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Strategic Outcomes

In our Annual Report, we clearly highlight the outcomes we work towards that will benefit the Alberta economy and community. They include:

  • Targeting high-value international travellers
  • Taking a commercial approach to air investment
  • Reinforcing strong Indigenous partnerships
  • Driving rural tourism development
  • Inspiring community support through engagement

Read the full report.

Multi-faceted support for Mahikan Trails

Travel Alberta provided financial and non-financial support to Mahikan Trails, an Indigenous owned and operated tourism experience offering traditional Indigenous teachings through nature and medicine walks. With earned media support from Travel Alberta, Mahikan Trails was featured in National Geographic’s “Best of the World 2023” list.


Expenditures by high-value travellers from target markets return to 2019 levels by 2024.

Key Objectives

  1. Lead alignment efforts with key partners to ensure a competitive position in the tourism market.  
  2. Implement promotional campaigns (direct to consumer, media, and public relations) and travel trade (business to business) activities to increase the consideration of Alberta as a travel destination.
Edmonton International Airport


Visitors have access to Alberta’s destinations and experiences.

Key Objectives

  1. Partner with airlines to increase air connectivity with U .S . and international destinations to attract high-value travellers in all seasons. 
  2. Partner with other government departments to increase transportation access and digital connectivity throughout the province.


Alberta’s visitor economy is recovering through strengthened businesses, experiences, and communities, attracting high-value travellers.

Key Objectives

  1. Develop tourism development zones to increase capacity in priority regions while ensuring sustainable development and growth for the future. 
  2. Implement a tourism investment strategy to stimulate product development, encouraging job creation and sustainable economic growth throughout the province.
  3. Increase opportunity and reduce red tape for entrepreneurs and small businesses to enable growth of the visitor economy.

Download the full Annual Report

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