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About Endwell Management Inc., Operator of PEIDoctor.com and Form5.ca
Advisory Board:
Marius Croeser - Director
Dr. David Lovejoy
Dr. J Karpakis
Roosmari Croeser
Jennifer Rogers
Medical Dicrector - Dr. J Karpakis
Phone: 902 316 1550
Mail: EndWell Management Inc.
8 Shamrock Cres Kinkora, C0B1N0
Managing Director - Marius Croeser
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Five market developments that caught our attention:
Europe may be entering a "sweet spot" - While much of the industry's attention remains focused on the U.S. market, we believe the more interesting story may actually be unfolding in Europe. Several independent developments are now aligning at the same time.
Atlantic Canada continues to gain additional direct air service from Europe, including new non-stop service between Halifax and Brussels, making the region easier to reach than at any point in recent years (more information below). At the same time, the Canadian dollar continues to offer exceptional value for European visitors, particularly those travelling from the Eurozone and the United Kingdom, where both the euro and British pound remain comparatively strong. There are also broader global influences at play. Ongoing geopolitical uncertainty in parts of the Mediterranean has encouraged some European travellers to look beyond their traditional holiday destinations, while demand for authentic, nature-based and less crowded experiences continues to grow—areas where Prince Edward Island and Atlantic Canada are particularly well positioned.
These developments suggest the early stages of a potential multi-year growth opportunity for European visitation. We are looking at Europe becoming an increasingly compelling market.
U.S. visitation stabilizing - The U.S. market is also showing new signs (in well over a year). After more than a year of declining U.S. visitation into Canada, Statistics Canada's preliminary May data recorded the second consecutive monthly increase in U.S. automobile arrivals.
One additional month of growth will be needed before we describe this as a trend, but it does reinforce the sentiment that U.S. travel demand may be beginning to normalize. (However, we remain slightly more cautious than most. Recent U.S. manufacturing layoffs and ongoing volatility surrounding the "Magnificent Seven" technology stocks are worth monitoring, although current market conditions appear more consistent with capital rotation than broader economic deterioration. We are keeping an eye on both scenarios.
A potential workforce challenge - One issue that also caught my attention is the workforce challenge facing Prince Edward Island's tourism sector.
With Holland College discontinuing several tourism and hospitality programs, the Island could lose approximately 90 to 100 trained graduates entering the industry each year. Without sufficient staffing, maintaining service quality could become increasingly difficult for accommodations, restaurants, attractions and tourism operators.
If our broader outlook proves accurate, this may become one of the key factors separating businesses that outperform from those that struggle.
Cruise tourism continues to build momentum - Cruise tourism also appears to be moving well beyond simple post-pandemic recovery.
Cruise lines are scheduling more ship calls, more overnight stays and an increasing number of inaugural port visits. Continued investment in port infrastructure across Atlantic Canada suggests these larger schedules are becoming part of a long-term trend rather than a short-term rebound.
Shoulder season continues to strengthen - Early travel intent data suggest that demand for fall travel continues to strengthen, with September and October attracting increasing interest from travellers.
Sources and Further Reading
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Statistics Canada – International Travel and Tourism Indicators (monthly U.S. automobile arrivals)
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Destination Canada – Tourism Outlook and Market Intelligence
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Halifax Stanfield International Airport – New transatlantic route announcements (including Brussels)
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Tourism Economics – Canada Travel Forecast
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Bank of Canada – Exchange Rates (CAD/EUR and CAD/GBP)
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Cruise Atlantic Canada – Cruise Outlook and Port Schedules
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Tourism HR Canada – Labour Market Information
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Tourism PEI – Industry Research and Performance Reports
For Eurozone travellers: With 1 EUR buying roughly 1.61–1.62 CAD, your euro stretches further. For example:
• A 100 CAD hotel night or meal costs you about 62 EUR.
• A 1,000 CAD vacation package (flights, hotels, food, activities) would cost around 620 EUR at these rates.
• For UK travellers: With 1 GBP buying roughly 1.87 CAD, the pound has even stronger purchasing power. For example:
• A 100 CAD expense costs about 53.4 GBP.
• A 1,000 CAD trip costs around 534 GBP.
This represents exceptional value compared to historical norms or periods when CAD was stronger (e.g., closer to parity or 1 EUR ≈ 1.3–1.4 CAD). Recent data shows EUR/CAD has been elevated in the 1.60–1.62 range in 2026, driven more by CAD weakness than exceptional euro strength. GBP/CAD is similarly favourableNew Routes from Europe (Primarily into Halifax YHZ)
These represent significant expansions in transatlantic connectivity, focused on Halifax as the main gateway for Atlantic Canada. All are seasonal (typically summer 2026).
• WestJet:
• Halifax (YHZ) – Lisbon (LIS), Portugal: Started May 1, 2026, ~4–5x weekly (Boeing 737 MAX 8). First direct service on this route. 
• Halifax (YHZ) – Madrid (MAD), Spain: Started May 15, 2026, ~4x weekly. First time from Nova Scotia. 
• Halifax (YHZ) – Copenhagen (CPH), Denmark: Started May 28, 2026, ~4x weekly. New long-haul addition. 
• Air Canada:
• Halifax (YHZ) – Brussels (BRU), Belgium: Started June 18, 2026, 3x weekly (Boeing 737 MAX 8, until early September). First nonstop to Belgium from Atlantic Canada / Halifax’s second international destination after London. Broader U.S. economy indicators remain resilient overall (e.g., PMI expansion in manufacturing, steady unemployment around 4.3%, consumer sentiment/jobs holding up), with no clear signs of widespread recessionary deterioration despite pockets of weakness like targeted layoffs.
Welcome to EndWell Management Inc.
Our mission is straightforward: to help our partners succeed — in their businesses, in their professional lives, and in the communities they serve.
Prince Edward Island’s tourism industry is evolving — and so are the expectations of modern travelers.
Today’s guests are looking for more than just a beautiful room or ocean view. Increasingly, they are seeking experiences that support wellness, peace of mind, connection, convenience, and overall quality of life while away from home.
That is why projects like PEIDoctor.com are so exciting for PEI.
PEIDoctor is not a medical clinic. We are a central coordination and concierge support hub focused on helping connect Clarity • Convenience • Wellness Offerings • Continuity of Care.
Our role is to help hotels, resorts, cottage operators, golf destinations, and tourism partners enhance the guest experience by connecting visitors with wellness-oriented services and independent healthcare resources when appropriate.
Around the world — and increasingly across Canada — hospitality and wellness are becoming closely connected. Resorts and destination operators in places such as British Columbia, Ontario, Quebec, and internationally already offer integrated wellness experiences that include:
• stress reduction programs
• lifestyle coaching
• recovery and restorative experiences
• couples retreats
• wellness consultations
• personalized guest support amenities
• concierge-style coordination services
Leading Canadian examples include:
• Le Monastère des Augustines / Spa Eastman (Quebec)
• Mountain Trek Fitness Retreat (British Columbia)
• Sparkling Hill Resort & Spa (British Columbia)
• Fairmont Banff Springs & the Canadian Rockies wellness region
• Grail Springs Wellness Retreat / Ste. Anne’s Spa (Ontario)
Internationally, wellness tourism continues to grow rapidly in areas such as:
• preventive and longevity travel
• mental wellness and burnout recovery
• executive performance travel
• immersive wellness experiences
• recovery-focused stays
• integrated hospitality and wellness ecosystems
PEI now has an opportunity to thoughtfully participate in this growing global trend in a way that reflects our Island culture of hospitality, care, and personalized service.
The global wellness economy continues to expand at an extraordinary pace. The Global Wellness Institute estimates the sector reached approximately $6.8 trillion USD in 2024 and projects continued strong annual growth through 2029. We believe wellness is no longer simply an “add-on” — it is increasingly becoming part of modern destination infrastructure.
The vision behind PEIDoctor is to help empower PEI tourism operators with thoughtful, value-added offerings that make visitors feel welcomed, supported, and cared for during their stay.
Examples of future wellness-oriented offerings could include:
• Mature Couples Intimacy & Connection Renewal experiences
• Holistic Stress Reduction & Lifestyle Reset programs
• Wellness Weekend Retreats
• Golf & Recovery packages
• Executive burnout recovery escapes
• Seasonal wellness experiences for retirees and long-stay visitors
• Personalized wellness coordination for destination weddings and group travel
• Healthy aging and vitality-focused visitor experiences
• Concierge support for travelers seeking additional peace of mind while away from home
For many visitors — especially older travelers, international guests, wellness travelers, remote workers, and multi-generational families — knowing trusted support and coordination are available during their stay provides tremendous comfort and confidence.
Most importantly, this model is designed to support and strengthen local tourism destinations — not replace them.
PEIDoctor’s role is to help empower PEI destinations with modern wellness-oriented amenities and support experiences that travelers increasingly value when choosing where to stay and visit.
Prince Edward Island has always been known for its hospitality. Projects like this simply represent the next evolution of Island hospitality — where wellness, peace of mind, meaningful experiences, and personalized guest support become part of what makes visiting PEI so special.
We would be proud to work alongside you in building that future.
Warm regards,
Marius Croeser
Director
EndWell Management Inc.
(Trademarks pending: Sopheria • PEIDoctor • EndWell and Form5.ca / Formin5.com)
Prince Edward Island as a Wellness & Visitor Support Destination
-For Tourism, Hospitality & Destination Leadership Stakeholders.
Prepared by EndWell Management Inc. (operating as PEIDoctor.com) May 2026.
EXECUTIVE SUMMARY
Prince Edward Island as a Wellness & Visitor Support Destination
A New Layer of Visitor Experience for Prince Edward Island
Prince Edward Island’s tourism economy is entering a new phase—one where visitor expectations extend beyond hospitality, dining, and scenery into reassurance, wellbeing support, and seamless coordination of services during travel.
PEIDoctor.com (EndWell Management Inc.) is introducing a private-pay, non-emergency visitor support coordination model designed to integrate thoughtfully within PEI’s existing healthcare and hospitality ecosystems.
This initiative is built to complement, not replace, publicly funded healthcare services, and to operate fully within applicable Canadian and provincial regulatory frameworks and professional licensing requirements.
GLOBAL CONTEXT
The Rise of Wellness-Focused Travel
The global wellness economy continues to expand rapidly. The Global Wellness Institute estimates it reached approximately $6.8 trillion USD (2024) and is projected to grow at approximately 7%+ annually through 2029, approaching nearly $10 trillion USD.
This growth reflects a structural shift in traveler expectations
Modern visitors increasingly seek:
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Reduced friction in accessing support services
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Clarity and reassurance during travel
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Preventive and wellness-oriented experiences
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Calm, restorative environments
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Seamless coordination when needs arise
Parallel trends in Canadian healthcare—such as increasing physician workload and time constraints per consultation (as noted in public Canadian Medical Association discussions)—have further amplified demand for structured, non-emergency coordination and guidance models. The Canadian Medical Association has noted increasing physician workloads, which can result in shorter consultations, while patients express a desire for more time and clear communication with healthcare providers. Many Canadians are also increasingly turning to concierge-style coordination models that include privately paid nursing and patient support services.
INDUSTRY SHIFT
Wellness Is Now Part of Destination Competitiveness
Leading global destinations are already integrating wellness into hospitality ecosystems, including:
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Le Monastère des Augustines / Spa Eastman (Quebec)
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Mountain Trek Fitness Retreat (British Columbia)
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Sparkling Hill Resort & Spa (British Columbia)
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Fairmont Banff Springs & Canadian Rockies region
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Grail Springs Wellness Retreat / Ste. Anne's Spa (Ontario)
Internationally, wellness tourism is strongest in:
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Preventive & longevity travel
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Recovery and restorative stays
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Mental wellness and burnout recovery
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Executive performance travel
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Immersive experiences
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Concierge-style coordination services
These models demonstrate a clear direction: Wellness is no longer an add-on—it is part of destination infrastructure.
PRINCE EDWARD ISLAND CONTEXT
PEI Tourism Opportunity (2026 Outlook)
Prince Edward Island welcomed approximately 1.87 million non-resident visitors in 2025 (Tourism PEI estimates).
While detailed breakdowns vary, key source markets include:
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United States (largest international segment)
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United Kingdom and Western Europe
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Growing interest from Asian markets including China and Japan
Estimated international visitation range (conservative planning estimate):
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United States: ~128,000–190,000
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Europe (UK, Germany, France, others): ~45,000–70,000
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China: ~4,000–7,000
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Japan: ~3,000–6,000
As destinations become more competitive, visitor decision-making increasingly includes:
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Ease of navigation
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Confidence in local support systems
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Access to reassurance during unexpected needs
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Overall “peace of mind” experience design
This creates a meaningful opportunity for PEI to strengthen its positioning as a restorative, visitor-supportive destination.
EMERGING OPPORTUNITY
The Hospitality + Wellness Integration Gap
Across premium destinations, a clear pattern is emerging:
Visitors increasingly expect light-touch, discreet, non-emergency support coordination integrated into their stay experience.
Typical visitor needs include:
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Non-emergency healthcare navigation
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Prescription continuity support
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Pharmacy coordination assistance
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General health reassurance while travelling
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Clarity Visits™ -sessions provide a calm, private setting for general health-related conversation, educational information
PEIDOCTOR MODEL
The Role of PEIDoctor.com
PEIDoctor.com (EndWell Management Inc.) provides private-pay, non-emergency healthcare coordination and visitor wellness support services designed specifically for hospitality environments.
The model is intended to:
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Support, not replace, provincial healthcare systems
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Operate within applicable Canadian and PEI regulatory frameworks
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Respect all professional licensing and clinical boundaries
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Direct all emergencies to appropriate emergency services (e.g., 911 or hospital ERs)
Core Service Areas:
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Visitor healthcare navigation and coordination
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Non-emergency consultation pathways (Consults and Clarity Visits™)
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Prescription continuity coordination (where appropriate)
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Pharmacy and service navigation support
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Hospitality-integrated visitor assistance
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Coordination of private-pay nursing support
VALUE TO HOSPITALITY PARTNERS
Why This Matters for Hotels, Resorts & Operators
1. Enhanced Guest Experience
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Improves visitor confidence during their stay
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Reduces uncertainty in non-emergency situations
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Provides discreet access to structured support
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Strengthens overall guest satisfaction and trust
2. Operational Support
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Reduces front desk and concierge burden
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Provides clear referral pathways for health-related inquiries
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Adds consistency in guest support handling
3. Premium Positioning
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Supports wellness-oriented brand positioning
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Enhances appeal to high-value guest segments:
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Executives
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Extended-stay visitors
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Wellness travellers
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Retirees and couples
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Strengthens shoulder-season differentiation strategies
4. Alignment with Industry Direction
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Complements current offerings
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Enhances PEI’s positioning as a restorative destination
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Supports experiential hospitality trends without operational complexity
STRATEGIC IMPACT FOR PEI
Long-Term Destination Development Opportunity
With thoughtful integration, PEI can strengthen its competitive position in:
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Wellness and restorative travel
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Executive recovery stays
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Nature-based retreat experiences
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Preventive wellness tourism
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Extended-stay experiential travel
Potential future programming directions may include:
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“Clarity Stay” wellness packages
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Executive reset and recovery retreats
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Couples wellness experiences
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Nature-integrated wellbeing journeys
All concepts would remain aligned with Canadian healthcare regulations and hospitality frameworks.
A New Layer of Destination Confidence
This initiative reflects the convergence of:
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Hospitality
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Wellness tourism
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Visitor experience design
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Non-emergency healthcare coordination
It is not medical tourism, nor a substitute for public healthcare systems.
Instead, it introduces a structured, regulated, private-pay coordination layer designed to improve visitor confidence and reduce friction in non-emergency situations.
Clarity • Convenience • Wellness • Continuity of Care
CLOSING
All ownership and participating healthcare professionals associated with EndWell Management Inc. (PEIDoctor.com) are Prince Edward Island residents with a long-term commitment to the province’s sustainable tourism growth and economic wellbeing.
We warmly invite interested stakeholders to reach out to us for more information or to discuss this opportunity further. Please feel free to call us at 902-316-1550. We look forward to speaking with you.
Marius Croeser
Director
EndWell Management Inc.
902 316 1550 / info@EndWellPEI.com
ADDENDUM — SOURCES & DISCLAIMERS
Data Sources (Referenced for Context Only):
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Global Wellness Institute (2024–2025 estimates) / Official Press Release: The Global Wellness Economy Hits a Record $6.8 Trillion and Is Forecast to Reach $9.8 Trillion by 2029 (November 19, 2025)
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Tourism PEI / Government of Prince Edward Island visitation data (2025)
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Canadian Medical Association public reporting and commentary
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Health PEI public information resources
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Travel behaviour studies including industry insurance and tourism surveys
IMPORTANT DISCLAIMER
This document is provided for informational and strategic discussion purposes only.
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It does not constitute a prospectus or investment solicitation
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It does not provide medical advice or clinical instruction
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It does not guarantee outcomes or regulatory approvals
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It does not replace public healthcare services or emergency care
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All services described are private-pay and subject to applicable Canadian and provincial laws and professional regulations
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All emergencies must be directed to appropriate emergency services (911 or hospital emergency departments)
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