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Travel Alberta

Corporate Scorecard

Formalizing a solid strategy is one thing; measuring results is another. 

Setting performance targets and measuring progress provides Travel Alberta and our stakeholders with transparent and valuable insight to guide decision-making and future investment. Travel Alberta and the Ministry of Culture and Tourism remain committed to finding innovative ways to measure the impact of tourism in this province. Thus, we look at both macro and micro elements to evaluate progress. 

Travel Alberta’s balanced corporate scorecard aligns business activities to the vision and  strategy of the organization, improves internal and external communications, and monitors organization performance against strategic goals. We measure marketing effectiveness and organizational performance in the spirit of continual improvement.

Travel Alberta uses a balanced corporate scorecard methodology to align our business activities to the vision and strategy of the organization, measure organization performance against strategic goals, and improve internal and external communications. We measure and report transparently through a corporate scorecard according to targets set within our strategic objectives and approved by Travel Alberta’s Board of Directors.