RESTART PHASE

RESPONSE & ALIGNMENT

Objectives

  1. Support GoA and tourism partners restart and recovery communication efforts

ACTIONS

  • Develop and distribute aligned messaging focused on consumer confidence and pride of place
    • “Worth the wait”

DESTINATION DEVELOPMENT

Objectives

  1. Support tourism industry restart, stabilization, and preparedness efforts for rebuild phase
  2. Collaborate with Alberta tourism partners to re-establish and restart business operations and improve business operations efficiency and resiliency   

ACTIONS

  • Assess in partnership with the DMOs, the products and experiences available for purchase as businesses start to re-open
  • Support DMOs and key tourism partners to restart essential business operations
  • Provide funding support to Alberta industry partners
  • Minimize participation costs for Alberta-led events and marketing programs
  • Create and distribute educational information for tourism businesses to support operational and recovery needs
  • Collaborate with industry partners to address the health and safety of businesses and destinations to support government operating requirements
  • Enhance existing programs and develop new programs to support tourism entrepreneurship

DESTINATION PROMOTION

Objectives

  1. Restart responsible tourism revenue growth in communities, regional and domestic markets
  2. Develop plans to restart international markets to drive responsible, sustainable tourism revenue growth   

ACTIONS

  • Evaluate Alberta product and experiences available to prioritize domestic and international market restart activities
  • Execute community-local marketing campaigns
  • Collaborate with Destination Canada (DC) and other provinces on domestic restart strategies
  • Collaborate with industry partners to develop and align health and safety messaging
  • Evaluate international travel partners for Alberta product and experience distribution, promotion and partnerships
  • Re-assess international markets to identify and prioritize restart investments
  • Collaborate with DC, Tourism Industry Association of Canada (TIAC), other provinces, and Edmonton Tourism to develop plans for Rendez-vous Canada (RVC) 2021 in Edmonton
  • Develop training programs to support international travel product rebuild and promotion
  • Collaborate with Alberta international airports and airline partners to re-establish air services for domestic and international inbound travel

Drumheller

DESTINATION MANAGEMENT

Objectives

  1. Promote the value of the 10-year Tourism Strategy

ACTIONS

  • Invest in products, market segments and activities that contribute to a more responsible and sustainable tourism sector
  • Develop and deliver campaigns that encourage informed and responsible travel

 

 

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