REBUILD PHASE

RESPONSE & ALIGNMENT

Objectives

  1. Build resilience and prepare for future crises

ACTIONS

  • Review the lessons learned and build emergency recovery plan processes

DESTINATION DEVELOPMENT

Objectives

  1. Rebuild capacity in most vulnerable communities and businesses
  2. Continue partner support in rebuilding international markets and strategic partnerships

ACTIONS

  • Develop new tourism products and go-to market strategies
  • Support existing tourism experiences to rebuild export ready product and re-establish distribution network
  • Collaborate with tourism partners to revise operations and develop aligned international market re-entry strategies
  • Develop product rebuild programs to support Receptive Tour Operator (RTO) repackaging Alberta for international distribution

Spirit Island

DESTINATION PROMOTION

Objectives

  1. Increase awareness and drive responsible tourism revenue growth in target international markets
  2. Rebuild responsible tourism revenue growth in target international markets and increase sales for Alberta through strategic partnerships

ACTIONS

  • Develop programs that support the business needs of Alberta industry partners and international travel partners for contracting, promotions and sales
  • Identify key international markets to increase re-entry strategies and investment
  • Develop and deliver on public-private partnerships (P3) with international travel partners, airlines and influential brands to drive business

DESTINATION MANAGEMENT

Objectives

  1. Ignite the development of sustainable tourism in Alberta

ACTIONS

  • Continue to promote provincial destination management approach that fully engage the private sector, local communities and promote a "whole of government" approach to tourism development
  • Ensure the inclusion, of tourism in provincial priorities, reflecting its capacity to create jobs, to promote economic growth and inclusion and advance sustainability

 

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