For the second year in a row tourism operators on Prince Edward Island were told they are failing to meet targets.

The report card from the Tourism Advisory Council was released on Thursday.

P.E.I. is in its second year of a five-year plan dubbed Strategy 2015.

When the Tourism Advisory Council launched the plan its goal was to increase tourism by more than five per cent a year.

But in 2011, tourism was up less than one per cent.

In 2012 it was up less than two per cent.

Robert Jourdain, acting chair of the council, said they've had to shift their expectations.

"We fell short of our goal targets in the first two years of the strategy. Which makes our goal increasingly unattainable," he said.

Now, instead of the tourism industry generating $500 million by 2015, the goal has been reduced to $424 million.

The government's new marketing campaign, also announced Thursday, puts an increased emphasis on highlighting what the province calls its island attributes.

Tourism P.E.I. Marketing director Brenda Gallant said they’ll still push golf, food, culture and coastal living.

"We are the only province that is an island and people love that and it does make it a more attractive destination," she said.

Organizers said the campaign will spend less on for marketing, but continue to focus on visitors from the eastern seaboard.