Tourism Interrupted: The Freedom Convoy SITUATION In early 2022, Ottawa’s downtown core became the epicenter of the Freedom Convoy protests, a politically charged movement opposing COVID-19 mandates. The event escalated into a prolonged occupation of downtown Ottawa lasting 23 days — disrupting city services, local businesses, and public safety. It caused reputational damage to Ottawa’s image as a welcoming, safe, and vibrant destination due to the extensive international media coverage it received, and was estimated to cost businesses in Ottawa’s downtown upwards of $200 million in lost sales and wages 1 . The timing was also particularly difficult for Ottawa’s tourism sector, as the province of Ontario had just begun easing some of the strictest and longest lockdowns in the world. It also coincided with Winterlude, one of Ottawa’s major annual festivals, undermining efforts to rebuild consumer confidence, restart tourism, and kickstart revenue for struggling businesses during a critical recovery window.
Pausing Communications and Issuing a Statement
CRISIS RESPONSE AND ACTIONS
RAPID RESPONSE TEAM MOBILIZATION AND SITUATIONAL AWARENESS As events began to unfold downtown, Ottawa Tourism immediately assembled its internal Rapid Response Team, which is tasked to examine and respond in crisis situations. Closely monitoring and evaluating the rapidly evolving situation, the organization ensured that it acted in the best interests and as a trusted voice for visitors, members, stakeholders, and the broader community.
At the outset, social media posts and marketing communications were temporarily suspended to ensure sensitivity and appropriateness given
1 Freedom Convoy’ cost downtown Ottawa millions per day, experts estimate | CBC News
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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