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Travel Alberta's 2013-2014 Annual Report

Travel Alberta’s 2013-2014 Annual Report highlights the Crown corporation’s strategic objectives, scorecard and marketing results for the fiscal year that ended March 31, 2014.   

“We have seen great success since becoming a Crown corporation and are now considered by many in the industry as the benchmark tourism marketing organization in Canada,” said Rick LeLacheur, Chair of Travel Alberta’s Board of Directors. “The Board is extremely proud of Travel Alberta’s accomplishments, the strong culture that has evolved and, above all, our passionate Team Members.”

The health of Alberta’s visitor economy remains positive. The Tourism Levy continues to show growth for the fourth consecutive year. In the Spring 2014 Travel Markets Outlook, the Conference Board of Canada estimates total visitor expenditure in Alberta will grow 6.3 per cent versus the national average of 5.0 per cent in 2014. Alberta continues to remain on top in terms of tourism growth across the country.

“Our tourism industry continues to thrive,” said Bruce Okabe, Travel Alberta’s Chief Executive Officer. “Provincial hotel occupancy, average daily room rate and direct inbound visitation from all markets have all seen positive year over year growth.”

In 2014-2015, Travel Alberta continues to deliver on our strategy to grow tourism revenues to $10.3 billion by 2020 by directing our brand at high-potential markets. We lead with Alberta’s authentic experiences in breathtaking landscapes to drive visitation throughout the province.

Highlights from the 2013-2014 Annual Report will be presented at the corporation’s Annual General Meeting (AGM) in conjunction with the Travel Alberta Industry Conference in Banff on Monday, October 20. Following the AGM, an interactive question and answer session will be led by Rick LeLacheur and Bruce Okabe. Please see the full conference program for details.  

A digital version of Travel Alberta’s 2013-2014 Annual Report is available for download.

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