The P.E.I. Gay Tourism Association aims to attract more LGBT tourists to the Island through two new partnerships with the provincial government.
Later this month, Tourism PEI and the association are organizing a photo shoot featuring several gay couples.
The photos will be used in future Island tourism guides and other marketing material.
Bill Kendrick, the association's chairman, said this year's guide features just one small outdated photo of a gay couple on the Island.
"If they do not see themselves reflected in that marketing, it doesn't say to them, 'This is a place that will welcome you,'" said Kendrick.
"It doesn't take overt advertising necessarily. It could just simply be a shot of a same-sex couple walking down the beach. That will say so much to that market."
The Gay Tourism Association and the province are also teaming up to fund a 30-minute segment highlighting P.E.I. on a new show called Fabulocity' airing on Out TV, a speciality channel that targets an LGBT audience and airs around the world.
Tourism PEI is paying $15,000 for the segment, while the association will cover accommodations, meals, and transportation for the film crew.
The segment will be shot in September.