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Travel Alberta to deliver regional co-op marketing in 2012

Travel Alberta has announced that it will be working with Tourism Destination Regions to consolidate co-operative marketing programs within Travel Alberta, effective April 1, 2012.  The programs are currently delivered under contract by incorporated societies in six Tourism Destination Regions (TDRs).

At a meeting Friday with Tourism Parks and Recreation Minister Cindy Ady, representatives of the six TDRs agreed to work with Strategic Tourism Marketing Council (STMC) and Travel Alberta on a committee to plan details of the consolidation that will address transfer of the program administration to Travel Alberta.  The committee will meet next on June 27.

Travel Alberta is taking this initiative on the unanimous recommendation of the STMC which undertook an extensive four-month consultation with industry throughout the province. Industry stakeholders in every region of the province have been seeking changes to the current system with guidelines and procedures that improve alignment across the Province.

Travel Alberta will deliver the co-operative marketing program while maintaining regional funding allocations in each of the six Tourism Destination Regions that currently total more than $7 million.

“Improving our co-operative marketing model and core business practices is what industry expects from Travel Alberta as we strive to become the pre-eminent tourism marketing agency in Canada,” said Bruce Okabe, Chief Executive Officer. “Aligning our resources to better meet the requirements of our industry stakeholders and the demands of the changing marketplace will strengthen Alberta’s competitive position,” he said.

“Strengthening Travel Alberta co-operative marketing support to meet increased marketing demands of a growing industry, coupled with a simplified and easier process to access those funds, is good news for Travel Alberta and for the industry,” said Mac Makenny, Chair of the STMC. “In the longer term, this provides Travel Alberta with flexibility to adjust to fluctuating demands from industry due to market conditions,” he said.

Travel Alberta will honour funding agreements with the six Tourism Destination Regions which will be allowed to expire March 31, 2012. For the next 10 months, it will be business as usual and service to industry will continue uninterrupted under the term of the current contracts with Travel Alberta.

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