Travel Alberta’s strategy is to grow tourism revenue $1 billion by 2016 by directing consumer-driven brand and marketing at youthfully-spirited travellers in high yield markets. We will lead with breathtaking experiences that differentiate Alberta and drive visitation throughout the province.
Business Strategy
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Travel Alberta's Business Strategy features five key strategic initiatives:
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Bring the Brand to Life
Implement a unifying tourism brand strategy
Tell our brand story
Connect brand and visitor experiences |
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Create Customer Intimacy
Drive Explorer Quotient TM (EQTM) segmentation
Harness the power of social media |
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Defend and Grow the Business
Drive return on investment
Seize emerging marketing opportunities
Harmonize consumer experience messaging
Build and share market intelligence
Grow visitation from non-domestic markets |
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Engage Stakeholders
Drive marketing alignment across industry
Grow industry marketing capability
Support tourism, developing market-ready projects |
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Nurture Organizational Excellence
Foster team collaboration
Nurture innovative leadership
Build vacation experience expertise |
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Marketing Plan
Travel Alberta's Marketing Plan focuses on key marketing initiatives that complement our Business Strategy.
Download the 2011 Marketing Plan