Tourism journalists from around the world are descending on Prince Edward Island this week for an annual conference, which the province hopes will translate into unpaid media coverage.
Charlottetown is hosting GoMedia Canada Marketplace, an annual conference that allows media members to experience different parts of Canada.
This year close to 125 travel writers, including Gabriele Gugetzer from Germany, came to learn about the Island.
"Germans in Canada they will know Montreal, they will know Vancouver and maybe Quebec, but then that's basically it. So yes, I'm sure they will be very interested to find out about Prince Edward Island," said the freelance writer and cookbook author.
This is the first time the event has been held east of Quebec City.
"Historically the event has generated in excess of $5 million of unpaid media coverage for the host destination so we're anticipating the same or even more," said Robert Ferguson of Tourism PEI.
Journalists will have the opportunity to meet one-on-one with tourism operators to learn as much as they can about P.E.I.
"It's not so much about [going] there because the sun's nice, but you really want to hear stories," Gugetzer said.
The province and PEI 2014 have kicked in $300,000 towards the event.
The conference runs from Sept. 8-12.