Creating a Whole-of-Government 10-Year Tourism Strategy for Alberta
Travel Alberta & the Government of Alberta
Destination: Alberta, Canada
Engagement: 2019 – 2020
The Government of Alberta sought to accelerate tourism revenue growth to achieve $20 billion by 2030. To advance this goal, the Ministry of Economic Development, Trade, and Tourism and Travel Alberta (the provincial destination management organization), retained Twenty31 to help facilitate design of an innovative 10-Year Tourism Strategy focused on investment, product development, policy, land use and access, infrastructure, and marketing.
Strategy development
We co-created the strategy using input from the stakeholder workshops and industry survey, extensive analysis of primary demand and supply research, and competitive analysis. To ensure continual alignment with the vision and with Travel Alberta’s and the government’s priorities, we set up a war-room to facilitate the timely flow of information, ideas, and feedback.
Extensive stakeholder engagement
We worked closely with Travel Alberta and Government teams to engage more than 400 tourism, municipal government, Indigenous, and community stakeholders across the province via half-day workshops and an online survey. These forums identified challenges and opportunities for accelerating tourism development and improving visitor experience and community management, within the parameters of a triple bottom line approach to destination development.
The 10-Year Tourism Strategy has helped guide a triple bottom line approach to tourism development and management in Alberta, directly contributing to sustainable economic growth at the provincial and community levels.
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Designing and Managing a Business Intelligence Program to Support Tourism Recovery
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Developing a Model to Quantitatively Prioritise Markets of Opportunities and Optimal Investment Levels
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MGM Resorts - Defining MGM's Bold New Positioning
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Launching North America’s First Destination Health & Safety Certification Program (Skift IDEA Award Winner)
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FLYR - Defining Immediate Commercial Opportunities
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IHG Hotels & Resorts - Internal Strategy Framing
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Developing a World-Class Analytical Framework to Measure and Track Ras Al Khaimah’s Destination Brand Health
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Transforming Tourism Opportunities Across Identified Tourism Development Zones in Alberta, Canada
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Benchmarking and Tracking Dubai's Global Brand Standing and Competitive Market Positioning
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Crafting the Global Narrative for One of the World’s Most Spiritual Sites
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Developing a Sustainable Tourism Development Strategy for Rwanda
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Future-Proofing South African Tourism in the Wake of Covid-19
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Advising a DMO on How to Transition Into a High Impact Destination Management Organization
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The PEW Charitable Trusts - PEW Bertarelli Ocean Legacy Project
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Creating a Whole-of-Government 10-Year Tourism Strategy for Alberta
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Building a Tourism Framework for Three of Saudi Arabia’s Most Ancient & Valued UNESCO Heritage Sites
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Repositioning Bent’s Old Fort as a Top Historical Tourism Site
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Guiding the Future of Tourism Development and Management in Oman’s Capital City
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Co-Creating a Business-focused Tourism Development Toolkit for America’s National Parks
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Building an Evidence-based Tourism Development Decision-making Culture in Sri Lanka
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Assessing Peru’s Potential as a World-class Adventure Tourism Destination
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Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
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Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
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Co-Creating Kingston’s Integrated Destination Strategy
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Co-Creating the North’s First Community-led Tourism Strategy
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Creating a Training Platform to Support Tourism SMEs Access Global Markets
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AIG - Market Intelligence During COVID-19
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Development Canada’s Winter & Shoulder Season Tourism Potential
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Putting Jordan Front and Centre in the Minds of High-Value Travel Consumers and Travel Trade Partners
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Accelerating 'Right-fit' Tourism in Prince Edward Island
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Developing Palau’s High-Value Sustainable Tourism Growth and Management Strategy
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Co-Creating Halifax’s Tourism Development & Management Strategy
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Developing an Investment Strategy to Create a National Destination Management Company
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Identifying Opportunities to Accelerate Growth of Canada’s Culinary Tourism Assets
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Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
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Adventure Gear Company - Market Sizing
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Destination Canada - Visual Identity Refresh
