This study attempts to better understand the VFR market in Prince Edward Island, Canada by using data set drawn from Tourist Exit Survey during the period from 2000 to 2004. The study provided an exploratory examination of trip characteristic variables between VFR and pleasure travellers and identified some significant differences between the two trip purpose groups. It also identified that the VFR markets are important and valuable for Prince Edward Island. The results imply that tourism marketers need to address the unique differences of the VFR markets in keeping with their trip patterns and characteristics.