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Travel Alberta

Changes at Travel Alberta: A message from Royce Chwin, CEO

When the provincial budget was rolled out this past April, the allocation of budget to Travel Alberta was reduced by nine per cent from the previous fiscal year. With a $49.5 M total operating budget, the Travel Alberta team was faced with making the difficult decision of where to make changes to markets, programs and people while ensuring the right marketing investment and channel activation to deliver long-term tourism growth for the province.

After thoughtful deliberation by the Senior Leadership Team, Travel Alberta will remain actively invested in nine markets for the remainder of the 2016-2017 operating fiscal. However, channel activation will vary by market as follows:

  • In Canada, Travel Alberta will continue investment in consumer direct marketing, media and on-line travel agencies. Travel Alberta will no longer be active in the meetings, incentives, conventions, and events (MICE) market and will conclude all activity by fall 2016.
  • Travel Alberta will remain active across all channels in the United States, United Kingdom and China. This will include consumer marketing, media, travel trade and MICE.  
  • In Germany, Australia, Japan and South Korea, investment will focus on travel trade, MICE and media activities. Travel Alberta will no longer be active in consumer marketing in these markets.
  • In the Netherlands, investment will be limited to consumer marketing for the remainder of 2016/17.

Two positions have been abolished within the Calgary office team due to a workforce reduction. In addition, the contracted representative position for MICE in Canada will conclude in August. These three professionals have each made a significant contribution to Travel Alberta and Team Alberta.

Not unlike many organizations throughout the province, we are living through challenging economic times and reductions in budget that have an impact on our team and our business. We will continue to assess our business needs as we position Travel Alberta for sustainability, partner support and to meet the demands of the competitive tourism sector. As the tourism marketing agency of the Government of Alberta, we remain committed to delivering on our mandate and supporting Team Alberta in our combined goal of growing tourism revenue in the province to $10 billion by 2020.

Travel Alberta’s Business and Marketing Plans can be found here: http://industry.travelalberta.com/about-us/strategy

Royce Chwin
Travel Alberta Team Member
Chief Executive Officer


Travel Alberta