The Anne Effect: How Literary Tourism Continues to Drive Global Interest in PEI

Few fictional characters have had such a tangible impact on real-world tourism as Anne Shirley, the red-haired, freckled heroine of Anne of Green Gables. Since its publication in 1908, L.M. Montgomery’s beloved novel has enchanted readers across generations and continents. More than a century later, “The Anne Effect” remains a vital cornerstone of Prince Edward Island’s tourism industry, with fans from Japan to Germany making pilgrimages to walk in Anne’s fictional footsteps.

Today, as the Island evolves to welcome modern travellers with diverse interests, Anne’s legacy is being reimagined and expanded through fresh programming, immersive experiences, and cultural connections that honour the past while looking to the future.

A Story That Shaped a Destination

L.M. Montgomery’s Anne of Green Gables placed PEI on the literary map long before it was a well-known tourism destination. The book’s vivid descriptions of rural landscapes — wind-swept shores, rolling fields, and cherry blossom-lined lanes — painted an idyllic image that captured imaginations worldwide. Green Gables itself, inspired by Montgomery’s cousins’ farmhouse in Cavendish, quickly became a place of literary pilgrimage.

By the mid-20th century, Japanese publishers had translated the book and introduced it into their school curriculum. Japan’s love affair with Anne would later become one of the most remarkable aspects of PEI’s global tourism appeal, inspiring steady waves of visitors and even official delegations.

Today, Anne-themed tourism is not just a niche activity — it’s one of PEI’s top cultural draws, with travellers planning entire vacations around the “Anne experience.”

Iconic Anne Attractions That Still Shine

The Green Gables Heritage Place, managed by Parks Canada in Cavendish, remains the heart of Anne-related tourism. Visitors can tour the restored farmhouse, wander the “Haunted Wood” and “Lover’s Lane,” and explore interpretive exhibits on L.M. Montgomery’s life and literary influence. The site received a major renovation in recent years, including an updated visitor centre with multimedia installations that blend historical authenticity with modern storytelling.

Nearby, Avonlea Village, a seasonal heritage-themed community, recreates the fictional Avonlea through character performances, old-fashioned shops, and hands-on activities like jam-making and horse-drawn wagon rides. Though it appeals to children, Avonlea Village also charms adult fans with nostalgic flair and photo ops.

The Anne of Green Gables Museum in Park Corner, located in a home that belonged to Montgomery’s relatives, offers a quieter, more personal experience. With artefacts, family letters, and views of the “Lake of Shining Waters,” it gives visitors a window into the author’s real-life inspirations.

Japan and Anne: A Cross-Cultural Bond

The relationship between PEI and Japan is one of the most extraordinary chapters in the Anne story. Since the 1970s, Anne of Green Gables has been a staple in Japanese classrooms and pop culture. Japanese visitors often arrive with deep emotional connections to Anne, sometimes knowing the text better than local Islanders.

This connection led to the twinning of PEI and Japan’s Okayama Prefecture, and the creation of Anne-themed English immersion camps, cultural exchanges, and even Japanese-language signage at Anne attractions. In 1993, a replica of Green Gables was constructed in Hokkaido. These enduring bonds have cemented Anne’s role as a global cultural ambassador for PEI.

Tour operators and local businesses have embraced this market by offering Japanese-language materials, guided tours, and interpretive experiences sensitive to cultural expectations. As borders reopen post-pandemic, renewed interest from Asia is expected to reenergise this vital tourism link.

Anne for the Next Generation

While Anne of Green Gables remains a literary classic, keeping her story relevant to younger audiences and modern travellers requires fresh approaches. This is where PEI’s tourism industry is innovating — expanding beyond traditional museum visits into immersive, engaging experiences.

The recent Netflix series Anne with an E, which tackled contemporary themes such as feminism, racism, and identity, sparked new conversations about Anne’s story. While the series took creative liberties that diverged from the original books, it also introduced Anne to a younger, more diverse global audience. Some visitors now come not just for nostalgia but to explore deeper themes woven into Montgomery’s work.

Meanwhile, theatre productions like Anne & Gilbert: The Musical offer dynamic retellings that add layers of romance and drama, while maintaining family-friendly appeal. The production in Charlottetown attracts audiences season after season and serves as a key cultural touchpoint during the Island’s summer months.

Anne-Inspired Local Businesses and Artisans

Beyond the official attractions, the “Anne effect” extends into local enterprise. PEI businesses have creatively woven Anne into products, food experiences, and artisan goods that allow visitors to take a piece of her story home.

Shops across the Island sell everything from Anne dolls and raspberry cordial kits to hand-dyed red yarn named “Carrots.” Cafés and tea rooms — like the PEI Preserve Company and The Cordial Café — serve themed menus inspired by the books, including scones, plum puffs, and lemon biscuits Anne might have burned in Marilla’s kitchen.

Authors, photographers, and creators have also found inspiration in Anne’s aesthetic, often blending their work with guided workshops or retreats. For many, Anne is less a character and more a muse representing independence, imagination, and resilience.

Literary Trails and New Partnerships

PEI’s tourism board has supported the development of literary trails and self-guided itineraries that lead travellers to sites linked to Montgomery’s life and novels. These trails often combine literary interest with scenic drives, culinary stops, and heritage accommodations.

There’s also growing collaboration with other literary destinations across Canada — such as Lucy Maud Montgomery sites in Ontario — to create multi-province itineraries celebrating Canadian literature. This strategy not only strengthens Anne’s relevance but positions PEI as a key player in Canada’s cultural tourism landscape.

A Living Legacy

Anne of Green Gables is more than a book or character — she is a symbol of belonging, imagination, and the beauty of rural life. Her appeal has endured for over a century because she speaks to timeless human emotions: the longing for home, the desire to be understood, and the joy of seeing wonder in the everyday.

For Prince Edward Island, Anne continues to be both a cherished figure and a powerful economic driver. The challenge — and opportunity — lies in keeping her story alive in ways that are relevant, respectful, and creatively told. As long as there are readers who find comfort and inspiration in her words, Anne will always have a home on PEI.