1. PREPARE FOR THE NEXT TEN
The 20th anniversary Travel Alberta Industry Conference was all about preparing for the next ten years and building on the firm foundation Team Alberta has established. In his opening address, Travel Alberta CEO Royce Chwin asked, “what does the future need?” And, “how can we create the future, instead of being passengers?”
With the Government of Alberta’s ambitious new goal of growing tourism revenue to $20 billion by 2030, Chwin said we need to broaden our thinking: “Fostering positive working relationships with other industries, communities and businesses is central to our ability to grow Alberta’s visitor economy.”
So, where do we go from here? Chwin said the first step is engaging with industry and the broader public to create a new 10-year tourism strategy and, also diving more deeply into Alberta’s ‘Ultimate Traveller’ (the new audience targeting personas we’re developing). We will be rolling out more information in the coming months.
Check out this news release for a summary of Royce’s presentation on the future of Alberta tourism.