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As Alberta’s destination management organization, Travel Alberta fuels the growth of the province’s visitor economy by creating and promoting compelling destinations through our strategic approach.

Together, we achieved unprecedented success with our Bootstrap Plan, recovering twice as fast as the rest of the country. Our 2025-28 business plan, Wheels Up, builds upon this momentum using smart partnerships, actions and investments. We believe Albertans have the passion and determination to achieve our ambitious goals and experience the real benefits that come from a growing visitor economy.

Jump to the full business plan

Three skiers front-on, skiing a groomed run at Marmot Basin in Jasper National Park

Strategic approach

In our 2021 Bootstrap Plan, we outlined our strategic approach to recovering Alberta's visitor economy using three pillars: Marketing (destination promotion), Access (air access, broadband and transportation), and Place (destination development and support for tourism businesses).

Our 2025–2028 business plan, Wheels Up, builds on the MAP strategic approach and outlines our path to growing visitor spending to $15.8 billion by 2027. Our approach focuses on smart partnerships, smart actions and smart investments.

Marketing

Export revenues increase as the share of spending from visitors to the province increases​.

Key Objectives

  1. Drive consideration to travel to/within Alberta among travellers from key source markets.

Access

Visitors have improved access to more destinations across Alberta.

Key Objectives

  1. Accelerate seat capacity to Alberta and around the province.
  2. Inform government policy and investment to increase traveller-friendly connectivity and access throughout the province.

Place

Alberta’s visitor economy has thriving businesses, prosperous communities, and a growing investment environment.

Key Objectives

  1. Lead collaboration, design, and implementation of destination development plans in priority tourism regions​.
  2. Stimulate growth across select destinations and tourism businesses​.
  3. Attract and facilitate private sector investment​. Enable tourism businesses to launch and prosper.

Being smart in our approach

Smart partnerships

Alberta's tourism industry is an interconnected and multidimensional network comprising nearly 27,900 tourism-related businesses and is supported by communities, destination organizations, economic development agencies, industry associations and all orders of government. Travel Alberta will leverage this broad network of trusted partners to drive alignment on shared priorities, enhancing the efficiency of marketing and development programs and growing capacity in the tourism sector.

Smart actions

Over the next three years, we will further refine our initiatives and approach to yield the strongest possible return on investment and achieve the outcomes identified in this plan by optimizing marketing, accelerating rural destination development, and attracting and streamlining investment.

Smart investments

To support the long-term resilience and agility of the tourism sector, Travel Alberta will invest in foundations for future success, addressing current growth limitations to drive future growth. Making smart investments means investing in the right markets, creating the winning conditions for tourism to thrive and enhancing product.

What else do we have planned?

Read the full business plan and discover what we are aiming for and how we plan to do it!

Download the full plan