How did nobody notice that the model on this mag cover had a massive boner?

Maybe the photographer told him to picture his happy place?

Interest in Prince Edward Island isn’t the only thing up in the small Canadian province, after an image featuring a man with a sizeable bulge in his pants fronted the annual travel guide.

The picture of a couple relaxing on the beach apparently did not raise any eyebrows at the island’s Department of Tourism and Culture, who printed it on their official visitor guide for 2015.

But eagle-eyed locals noticed the male model lying back in his beach chair appeared somewhat… excited.

Local newspaper The Guardian reports the government printed more than 180,000 copies – including French and English versions – before PEI residents shared the image on social media.

But apparently erections aren’t something the province can guarantee.

PEI Tourism attempted to recall the guide and has since replaced the cover image, though the original is still being shared far and wide online.

Those in the tourism department might be needing a stiff drink right about now…