Tourism PEI is looking for models for next year's advertising campaign, and for the first time the campaign could include photos of same-sex couples.

"We're planning our photo shoots for the rest of the summer and talking about ways that we can show couples of all kinds enjoying themselves on the Island," said Carol Horne, manager of advertising and marketing for the Department of Tourism.

"That could very well involve same-sex couples, as well."

Six years ago a gay couple was turned away from an Island bed and breakfast, and the incident got a lot of coverage across the country. Horne said two media outlets aimed at gays, Out in Canada magazine and Out TV, have come recently to do stories about the Island. She hopes that will dispel some people's ideas about P.E.I.

"I think by getting coverage in these magazines and on TV, and assuring people that Islanders are friendly and that the tourist operators are ready and open to accept guests, then we can get over that," said Horne.

"If word of mouth can be relied on and people can come and have a good experience — all visitors — that more than anything is what helps people make their travel decisions."

Diversity in the province's marketing will go beyond picturing same-sex couples, said Horne. She hopes next year's tourism campaign will also include photos of people from different ethnic groups enjoying the Island.