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About Us

Travel Alberta

Who We are
Travel Alberta is the tourism marketing agency of the Government of Alberta. Established on April 1, 2009 as a Crown corporation, we operate under authority of the Travel Alberta Act.

What We Do
An innovative team of youthfully spirited adventurers are leaders in marketing Alberta’s authentic experiences in breathtaking landscapes at home and around the world.

Vision
To be the pre-eminent tourism marketing organization in Canada.

Mission
To grow tourism revenues with compelling invitations to visit Alberta.

Governance

Our independent, skill-based Board of Directors provides effective governance of the business and affairs of Travel Alberta. Travel Alberta is governed by the Travel Alberta Act and a Board of Directors accountable to the Minister of Alberta Tourism, Parks and Recreation.



Contact Information

info@travelalberta.com for general questions and inquiries about Travel Alberta's framework.

 

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

Tourism is good for our economy; it's a $7.4 billion industry in Alberta that supports 19,000 tourism businesses and employs more than 114,000 Albertans. It generates $1.08 billion in provincial tax revenue and is a key economic driver for this province. Tourism revenue contributes to the well-being of all Albertans.



Strategy

To grow tourism revenues to $10.3 billion by 2020 by directing our brand at high-potential markets. We will lead with Alberta’s authentic experiences in breathtaking landscapes to 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 receives annual marketing funding from the Tourism Levy collected by hotels, lodges and other fixed roof accommodations in Alberta. The Levy is remitted to the Government of Alberta under the Alberta Tourism Levy Act. In 2014-2015, Travel Alberta will receive 70% of the 4% Tourism Levy.