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Mountain Travel Symposium (MTS) Drives Future Winter Visitation

Banff and Lake Louise welcomed more than 1200 tourism professionals and industry leaders from March 26 to April 1, for the 2017 Mountain Travel Symposium (MTS). Often referred to as the SXSW of ski tourism conferences, MTS is a global sales extravaganza with heavy reach and influence in the ski industry, and Travel Alberta was there.

The annual gathering of travel professionals, attracting representatives from more than 30 countries, was a coup for the province’s winter tourism industry, especially since MTS only comes to Canada every four to six years.

Representatives from Travel Alberta were on hand throughout the event, attending the trade exchange, forum sessions and the MICE exchange as they seek every opportunity to grow winter visitation for the province.

“We know the world-class scenery, skiing and snowboarding are a strong draw for visitors to Alberta. MTS is a chance to showcase our ski product alongside everything else we have to offer, including unique winter experiences, the culinary scene, a variety of hotel options and venues for the MICE market,” said Bart Donnelly, Travel Alberta, Business Development Director, Europe.

“The tourism industry in Alberta ensures we stand out in a crowd, and we will take every advantage to show that to a global audience. Events like MTS gets us in front of international tour operators from everywhere from Canada, the US, to the U.K., Germany, Korea, Mexico, China, Australia, and more, at the right time and in the perfect place.”

Stuart Hart, Banff and Lake Louise Tourism (BLLT) Director, Business Development, explains that with Travel Alberta’s support, BLLT planned and bid years in advance to bring MTS to the region.

“This is our chance to showcase and win over industry advocates in the ski and winter tourism sector around the world,” said Hart. “For those who have already been here, it’s a reminder of everything we have to offer, and for those who have never seen Alberta, it’s a major converter piece. Once we show them how accessible the mountains are from two international airports, they are really blown away.”

MTS 2017 featured trade exchanges, forum speakers, exhibitor product shows, ski FAMs, group exchanges and networking events. MTS 2018 takes place in Lake Tahoe (April).

Travel Alberta