Edmonton, but better: 10-year plan unveiled to make the city a destination of choice – Edmonton
More than six million people visited Edmonton in 2019 and spent more than $ 1.7 billion, according to Explore Edmonton.
Then the pandemic struck.
The tourist agency has a plan to help the rest of the world get to know the city again.
Explore Edmonton’s tourism master plan identified key elements of a relaunch strategy, including a focus on the city’s river valley and a bid for FIFA 2026.
“We want to attract sporting events, conventions and bring back anything that has been postponed or canceled and get it back as soon as possible,” said Maggie Davison, interim CEO of Explore Edmonton.
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Davison said the 10-year framework would lay the groundwork not only for how to rebuild tourism from before, but also to highlight Edmonton as a destination of choice.
The plan serves as a guide for Explore Edmonton’s experience development initiatives, helping to develop more tourism experiences.
A forecast for the next 10 years of travel to the city has been developed by Tourism Economics, an Oxford Economics company. Over a 10-year period, growth of nearly 40% from 2019 visit levels is expected despite the pandemic.
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However, visitor spending levels in Edmonton are unlikely to reach pre-pandemic levels until 2026.
“This is because higher-spending market segments, such as business travelers and international travelers, are expected to recover more slowly.”
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Davison explained that the focus is currently on the domestic visitor market.
“Until the borders are opened … and then we will start the marketing that we traditionally do for the international market.”
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The master plan works with many partners such as planners, the Edmonton International Airport and community leaders. He also consulted with residents of Edmonton.
“When asked what three words or phrases come to mind when they think of Edmonton, the most common responses from residents were: ‘the river valley’, ‘festive’, “Cold”, “friendly” and “winter” “the report read.
“Parks / outdoor spaces / natural landscapes rated as the best thing about life in Edmonton by residents followed by friendly people, quality and number of local restaurants, easy access to health care quality and access to entertainment / arts / culture. ”
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