At the Virtual Town Hall this morning, President & CEO Leslie Bruce acknowledged that the additional provincial restrictions and measures announced yesterday were difficult for our tourism community to digest. However, she noted that in times of crisis, it is important to pause, reflect on what we have accomplished, and contemplate what we aim to achieve in a thoughtful manner so that we can move forward on a clear and well-directed path as soon as we are able.
A high-level overview of the 2021 Business Plan and background on the planning process was shared with those in attendance. The plan takes a cautiously aggressive approach and can be easily adapted, depending on how the COVID-19 situation evolves.
The plan is built upon several key fundamentals, as set forth by our dedicated Board of Directors, including:
- Balance short-term and long-term needs.
- Be cautiously aggressive - it is easier to slow down than speed up.
- Support the development of cycling and seek to connect this audience with members.
- Enhance our long-term relationship with the regional audience.
Although the COVID-19 situation continues to evolve and will require us to revisit some tactical aspects of our 2021 plan, we are confident that our 2021 core objectives remain relevant.