Peter Shokeir | [email protected]
The Alberta government is anticipating that tourism will start to rebound once border restrictions ease and with the help of strategic marketing.
Jobs, Economy and Innovation Minister Doug Schweitzer outlined Alberta鈥檚 recovery plan during a May 3 virtual meeting with the Edson, Hinton and Jasper Park Chambers of Commerce.
The Alberta economy is forecasted to improve during the second half of the year and into 2022 as the province鈥檚 main economic drivers and commodities 鈥� agriculture, lumber, oil and gas 鈥� bounce back from the COVID crash.
鈥淲hat we鈥檙e seeing from all the different forecasts coming out of financial institutions is that Alberta is set to lead the country in GDP growth and job creation,鈥� Schweitzer said in a phone interview after the virtual meeting.
鈥淎 lot of our main drivers are heading in the right direction, and once we get through the pandemic, we鈥檙e really anticipating that there鈥檚 going to be a built-up demand for travel and tourism, so hopefully this year once borders open up, we can get back to that tourism industry being a big employer in Alberta as well.鈥�
To help attract more tourists, the province has increased Travel Alberta鈥檚 budget by 50 per cent and is working with local destination management organizations and small businesses.
鈥淲e want to make sure as well that we get the word out to travellers around the world that want to experience what we have to offer, in particular the Jasper community,鈥� Schweitzer said.
鈥淭he vistas simply are unique in the world, they鈥檙e world-class and we want to make sure that we get out there and tell the world about coming to Alberta.鈥�
Tourism Jasper has previously indicated that it would be focusing on the domestic market this summer since it remains uncertain when the borders will fully reopen.
Schweitzer said the province was hopeful that vaccines could lead to the easing of some restrictions for international travellers, but there would be a strategy for attracting domestic tourists too.
Film and television may be another opportunity to diversify Alberta鈥檚 economy as the government reaches out to U.S. entertainment companies.
Earlier this year, The Bachelorette television show was reportedly going to be filmed in Jasper but these plans got scrapped due to federal travel restrictions.
鈥淲e鈥檙e going to continue looking for opportunities like The Bachelorette and Bachelor shows and other film productions that will highlight the beautiful vistas that we have in Alberta,鈥� Schweitzer said.
鈥淲e do believe that will help drive tourism in our province as well, so we want to take advantage of every opportunity we have to sell the tourism opportunities here in Alberta.鈥�
