Download the full Annual Report
Strategic Outcomes
In our Annual Report, we clearly highlight the outcomes we work towards that will benefit the Alberta economy and communities. They include:
- Improving access for international markets
- Telling Alberta’s stories far and wide
- Reinforcing strong Indigenous partnerships
- Driving economic development in rural areas
- Inspiring community support through engagement
Supporting The Woods Experience growth
Travel Alberta supported The Woods Experience, an Indigenous owned and operated tourism experience forging a new path in the wellness tourism industry, as they grew their tourism offerings. By sharing their cultures with travellers who wish to reconnect with the land, The Woods Experience is helping guest nurture their mental and physical health.
Marketing
Expenditures by high-value travellers from the U.S. and key international markets exceed 2019 levels by 2025.
Key Objective
- Drive consideration to travel to Alberta among high-value travellers in the U.S. and key international markets.
Access
Visitors have access to Alberta’s destinations and experiences.
Key Objectives
- Accelerate seat capacity from the U.S. and key international markets.
- Inform policy and investment to enhance traveller-friendly connectivity and access throughout the province (i.e., transportation, broadband, Wi-Fi).
Place
Alberta’s visitor economy has recovered and supports thriving businesses, experiences and communities, attracting high-value travellers.
Key Objectives
- Create and support long-term destination management plans in partnership with communities in legacy and emerging tourism destinations.
- Attract and deploy investment to grow the visitor economy around the province.
- Foster and advance a business-friendly environment for investors, entrepreneurs and existing businesses to launch, operate and grow.