Challenged by the bitumen bubble and dirty oil accusations, the Alberta government is poised to roll out a new international strategy.
International and Intergovernmental Relations Minister Cal Dallas offered a spoiler on Wednesday on what his government is considering to broaden the province’s export horizons and pitch Alberta’s wares to global buyers.
Dallas told a Red Deer Chamber of Commerce luncheon crowd that the new strategy takes a four-pronged approach to boosting the province’s international presence.
The strategy will focus on diversifying Alberta’s markets while building the province’s reputation by talking about its research and innovation, and environmental record.
Alberta’s companies will also be prepared to operate in a global economy and precise targets for international opportunity will be identified.
Taking advantage of the entrepreneurial spirit that already exists is a key part of the strategy.
“Governments don’t create success,” said Dallas. “We partner with the private sector to create the conditions of success.”
Alberta has 10 international offices and last year more than 600 companies tapped their resources to make contacts and seal deals.
With a balance sheet boasting $95 billion in annual exports, Alberta is no stranger to thinking internationally, although 86 per cent of exports are to the U.S.
That is a successful relationship the province intends to continue to build on, but there will also be a renewed focus on markets further afield.
“You’re going to see a real emphasis on Asia and China specifically. But clearly we see opportunities in southeast as well, so look for announcements in that respect.”
A hard look has also been taken at what resources need to be deployed to get the biggest bang for the buck. If the goal is to find buyers in a new market, one approach may be taken. If the goal is that, as well as to attract investment, a different approach may be taken.
Yet another approach may be needed in areas such as U.S. and European markets where the province needs to tell its environmental story.
Performance measures will also be put in place to gauge the success of Alberta’s international offices — which will be boosted in number — in achieving those goals.
Pitching Alberta doesn’t come cheap. The cost of Dallas’s 10-day trip to Ireland, Czech Republic, Germany, Hungary and Italy came in at just over $34,000. Almost all of it — $32,000 — was for flight, travel and accommodation costs.
Dallas said he takes those expenses very seriously, but believes those kind of trips are “work that we simply must do.
“If we are to succeed at home, it’s going to be through the pathway of our success internationally.”
pcowley@www.reddeeradvocate.com