A p p e n d i x A | A l b e r ta I n t e r n at i o n a l O f f i c e R e p o r t
APPENDIX A
Alberta International
Office Report
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CONTENTS
Executive Summary
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Alberta’s International Vision
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Current Status of International Offices
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Recommendations
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Cover photo:
Donchang’an Jie, Central Business District
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(Beijing, China)
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EXECUTIVE SUMMARY
World trade is advancing at historically unprecedented rates, driven
However, a rapidly and consistently changing world requires regular
mainly by the rise of living standards and the spread of technology
assessment about the effectiveness of our international operations
in developing countries. These trends present both challenges and
and a refreshed vision for how and where to operate our offices.
opportunities for Alberta and its products, services and expertise.
This document, the Alberta International Office Report, is the result
Alberta needs to access the growth regions of the world, countries
of a review of the operations of Alberta’s 10 international offices.
like China, India, Singapore, and Brazil, if it is to grow its economy
Input was sought from various external stakeholders, including
and market potential internationally. At the same time, it must
businesses, economic development authorities, school boards,
maintain relationships with established trading partners like the
and others, in addition to internal stakeholders from a cross section
United States. The Government of Alberta recognizes that now is
of government ministries, boards and agencies, who are active
the time for a renewed international vision, one that focuses on
internationally. It makes recommendations to improve their reach
more robust global engagement.
and efficiency, and to close the gap between a renewed vision
and current operations, which are largely focused on promotion
Over their history, Alberta’s international offices have produced
of trade and attraction of investment. Ministries and stakeholders
significant successes. High profile examples include the work in
said Alberta’s international offices need to enhance capability in
Washington, D.C. to advocate on behalf of Alberta cattle producers
three key areas: geographic coverage (need for comprehensive
and help reopen the border to cattle and beef during the BSE
representation in growth areas); service consistency (offices
crisis, as well as work in the United States and European Union
currently provide differing services at differing times); and provision
to raise awareness of policies that unfairly discriminate against
of a broader range of services in support of a clear international
Alberta’s energy exports.
mandate. It is also clear that enhanced tools are needed to better
assess the impact of the operations in order to more nimbly adjust
Of equal importance are the documented success stories that
strategies and to better communicate international opportunities
have seen countless new trade, investment, education and tourism
to Albertans and opportunities in Alberta to people and businesses
opportunities created and helped Alberta companies and post-
around the world.
secondary institutions strike enterprising new relationships.
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Alberta’s International Office Report makes nine recommendations.
3. Expand the International Office Network
■■ To support the regional strategies, strategic expansion
1. Implement Alberta’s new International Strategy
■■ A new International Strategy has been developed that will
of the Alberta international office network would improve
Alberta’s access to emerging and developed economies,
guide the international work of the Government of Alberta
thereby supporting Alberta’s market diversification and
and inform the mandate of Alberta’s international offices.
signalling the importance placed on relationships with
It addresses critical issues such as Alberta’s ability to
these regions.
access new markets and reflects Alberta’s international
priorities. The strategy coordinates expertise from across
■■ It is recommended that Alberta:
■■ Expand and strengthen its presence in China to
government to ensure a common understanding of the
maximize trade and investment opportunities with
opportunities and challenges Alberta faces.
one of the world’s fastest growing economies. A new
location will be established within China.
2. Implement Regional Strategies for Alberta’s
Priority Markets
■■ In conjunction with the geographic divisions of the
Ministry of International and Intergovernmental Relations,
States with locations in the State of Illinois and the
State of California.
■■ Create a presence in India to firmly establish our
the international offices will implement regional strategies
relationship with one of the world’s largest emerging
for Alberta’s priority markets that outline the government’s
markets.
strategic objectives for the area. The regional strategies
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■■ Expand and strengthen its presence in the United
■■ Establish a presence in Singapore and Brazil to signal
will be tactical action plans that support the overall
Alberta’s growing attention to increased opportunities
direction of the new International Strategy.
in South East Asia and South America.
Appendix A
4. Employ key International Offices as Hubs to
effectively serve a broader mandate
■■ A new hub-and-spoke model will be used to organize the
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6. Improve Communications
■■ Effective and timely communication of information
to people and businesses in Alberta is critical to our
operations of the international offices. This would entail
province’s success in international markets and in
creating hubs, or larger offices, in designated centers
achieving the objectives of the new international and
within Alberta’s key markets to coordinate functions and
regional strategies. It is recommended that both the
implement the government’s overall strategic priorities
international offices and the Ministry of International
for the region. Under this model, smaller satellite offices,
and Intergovernmental Relations improve their ability to
or spoke offices, would report to the hub office and
monitor, collect, analyze and disseminate information
concentrate efforts towards the needs and goals in the
on international market opportunities and ensure this
specific region they are located in, whether that is trade,
information reaches Albertans and Alberta businesses
investment or advocacy.
in a timely fashion. A coordinated effort would allow
stakeholders to better capitalize on market opportunities.
5. Increase Specialized Expertise within the
International Offices
■■ It is recommended that, in cooperation with other
departments, the Ministry of International and
7. Develop New Measures of Performance of
Alberta’s International Offices
■■ In the past, there has been a heavy reliance on
Intergovernmental Relations add staff with Alberta sector-
performance measures that track contacts and
specific expertise to priority market offices to ensure there
activities. There are fewer measures of actual impact. It
is on-the-ground knowledge and capacity to support
is recommended that the Ministry of International and
Alberta businesses and sectors (i.e. agriculture, education,
Intergovernmental Relations implement new performance
energy, culture, environment, etc.) and the objectives of
measurement practices. The performance measures will
the International Strategy.
be tied to the outcomes of the International Strategy and
regional strategies.
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8. Create Externship Opportunities in Alberta’s
International Offices
■■ The Alberta Abroad program creates externship
The world is knocking on Alberta’s door. Now is the time to
stand up and show others how the province and country can
lead globally on all fronts. Alberta must extend its reach and
opportunities for Albertans to work abroad. It is a good
build strengthened relationships around the world if it is to take
example of the province’s new approach to international
advantage of the many opportunities the 21st century will offer.
relations. It is recommended that Alberta’s international
offices support the program by providing opportunities
Work on implementing these recommendations will begin
within the international offices, as appropriate, and by
immediately as the Government of Alberta lays out its strategic
promoting the program within their respective markets.
direction to maximize international opportunities. This report sets
out a plan to support that effort.
9. Establish a Small and Medium-Sized Enterprise
Export Council
■■ Alberta’s small and medium-sized enterprises (SMEs)
are increasingly impacted by international factors,
including competition for business and workers. As part
of the International Strategy, a Small-and Medium-Sized
Enterprise Export Council will be established that reports
to the Minister of International and Intergovernmental
Relations. The board will be comprised of representatives
of export-ready SMEs throughout the province in addition
to SMEs already active abroad. It will provide immediate
and regular feedback and advice to the Minister on
business opportunities and service enhancements
including those of Alberta’s international offices.
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ALBERTA’S INTERNATIONAL VISION
The world has changed
Alberta has become known for its vast supply of natural resources,
World trade is advancing at historically unprecedented rates. Each
including the largest deposit of heavy oil in the world, for its
year over the last 25 years, world trade has grown about five
relatively young and well-educated population, and for a culture
percent faster than has the world population. It is expected world
that welcomes thousands of newcomers from outside of Canada
trade will continue to grow rapidly, driven mainly by the rise of living
every year. Yet it must be asked: Are we doing enough to make the
standards and the spread of technology in developing countries.
most of our resources? To expand our markets and attract people
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and investment here at home? To reach out and establish effective
In 2000, countries we knew as “developing” or “emerging” were
relationships with the rest of the world?
home to 56 per cent of the global middle class. By 2030, that
figure is expected to reach 93 per cent. 2 Much of this growth in
In many ways, the interconnectedness of the world means Alberta’s
living standards is occurring in China and India. It brings with it a
future will be largely influenced by events outside its control. Our
tremendous need for products and services that can’t be produced
best chance for sustained prosperity will be to build an Alberta that
at home, thus opening these markets to more world trade.
is resilient and outward-looking, ready to seize opportunities as a
socially responsible and respected player on the world stage.
At the same time technology has changed the face of business
throughout the world. Through computers, email, and social media,
connections are now made with the stroke of a keypad. Further,
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the Internet is rapidly becoming the vehicle for much of the world’s
Bulletin (July 14, 2010).
commercial activity. Financial markets are increasingly integrated,
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so much so that a financial crisis in one market can have immediate
Alberta’s Future: 2011.
implications for the entire global economy.
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Uri Dadush, “The Future of the World Trading System,” International Economic
Government of Alberta, Report of Premier’s Council on Economic Strategy, Shaping
Government of Alberta, Highlights of the Alberta Economy: 2011.
Alberta has changed as well, in step with the rest of the world.
Between 2000 and 2010, Alberta’s manufacturing shipments
increased by 35 per cent to $60.1 billion and export of international
goods increased 40.6 per cent to $77.8 billion. 3
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Challenge and opportunity
as trade and supply chains globalize. But projected labour
These changes have affected world trade and present significant
shortages suggest that Alberta will need to do much more
new challenges that require our province to respond. What is at
to attract and retain new immigrants.
stake? In a word, it is access – Alberta’s access to the growth
regions of the world, countries like China, India and Brazil;
■■ Alberta is subject to an increased level of scrutiny regarding
its resource stewardship and regulatory systems.
continued access to our established trading partners like the
United States; and new access to developing technologies and
Alberta also enjoys unprecedented opportunities with respect to
expertise. These challenges are more complex and multi-faceted
international access, and these must be managed carefully as well:
than in the past when Alberta’s chief goals internationally were to
■■ Technology has opened global markets to Alberta
attract investment and encourage trade. Today Alberta’s access to
companies of all sizes but also brought new competitors to
the world is influenced by various developments including:
our doorstep.
■■ The international community continues to pursue more open
trading relationships but these relationships are being built
and research partnerships, and increasingly global
on a regional or multilateral basis. International relations
experience and perspective is required to support these
are no longer just about state-to-state relationships, but
partnerships. Many young Albertans are studying and
also about engaging multilateral organizations, the private
working abroad, but choosing to return to Alberta to raise
sector and Non-Government Organizations (NGOs), and
their families. They bring with them a broader view of the
regional institutions like the European Union that impact
world and an expanded international network. For those
Albertans here at home. Understanding the interests of our
who remain outside the province, there are opportunities to
new partners and building the right relationships will require
reconnect and open doors in other parts of the world.
concerted effort.
■■ Alberta continues to benefit greatly from new immigrants
■■ The global growth in resource development creates
opportunities for Alberta to market its expertise and
coming to Alberta with their skills and cultural links from
technology, but there is also an opportunity to share
around the world. They bring diverse perspectives,
Alberta’s significant experience in the areas of governance
knowledge and experience to the province. They also bring
and regulation to promote responsible development globally.
contacts and connections that are increasingly important
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■■ Albertans are benefiting from new international academic
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The Changing Role of Alberta’s International Offices
international marketplace and Alberta – are vital. Hierarchical attitudes
Given the expansion of activity worldwide, the Government of
and government-centric norms in many parts of the world necessitate
Alberta recognizes that now is the time for more comprehensive
government support in establishing personal relationships.
global engagement. This requires a renewed International Strategy
that will guide the government’s future international efforts.
Relationships can be built by promoting cross-cultural awareness
and cooperation in a variety of areas like education and academia,
As part of a renewed International Strategy, the Government of
arts and sports, and government. Not only are these relationships the
Alberta will also look beyond its borders, provincially and nationally,
foundation for exploring other opportunities, they can withstand the
to build and reinforce relationships with the rest of the world to
ebb and flow of specific trade and investment issues as they arise.
further advance Alberta’s interests and be a responsible and active
contributing member of the international community.
The international offices must also assist in exploring new
opportunities to access the outstanding international work being
To achieve the objectives of the Strategy and be successful,
done by our partners and stakeholders. This includes working with
Alberta’s efforts internationally must be coordinated, strategic and
the Government of Canada to better leverage Alberta’s role in the
adapt to the times.
Canadian brand abroad. Alberta’s citizens, cities, school boards,
post-secondary institutions, chambers of commerce, economic
The international offices representing Alberta are critical to the
development agencies and private sector are also engaged
implementation of a new International Strategy, but the model for
internationally and have created a broad network of contacts and
Alberta’s international offices has changed little in the last 20 years.
partnerships that benefit the province as a whole. Alberta has a
The mandate of Alberta’s 10 offices has been to promote economic
small population compared to the markets in which it is active; the
interests within key markets, focusing primarily on trade promotion
government cannot afford to act in isolation.
and investment attraction. Collectively, the offices support
ministerial interests, business missions, and advocacy for Alberta.
The world is knocking on Alberta’s door. We will extend our reach and
This mandate has achieved results, but it should be broadened and
build strengthened relationships around the world to take advantage of
applied to new priorities and new relationships.
the many opportunities the 21st century will offer. This report sets out a
plan to support that effort.
Many international partners place a high value on building strong,
trusting, personalized relationships before business opportunities
can be realized. Ongoing face-to-face interactions – in both the
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CURRENT STATUS OF INTERNATIONAL OFFICES
Alberta established its first international office in London in the
Locations
early 1900s to encourage immigration and trade. That important
Today Alberta’s international offices are located in:
effort saw the expansion of our province with the arrival of tens of
■■ Hong Kong
thousands of families who, generations later, still contribute to the
■■ Beijing
province’s success.
■■ Shanghai
■■ Taipei
Since then, the London office and the international office program
■■ Tokyo
as a whole has gone through numerous changes.
■■ Seoul
■■ London
In the 1970s a network of high profile international offices was
■■ Munich
developed in key markets, including London, Hong Kong, Tokyo,
■■ Mexico City
New York and Los Angeles. These offices had a broad economic,
■■ Washington, D.C.
political and social mandate, and offered a range of programs
and services. In the 1990s, the international office program was
Of the ten offices, eight are co-located in an embassy or consulate
restructured. Some offices were closed and others rebuilt as
to benefit from the resources and profile of the Canadian
smaller offices in key economic markets. The offices were given a
Department of Foreign Affairs and International Trade. Tokyo and
mandate to promote Alberta’s economic interests. That mandate
Hong Kong function as stand-alone offices.
remains today.
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Mandate: Promote trade and attract investment
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In most offices a managing director is supported by one or two
Report of the Alberta Foreign Office Review
Committee (2008)
locally engaged staff, all working to promote trade and attract
The Alberta Foreign Office Review Committee was established
investment. They may provide some or all of these services:
in 2007 to consider the value and relevance of Alberta’s
■■ In-market contacts and generation of business leads
network of international offices. The Committee made a number
■■ Advocacy and advice
of recommendations related to the network’s operations,
■■ Identification of business contacts and investors for
scope of activities, and office locations. Some of these
specific sectors
recommendations, already implemented, include:
■■ Alberta representation at local events
■■ Planning and logistical support for incoming/out-going
■■ The expansion and redistribution of resources allocated
missions (premier, ministers, and GOA officials)
to the Alberta International Office Network
Special mandate: Energy and environmental advocacy
in Washington
An office has been established in Shanghai.
■■ The efficient operation of Alberta’s International Office
In 2004 Alberta established an office in Washington, D.C. to serve
Network
as the province’s primary interface with the U.S. Congress and key
Alberta continues to hire representatives who reflect
American decision makers and policy influencers. It differs from
the unique nature of each region.
the other international offices in that its sole mandate is advocacy
■■ The expanded coordination and scope of the
in areas such as energy, environment and agriculture. It does not
conduct proactive trade development and investment attraction
Government of Alberta’s international activities
Provincial departments have been important partners
in the operation of the international offices. For
Funding for the offices from government ministries
example, our international offices have worked with
Currently the international offices are funded largely through the
the former Ministry of Employment and Immigration
Ministry of International and Intergovernmental Relations, with
to host job fairs that create awareness of
past specific support from the Alberta departments of Education,
employment opportunities in Alberta.
initiatives. This office is located within the Canadian Embassy.
Enterprise and Advanced Education, Agriculture and Rural
Development, Infrastructure, and other ministries as appropriate.
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■■ United Kingdom: The office continues its efforts to
While more work needs to be done to improve the effectiveness
of the international offices, as well as their international outreach,
promote opportunities for trade and investment in key
progress has been achieved.
sectors between Alberta and the United Kingdom. A United
Kingdom based aerospace company visited Alberta to meet
Success stories
with 15 technology companies to identify opportunities
In conjunction with other stakeholders, Alberta’s international
to invest in innovative technologies. Additionally the office
offices have achieved a great deal of success that we can build on.
has successfully developed a relationship between the
Some success stories include:
medical universities in Alberta with a key medical university
■■ China: The office continues to proactively market Alberta’s
quality education programs and to offer face-to-face
workshop, a visiting clinical fellowship and a number of
interaction opportunities for Alberta stakeholders with
reciprocal lecturing engagements.
potential Chinese students and local partners. The office,
■■ Washington, D.C.: The office served as a voice for Alberta
in partnership with Alberta Education, profiled Alberta at
on the BSE issue, played a role in the re-opening of the
the China International Education Exhibition Tour (CIEET) in
U.S. border to Canadian cattle and beef, and organized
Beijing. CIEET is a national level fair in mainland China that
numerous visits to Alberta for oil sands briefings, including
allows exchanges between accredited education institutions
visits by members of U.S. Congress, White House officials
and Chinese students who plan to study abroad at all levels.
and State Department staff.
■■ Korea: The office contributed to the negotiations that led to
the lifting of Korea’s eight-year ban on Canadian beef and
promoted Alberta agricultural products to Korean markets.
■■ Mexico: The office supported cooperative projects
between Alberta and Jalisco on micro- and nanotechnology,
education, oil and gas, value-added agriculture, forestry and
forest firefighting.
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in the United Kingdom to collaborate on a diabetes islet
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Opportunities
There is also a need to enhance Alberta’s representation in China
The Ministry of International and Intergovernmental Relations
to better reflect the growing importance of the relationship and to
sought input from government ministries and stakeholders to
take advantage of growing trade and investment opportunities with
better understand the support they need from the international
one of the world’s fastest growing economies.
offices. Their comments often praised the international office
network and provided constructive advice on how to improve
In addition, discussions with GOA ministries recommended a need
their utility. Given the government’s vision of better engaging
to expand Alberta’s presence in the United States through a variety
with the world, ministries and stakeholders pointed to a need to
of strategic location options including Illinois and California.
improve capability in three areas.
2. Service consistency
1. Geographic coverage
■■ There is a need to explore opportunities for new offices
■■ The Government of Alberta recognizes that decisions
and conversations in other parts of the world can
or representation in areas where the province currently
impact Alberta’s economic and social interests. It is
does not have a presence and where a strategic
important that Alberta understand and participate in
priority exists – South East Asia and South America.
these conversations. However, not all international offices
This would support efforts to grow and diversify the
provide consistent advocacy or business services. The
province’s economy and improve Alberta’s access to
interconnected and complex nature of world economies
emerging economies, like India and Brazil, in addition
and policy development systems demand a more
to important trade regions like the Association of
vigorous and consistent approach to our efforts; one that
Southeast Asia Nations (ASEAN) and the Trans-Pacific
ensures Alberta is part of international discussions and
Partnership (TPP). India is becoming a major player in
decision-making.
the world economy and Brazil is projected to become
one of the five largest economies in the world in the
decades to come. The ASEAN represents a large
and growing market region and TPP negotiations are
underway to create new opportunities.
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3. Services offered to ministries and to companies in
Alberta and foreign markets
■■ GOA ministries and stakeholders desire a broader range
than serving the mandates of just a few ministries, the international
offices must address all the Government of Alberta’s strategic
of services than those listed earlier, to be provided by
priorities and international objectives. The Ministry of International
staff. These services include:
and Intergovernmental Relations needs to ensure the international
■■ Development of strategies to further Alberta’s
offices can effectively support a broader range of services and
international priorities
■■ Enhanced and focused market intelligence
communicated in a timely manner
■■ Information on foreign direct investment trends and
pertinent companies
■■ Identification of targeted opportunities and barriers
■■ Generation of ideas and opportunities both proactive
and reactive
■■ Insights into visa and immigration issues affecting
travel and immigration to Alberta
■■ More industry/department specific expertise and
contacts
■■ A consistent message about Alberta delivered
internationally
■■ Support to small and medium sized enterprises
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Discussions with ministries and stakeholders indicate that, rather
interests and act as a vital source of intelligence to Alberta.
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RECOMMENDATIONS
The following recommendations for Alberta’s network of
2. Implement Regional Strategies
international offices are intended to close the gap between current
Regional strategies and action plans for Alberta’s priority markets
operations and the renewed vision.
will be developed that outline the government’s strategic objectives
for the area.
1. Implement Alberta’s new International Strategy
Alberta has a long history of international engagement, and
The strategies will support the objectives of the International
continues to enjoy a strong international profile as a jurisdiction
Strategy and describe specific actions to lead Alberta’s efforts
that is open to trade, investment and partnership. However, rapid
in particular regions. They will acknowledge and consider
economic growth in China and other jurisdictions is reshaping
the activities of Alberta’s active stakeholders in the region,
the global economic system and creating evolving international
including: the federal government; sub-national governments and
dynamics. Alberta must prepare to engage in new ways and face
municipalities; multilateral institutions in the region; and all other
new competitors as we seek to diversify our markets and build the
Alberta communities, e.g., post-secondary, business, and cultural.
right partnerships to achieve results for Albertans.
These relationships form the foundation upon which Alberta can
build new connections, and the strategies will consider how those
The renewed International Strategy provides focus and clarity to
relationships can be leveraged to advance Alberta’s efforts.
Alberta’s efforts. Alberta’s international offices will provide critical
support and assistance in the implementation of the new strategy.
The goals and priorities of the regional strategies will also support
They will be primary points of contact within the region and
a discussion on the allocation of resources and how GOA assets
assist in areas such as accessing new markets, attracting foreign
in the region can be best deployed to maximize our efforts. This
investment, and creating educational and cultural linkages that
could include making use of staff with specific market capabilities
result in lasting and mutually beneficial relationships. The offices will
from other GOA ministries or exploring new partnerships with other
help to coordinate implementation of the strategy and work with
Canadian assets in the region, such as the federal government and
expertise from across government, industry, and other partners
post secondary institutions.
to ensure a common understanding of the opportunities and
challenges Alberta faces.
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The strategies will consider current issues and emerging
California is another important area that will be considered
opportunities and they will be reviewed and updated yearly.
for an Alberta presence. It represents an important market
for Alberta’s efforts to diversify in the areas of technology
Alberta’s international offices, along with their corresponding
and life sciences, and to expand our academic, tourism, film,
activities and initiatives, will be guided by the direction of the
agriculture, energy and environmental sectors.
regional strategies and will support their outcomes.
China: Alberta will expand its presence in China. China is
3. Expand the Alberta International Office Network
Alberta’s second largest trading partner with trading activity
To support the regional strategies, strategic expansion of the
tripling since 2003. China represents significant opportunity
Alberta international office network would improve Alberta’s access
for the province in diverse areas such as agri-food, tourism,
to emerging and developed economies, thereby supporting
science and technology, advanced materials, energy and
Alberta’s economic diversification and signalling the importance
environmental technologies, life sciences, education and
we place on our relationships with these regions. Alberta would
culture. As China further emerges on the world stage,
benefit from increased attention to the following markets, ranked in
Alberta’s long-standing relationship should be deepened by
order of priority.
supplementing our current work in the country with increased
resources and expertise to better facilitate a growing and
United States: It is recommended that Alberta strengthen
expanding relationship.
its presence in the United States to expand the services
provided in this very important market. The State of Illinois
A new office location will also be established in China to
is Alberta’s number one trading partner in the U.S. and as a
further expand Alberta’s opportunity to capture increased
major North American transportation hub, Chicago provides
market opportunities in the region.
easy access to other U.S. markets. Establishing an office in
Chicago would benefit Alberta’s trade and investment efforts
and would provide a means of accessing and evaluating
markets in the broader American mid-west.
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India: With a rapidly growing population and expanding
Brazil: Brazil is a market of great opportunity, providing
middle class, India currently represents a significant market
a solid base for Alberta’s entry into South America. It is
opportunity for Alberta. Its economy consistently ranks among
the world’s fifth most populous country and is forecast
the world’s top 15 in terms of GDP growth rate and, with its
to become the world’s fifth largest economy by 2020. It
vast size and growth potential, opportunity exists in every
benefits from a stable democratic government, shares a
imaginable sector. Alberta organizations have expressed
border with ten of the 12 other South American countries,
significant interest in India, especially in the areas of energy/
and is a key member of the MERCOSUR free trade
heavy oil, labour, agriculture, education, and information and
zone, which includes Argentina, Paraguay, Uruguay and
communications technology (ICT). While India has grown as
Venezuela. Brazil’s developing energy sector is a strong
an export destination for Alberta over the past three years, it is
area of opportunity for Alberta, and other areas also hold
still below its potential.
potential. Alberta’s technology sector is already active in
the country, as are Alberta’s educational institutions. Brazil
Singapore: Long a primary economic hub in Southeast Asia,
currently is Alberta’s 15th largest export market and our
Singapore is a critical port, petrochemical refining and financial
second largest market in Latin America.
center. Singapore has also successfully invested in research,
innovation and commercialization of clean technologies
The development of regional strategies (as outlined in
and life sciences positioning it as a global leader in these
recommendation two) will help determine where new offices
sectors. As the most modern and advanced economy in the
or an Alberta presence could assist in advancing Alberta’s
region, and in close proximity to other priority markets in
priorities, possibly beyond the above list of locations. Further
the region including Indonesia, Malaysia, Thailand, Vietnam,
analysis will be conducted to determine specific office and
the Philippines, and Australia, an Alberta office in Singapore
staffing models in each of these markets.
will advance the province’s market access priorities in this
dynamic and economically vibrant region.
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4. Employ key International Offices as Hubs to
effectively serve a broader mandate
The hub and spoke model will align with specific geographic
To serve a broader mandate and ensure high level representation
Edmonton and officials in markets. As future opportunities for new
in key markets and regions, a hub-and-spoke model will be used
international offices and resource allocations under the regional
to organize the international offices. This would entail creating
strategies are explored and implemented, reporting relationships
hubs, or larger offices, in designated centers within Alberta’s
and structures may change.
branches to ensure a coordinated effort between head office in
priority regions.
The larger hub offices in key regions around the world would serve
5. Increase Specialized Expertise within the
International Offices
as focal points for Alberta’s mandate beyond trade, investment
Government ministries support the approach of staffing the
and advocacy in broader regions. Each hub would ensure that
international offices with individuals who can meet the demands
Alberta’s efforts in these regions are strategic, effective and
of a variety of clients and stakeholders. This work needs to be
coordinated with the small offices in the region reporting into the
supplemented in some instances with specialized knowledge
hub office. The hub offices will ensure that actions taken by the
and skills that can better facilitate sector and industry specific
offices align directly to the regional strategy for the region and the
requirements.
broader International Strategy.
It is recommended that, in cooperation with other departments,
The smaller offices will focus on the core mandates of trade,
the Ministry of International and Intergovernmental Relations
investment and advocacy. They will work to advance Alberta’s
deploy additional staff with specific Alberta sector expertise (i.e.
priorities within their assigned geographic markets and support
agriculture, education, energy, culture, environment, etc.) on the
their hub office as needed.
ground in priority markets, including Beijing, to ensure Alberta’s
international offices have the knowledge and capacity they require
to support Alberta business and the objectives of the International
Strategy and regional strategies.
It was also noted during discussions that if Alberta is making an
investment in a priority market, it is best to make the additional
investment to have an Albertan or Canadian participate in the office
where possible.
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6. Improve Communications
In the past, there has been a heavy reliance on performance
In order for Alberta’s new International Strategy and regional
measures that track contacts and activities, and fewer measures
strategies to be successful, a renewed communications effort
of impact. For example, the ministry measures website hits,
that is timely and effective – for both individuals and businesses
but doesn’t quantify how these hits contribute to building
– must occur.
relationships or increasing trade and investment. The ministry
needs to conduct more analysis and provide more strategic
If we are to capitalize on opportunities around the world and
information on the contribution the international office network is
implement the outcomes of the strategies, we need to develop
making to the advancement of Alberta’s international priorities.
more effective communication channels: to our offices abroad; to
Albertans at home; and to other government ministries, boards
It is recommended the Ministry of International and
and agencies. All parties need regular information that describes
Intergovernmental Relations implement new performance
Alberta’s international objectives, roles, initiatives and events in
measurement practices, including:
addition to analytical and strategic advice. It is recommended
■■ Develop measures of empirical information to determine
that both the international offices and the Ministry of International
whether the international offices are achieving their goals
and Intergovernmental Relations more closely monitor, collect,
and advancing the objectives of the International Strategy
analyze and disseminate information on international business
and regional strategy, and
opportunities and ensure this information reaches Albertans and
■■ Define and strengthen government’s ability to evaluate
Alberta businesses in a timely fashion – in essence, creating
and compare international opportunities around the world
a repository of opportunities. A coordinated effort would allow
against Alberta’s strategic priorities.
stakeholders to better capitalize on market opportunities.
The new measures will strike an appropriate balance between
7. Develop New Measures of Performance of
Alberta’s International Offices
holding offices accountable and acknowledging that many
The Ministry of International and Intergovernmental Relations
working in a complex international environment.
external factors play a role in determining outcomes when
measures the monthly performance of the international offices
through a diverse set of activity targets. Additionally, it conducts
a biennial survey to measure client satisfaction for the services
provided by the international offices.
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8. Create Externship opportunities in Alberta’s
International Offices
9. Establish a Small-and Medium sized Enterprise
Export Council
The Alberta Abroad program is an example of Alberta’s
Alberta’s export-ready small-and medium-sized enterprises (SMEs)
new approach to international relations. The program offers
are critical to the success of our economy. Increasingly, SMEs
externships (short-term, international work opportunities)
bottom lines are being influenced by international factors – be
to talented young Albertans. These externships will exist in
they supply or labour issues, competition from other international
various international organizations, foundations, and multilateral
businesses, or the flow of goods and services.
institutions in Alberta’s key strategic regions.
The international offices can help export-ready SMEs achieve
The externship program will also help to increase the international
success by supplementing the work of other Government of
community’s understanding of all Alberta has to offer the world.
Alberta groups like the Alberta Competitiveness Council, the Asia
Advisory Council and the Alberta Economic Development Authority.
It is recommended that Alberta’s international offices support the
The Ministry of International and Intergovernmental Relations will
Alberta Abroad program by providing externship opportunities
ensure ongoing, two-way dialogue exists with these organizations
within the offices. Further, it is recommended the international
and other government ministries to ensure the needs of the export-
offices promote the Alberta Abroad program within their
ready SME community are understood and addressed.
respective markets.
As part of the International Strategy, a SME Export Council that
reports to the Minister of International and Intergovernmental
Relations will be established. The council will be made up of
representatives of export-ready SMEs from around the province
and SMEs already active internationally. It will provide immediate
and regular feedback and advice to the Minister on international
opportunities and business service enhancements.
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NOTES
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NOTES
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NOTES
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