Our goal is to grow Alberta’s tourism industry to $10 billion by 2020. Tourism is a complex collection of industries that must interact to deliver meaningful travel experience to our visitors. There are literally thousands of things to see and do in Alberta. So how do Travel Alberta and our tourism industry partners unite to compete amidst increasing destination competition to achieve this goal?
We continue to focus on the traveller, not the destination. It’s not our mountains and badlands, rivers and lakes, people and prairies, cities and wildlife that create our competitive advantage. These tourism assets are found in destinations around the world. So how do we differentiate Alberta? Our advantage lies in the ability to find the right points of alignment under a simple, consistent and compelling brand message aimed directly at the heart of our target travellers. Less is more.
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