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As Alberta’s destination management organization, Travel Alberta fuels the growth of the province’s visitor economy by attracting investment in the sector, developing signature products and destinations, and marketing those destinations to the world.

Building on unprecedented success, as Alberta's visitor economy continues to outpace the nation in growth, our 2026-29 Business Plan builds on 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

To achieve the Government of Alberta's goals as outlined in Higher Ground:
A Tourism Sector Strategy, we're cultivating the conditions for
success across:

  • Marketing: Driving consideration of Alberta as a destination of choice
    in key international markets (U.S., U.K., France, Germany, Japan, South
    Korea, and Mexico)
  • Access: Improving air access to Alberta
  • Place: Developing and enhancing year-round tourism itineraries
    by investing directly to support tourism operators, communities and
    associations and attracting investment

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 sustained access to destinations across Alberta.

Key Objectives

  1. Accelerate seat capacity to Alberta and around the province.

Place

Alberta's visitor economy has thriving businesses, prosperous communities, and an investment-friendly development environment.

Key Objectives

  1. Lead the design and implementation of destination development plans and commercial opportunities in priority tourism regions
  2. Stimulate visitor spend and tourism business development across the province
  3. Position and promote Alberta's tourism sector to attract and facilitate private sector investment
  4. Enable Alberta communities and tourism businesses to grow 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, we continue to refine our investment approach to optimize results for Albertans and build the foundations for future success. Making smart investments means investing in the right markets, creating the winning conditions for tourism to thrive, and enhancing tourism product.

Read the full plan to learn more

Read the full business plan to see how we are driving tourism growth in every corner of the province.

Download the full plan