Transforming Tourism Opportunities Across Identified Tourism Development Zones in Alberta, Canada
Travel Alberta
Alberta, Canada
Engagement: 2022 - 2023
Alberta, likely many destinations in Canada and around the world has traditionally developed and managed tourism in a limited number of areas. As a result, their tourism industry and tourism’s overall contribution to the economy has been stymied. The Government of Alberta empowered Travel Alberta to assess the business and policy implications of sustainably developing tourism in ten under-serviced tourism zones throughout the province, and to identify potential existing and new tourism assets for public and private sector investment.
Twenty31 was retained to lead the tourism development strategy and investment identification process in three corridor regions: Lethbridge to Medicine Hat, the Badlands, and Olds to Lacombe. Additionally, Twenty31 led the comprehensive travel consumer demand and perception research for all ten tourism zones.
Destination development strategy
We identified initiatives that addressed challenges facing tourism zones and highlighted tourism assets and experiences that held the highest likelihood to succeed. The strategies were prioritized to overcome perennial challenges facing tourism in the zone, to attract higher yielding visitors from a broad cross-section of market segments, and importantly, provide a strong business case to attract investment while minimizing risk.
Destination asset & experience development plan
Using Twenty31’s DestInvest model, we identified assets and experiences across the tourism zones that supported program objectives and more importantly would serve as catalysts to accelerate sustainable tourism growth in local communities. Our methodology used to identify and prioritize assets included site visits, interviews with key stakeholders, an evaluation of the assets' potential, benchmarking against similar existing initiatives and, detailed financial and return on investment analysis.
Financial analysis
We developed a financial model that assessed critical factors of investment readiness and return, future demand forecasting and net contribution to local economies.
Travel Alberta is in the process of evaluating the destination development strategies and destination asset and experience development plans to determine a short list for further analysis and likely development prioritization.
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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
