2019 Business Plan

Priorities

Our strategy is driven by core priorities that influence the work that we do and why we do it. In 2019, our work will centre around five priorities.

  • Improve stakeholder communications
  • Evolve how we engage potential visitors
  • Strengthen tourism experiences
  • Improve major event growth and attraction
  • Improve evidence-based decision making

Key actions & Targets

Our business units' key actions and targets are based on those five priorities.

Travel Media

Priority Key actions
Evolve how we engage our potential visitors Build and implement marketplace and media visit plan that aligns with our global markets, direct air access and regional goals.
Develop and implement individual primary and emerging market content plans through determining specific story angles and pitches.
Improve evidence-based decision making Utilize a social influencer management database to ensure we are working with top-tier media.
Assess and adapt our quality score measures.
Targets
Media coverage reach: 74,300,000
Quality score of articles from media visits: 8.5/10

Travel Trade

Priority Key actions
Evolve how we engage our potential visitors Build and implement marketplace, sales mission and familiarization tour plans that align with our global markets, direct air access and regional goals.
Develop primary and emerging markets by promoting Edmonton in winter and shoulder season.
Implement a receptive tour operator strategy.
Targets
Economic impact: $4,962,148
Reported room nights: 20,035
New itineraries being created and sold in market: 142

Consumer Marketing

Priority Key actions
Evolve how we engage our potential visitors Create a comprehensive asset development plan for Edmonton Tourism.
Execute a year-round campaign that inspires visitors to travel to Edmonton, spend more and stay longer.
Continue to support direct air access routes in key markets with co-operative campaign work.
Improve evidence-based decision making Implement a data analysis plan to help guide our marketing decisions and capture attributable visitor spend based on campaign activity.
Targets
Achieve a 15% increase in digital campaign-generated web traffic over 2018’s result (496,948)
Increase usage of #ExploreEdmonton hashtag on Instagram by 15% from 110,000 to 126,000
Baseline established for attributable campaign value with Adara

Edmonton Experience

Priority Key actions
Evolve how we engage our potential visitors Develop an activation plan for regional opportunities to support the city's festivals and events.
Identify ways to improve the visitor experience in locations where face-to-face visitor interactions occur.
Improve the YEG Expert program through a passport incentive.
Targets
Engage directly with 16,000 people
Deliver 10 YEG Expert training sessions
Set baseline for number of YEG Experts trained

Tourism Development

Priority Key actions
Improve stakeholder communications Provide expanded workshop offerings for stakeholders.
Strengthen tourism experiences Identify potential stakeholders to develop Indigenous tourism experiences.
Targets
Number of qualified experiences: 35
Build relationships with potential Indigenous experience providers

Stakeholder Relations

Priority Key actions
Improve stakeholder communications Improve communications of Edmonton Tourism’s strategy and report on results with stakeholders.
Increase stakeholders’ awareness of Edmonton Tourism’s services and programs.
Improve the way we engage with the tourism industry by enhancing service levels towards stakeholders.
Targets
Stakeholder satisfaction: 75%
Net promoter score: 25%

Meetings & Conventions

Priority Key actions
Improve major event growth and attraction Develop and support the Artificial Intelligence and Machine Learning key driver in collaboration with EEDC divisions: Innovate Edmonton, Enterprise Edmonton and local influencers to drive an increase in artificial intelligence-related meetings and conventions.
Expand conference services to maintain service levels that differentiate us from other destinations.
Improve evidence-based decision making Create a meetings and conventions road map for each Business Development Account Manager that ties in with our economic sectors.
Targets
Economic impact: $60,000,000
Number of delegates: 55,000

Edmonton Events

Priority Key actions
Improve major event growth and attraction Establish a corporate sponsorship strategy to show the value of investing and being involved in events.
Prepare a business case for the Government of Alberta outlining the costs, expected benefits and rough operational plans for the 2026 FIFA Men’s World Cup.
Bid on and attract over 50 events to Edmonton.
Targets
Economic impact: $50,000,000
Spectators and participants at events secured by Edmonton Events: 150,000
Room nights: 50,000