Travel Alberta

About Alberta's Tourism Industry

Tourism is a complex industry involving many organizations, and no one organization controls all elements. Alignment of key organizations under one framework gives Alberta its best chance to be successful. Alignment will bring efficiency to our efforts.

Alberta offers the world authentic adventures in breathtaking landscapes. This brand promise provides an exceptional platform for strengthening an already robust visitor economy, which generates jobs and economic growth across the province. For all the pieces to come together, we need to approach tourism development and marketing as Team Alberta. 


The Government of Alberta, through the Ministry of Culture and Tourism, is focused on developing the legislative frameworks for access and infrastructure and creating a favourable business and regulatory climate for our industry to succeed. This includes joint leadership around Alberta’s Tourism Framework.

Travel Alberta

Travel Alberta’s role is stewardship of the Alberta tourism brand to drive demand for Alberta products and experiences to our customers and align our major tourism partners to grow tourism revenue for the province.

Tourism Industry

The Alberta tourism industry is responsible for supplying the goosebump moments, closing the sale, and delivering on Alberta’s tourism brand promise to travellers. Alberta’s tourism brand is the bridge between the experiences provided by industry and Travel Alberta marketing activities.

Travel Alberta delivers custom services to meet the evolving needs of Alberta's tourism industry. We offer a variety of programs and services including assistance with market readiness, brand, packaging, and help prepare emerging products and experiences for targeted markets.