To restart Alberta’s tourism industry and rebuild Alberta’s visitor economy to 2019 levels by 2023.
2020-22 ALBERTA (RE)BOUND STRATEGY
The (re)Bound name gives a nod to Travel Alberta’s brand wordmark (remember to breathe). It recognizes the work to be undertaken to ensure the rebound of Alberta tourism businesses and Alberta’s visitor economy. It sets a path forward for a future state when the world is again Alberta Bound.
The Alberta (re)Bound Strategy is a three-phased approach to managing through the COVID-19 crisis. It will help to minimize the impact on Alberta’s tourism industry, build resilience and accelerate our recovery, and prepare the province to welcome travellers in the future.
Each phase is supported by five focus areas:
RESPONSE & ALIGNMENT: Communication with and support for government priorities
DESTINATION DEVELOPMENT: Building business capacity and tourism inventory throughout the province
DESTINATION PROMOTION: Creating compelling invitations to explore all of Alberta
DESTINATION MANAGEMENT: Leading Alberta’s tourism future
INTERNAL BUSINESS CONTINUITY: Maximizing effective resources for success
Travel Alberta, as the province’s destination management and promotion organization, supports the Government of Alberta to protect our citizens from the COVID-19 virus, while also maintaining support, intelligence, and promotion for Alberta’s experiences and the businesses and organizations that deliver them.
Alberta (re)Bound strategic framework
Building on our (remember to breathe) brand, this plan capitalizes on the strength and resilience of Albertans and creates a framework for rebuilding the province’s visitor economy.
Industry and market research
Travel Alberta has an established research and insights team dedicated to compiling and interpreting timely, relevant data that enables our partners to make sound business decisions.
Our team is in constant contact with the province’s destination management organizations, national and provincial parks, and experience providers to ensure effective, two-way communication and collaboration to adapt to the changing situation.
Agile and resilient team
Travel Alberta team members are dedicated to the success of our partners and work tirelessly to deliver services and information in a timely and effective manner.
Gradual Re-opening to Overseas
Normalized Domestic and Int'l
Physical distancing requirements Non-essential businesses open
Gathering limits increase. Parks re-open. In-province car travel resumes
Non-essential travel no longer discouraged. Uplift in domestic leisure travel
Canada-US border re-opens for land and air travel
Canadian borders re-open to inboud markets that have contained COVID-19
Canadian and International travel indicators stable
Local community 1-2 hours drive
1-5 hours drive
5-10 hours drive. 1-4 hours flight
2-30 hours drive. 1-6 hours flight (US)
5+-hours flight (overseas)
Travel indicators stable for continued growth. Larger group events restart