Travel Alberta
Travel Alberta is the tourism marketing organization of the Government of Alberta that is governed by the Travel Alberta Act and a Board of Directors accountable to the Minister of Tourism, Parks and Recreation.
Vision
To become Canada's pre-eminent tourism marketing organization.
Mission
Grow tourism revenues with compelling invitations to experience Alberta.
Principles
The principles that guide how we work are:
- Trust
- Respect
- Collaboration
- Integrity
Values
The values on how we will conduct business are:
- Excellence drives everything we do
- We embrace teamwork
- We foster innovation
- We plan for and are accountable for results
Governance
Created on April 1, 2009 by authority of the Travel Alberta Act, Travel Alberta is the tourism marketing agency of the Government of Alberta. The Corporation is governed by a Board of Directors appointed by the Government of Alberta and is subject to the provisions of the Public Agencies Governance Framework.
Contact Information
Info@TravelAlberta.com for general questions and inquiries about Travel Alberta's framework.
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CEO's Corner
Travel Alberta Chief Executive Officer Bruce Okabe shares his
perspectives regularly on tourism markets and marketing. Read his
latest message by clicking here.
Tourism in Alberta
Alberta has Canada's fourth largest tourism industry, generating $5.4
billion in tourism revenues in 2009 (latest actual data available from
Statistics Canada). Tourism is one of Alberta's largest economic
platforms and employs more than 90,000 people in every corner of our
province.
Strategy
To grow tourism revenues $1 billion by 2017 by directing our brand at high-potential markets. We will lead with authentic experiences in breathtaking landscapes that drive visitation throughout the province.
Mandate
In accordance with the Travel Alberta Act (section 3), the mandate of Travel Alberta is to:Market the tourism assets, attractions and opportunities present in Alberta in domestic, national and international markets; Promote Alberta as a destination for tourists; Assist Alberta’s tourism industry operators to market their products; and Exercise or perform any other powers, duties and functions authorized by regulation.
Funding
Travel Alberta funding is based on the receipts of the four per cent Tourism Levy, collected by hotels, lodges and other accommodations that is remitted to the Government of Alberta under the terms of the Alberta Tourism Levy Act. Travel Alberta funding for 2011-12 is $46.5 million, based on the Tourism Levy revenues collected during the 2009-10 fiscal year.
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