne-themed shore excursions. In this alternate timeline, Charlottetown positioned itself to cruise lines as a "Maritime Science and Heritage" port, offering unique excursions centered around marine biology and shipbuilding history. This attracted educational cruises and expedition-style vessels that made longer port calls, generating more economic impact per ship.

Emerging International Markets (2000-2015)

While Charlottetown in our timeline benefited significantly from Japanese tourism driven by Anne of Green Gables fandom, this alternate Charlottetown developed different international markets:

Educational Tourism: Partnerships with American and European educational institutions created regular study abroad programs centered around marine science and maritime history
Research Tourism: The Marine Research Center attracted visiting scientists and academic conferences, particularly in marine biology and oceanography
Cultural Heritage Tourism: The expanded performing arts programming drew culturally motivated travelers, particularly from the United Kingdom and France, interested in Atlantic Canada's unique cultural blend

The city developed specialized accommodation and dining options to serve these distinct visitor segments, including extended-stay research apartments, boutique hotels highlighting maritime themes, and restaurants focusing on sustainable seafood and traditional recipes with modern interpretations.

Digital Transformation and Experiential Tourism (2010-2020)

As tourism globally shifted toward experiences rather than simply sites to visit, Charlottetown's diverse tourism foundation positioned it well for this transition. The city developed a range of interactive experiences:

Virtual and Augmented Reality: The Maritime Museum pioneered VR sailing experiences that simulated historical voyages from Charlottetown's harbor
Citizen Science Programs: The Marine Research Center developed programs where visitors could participate in actual research projects, collecting and analyzing data alongside scientists
Maker Spaces: Historic shipbuilding demonstrations evolved into participatory workshops where visitors could learn traditional woodworking and boat-building techniques

These interactive elements attracted the millennial and Gen Z markets, which were less interested in passive sightseeing and more focused on learning and participatory experiences.

Climate Change Adaptation (2015-2025)

As climate change impacts became more apparent in the 2010s and 2020s, Charlottetown's diversified tourism model proved advantageous. The longer tourism season reduced pressure for concentrated summer development in environmentally sensitive coastal areas.

The Marine Research Center became internationally recognized for climate change studies in coastal communities, generating a new form of "climate tourism" as policy makers, researchers, and sustainability-minded travelers visited to learn about adaptation strategies. Charlottetown hosted the first International Conference on Tourism and Climate Change Adaptation in 2018, establishing itself as a leader in sustainable tourism practices.

Economic Impacts to the Present Day (2025)

By 2025 in this alternate timeline, Charlottetown's tourism economy looks markedly different from our reality:

Employment Pattern: Tourism-related employment is approximately 60% year-round and 40% seasonal, nearly the inverse of our timeline's ratio
Visitor Demographics: The visitor profile is more diverse in terms of age, origin, and purpose of visit
Economic Contribution: While the total number of annual visitors is comparable to our timeline (approximately 1.5 million), the economic impact is approximately 35% higher due to longer average stays and higher per-visitor spending
Resilience: The tourism industry demonstrated greater resilience during the COVID-19 pandemic, as the research and educational components were able to pivot to virtual formats more effectively than experience-based tourism

The physical development of Charlottetown also evolved differently. Rather than the concentration of Anne-themed gift shops and related businesses, the downtown features more diverse establishments: marine equipment shops, educational supply stores, art galleries, specialized bookstores, and technology companies serving the marine research sector.

The city's identity has evolved around the concept of "knowledge tourism"—positioning itself as a place where visitors come not just to see and experience, but to learn and contribute. This has attracted a community of digital nomads and remote workers who appreciate the city's combination of natural beauty, cultural offerings, and intellectual resources.

While PEI still acknowledges its connection to Lucy Maud Montgomery and Anne of Green Gables, in this timeline it represents just one thread in a more diverse cultural fabric rather than the dominant tourism narrative it became in our reality.

Expert Opinions

Dr. Eleanor Hastings, Professor of Tourism Development at the University of Waterloo, offers this perspective: "What's fascinating about this alternate Charlottetown scenario is how it illustrates the long-term impacts of early tourism development decisions. In our timeline, PEI pursued a path of least resistance by capitalizing on an existing cultural asset—Anne of Green Gables—which certainly brought success but also created vulnerabilities through over-reliance on a single tourism narrative and highly seasonal visitation patterns. The alternate approach of deliberate diversification would have required more substantial upfront investment and risk-taking but potentially created a more resilient and sustainable tourism economy in the long run. This highlights the tension between immediate returns and long-term sustainability that many destinations face in their tourism planning."

James Chen, Senior Economist with the Atlantic Canada Opportunities Agency, provides this economic assessment: "The alternate development path for Charlottetown presents a classic case study in economic diversification. Our models suggest that while the initial decades would have seen somewhat slower growth compared to the highly successful Anne-centric approach, the long-term economic resilience would be significantly enhanced. The year-round employment pattern would have profound impacts beyond just tourism numbers—including reduced outmigration of young workers, more stable housing markets, and better utilization of public infrastructure. The multiplier effects of research-based and educational tourism tend to be higher than those of conventional sightseeing tourism, as these visitors typically stay longer and engage more deeply with the local economy."

Dr. Mariam Al-Najjar, Director of the Institute for Sustainable Coastal Tourism, observes: "Charlottetown's actual development as an Anne-focused destination is neither right nor wrong—it simply represents one pathway among many possibilities. What this alternative scenario highlights is how tourism development is not merely about attracting visitors but about shaping the very identity and socioeconomic structure of a place. In the alternate timeline, Charlottetown would likely have a different demographic composition, with more year-round residents working in knowledge economy positions. The environmental impacts would differ as well—less concentrated summer pressure but more consistent year-round usage. The key lesson is that tourism strategy is fundamentally about the kind of community you want to build, not just the numbers of visitors you hope to attract."