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CEO Message: Alberta Relaunch Strategy

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| Royce Chwin

Hello tourism partners,

Yesterday afternoon, Premier Kenney shared Alberta’s relaunch strategy, a phased approach that outlines the steps the province will take as we work together to recover economically, socially, and medically from the COVID-19 situation. While we’re not out of the woods yet, this is a positive step for the tourism industry.

The plan has three phases. Each phase will be triggered by specific health indicators and monitored closely throughout.

Phase 1: (to begin as early as May 14)

  • Some businesses will be allowed to reopen and resume operations with two-meter physical distancing requirements in place. In addition to personal care, education and medical facilities, these include:
    • Retail businesses such as clothing, furniture and bookstores.
    • Museums and art galleries.
    • Summer camps with limits on occupancy.
    • Dine-in restaurants, cafés, lounges, and bars at 50 per cent capacity.
    • Some additional outdoor recreation.
  • In Phase 1, non-essential travel is not recommended, self-isolation protocols still apply, and remote working is advised where possible.

Phase 2: (timing dependent on the success of phase 1)

  • More businesses will be allowed to open, including
    • Restaurants, cafés, lounges and bars continuing to operate at reduced capacity.
    • Permitting of some larger gatherings (number of people to be determined as we learn more about the levels of risk for different activities) in some situations.
    • Movie theatres and theatres opening with restrictions.
  • In Phase 2, non-essential travel is not recommended and self-isolation protocols still apply.

Phase 3: (timing dependent on the success of phase 2)

  • All businesses may resume operations
  • Larger gatherings may be permitted, including
    • Arts and culture festivals, concerts and major sporting events will be permitted with enhanced protection controls in place.
    • Nightclubs, gyms, pools, recreation centres and arenas will reopen with enhanced protection controls in place.
  • In Phase 3, physical distancing restrictions will be maintained, though industry conferences may resume with restrictions. Non-essential travel is no longer discouraged.    

We are still looking at tight border restrictions, limited use of public spaces, and group size and physical distancing measures, but this is a step toward “normalcy.” And that’s good news for accommodations, restaurants, experience providers, and others in our tourism ecosystem.

As we have discussed, Travel Alberta is working through our own phased approach to restarting our tourism industry—working toward what we are calling the Alberta (re)Bound. Starting with realigning our priorities to look at opportunities here at home, and then broadening our scope as travel restrictions decrease and traveller confidence grows, we are taking steps to reinvigorate our visitor economy and get back to the business of developing and promoting this amazing province.

I will be sending out more information on Tuesday. In the meantime, you can see all the details in Alberta’s relaunch strategy.

Stay safe and healthy, and take care of each other.



Previous CEO Messages:

April 21, 2020
April 14, 2020
April 7, 2020
March 31, 2020
March 24, 2020
March 17, 2020
March 3, 2020