2024-27 Business Plan

As a destination management organization, Travel Alberta drives the growth of the province’s visitor economy, creating and promoting must-visit destinations throughout the province.

Together, we achieved unprecedented success with our Bootstrap Plan, reaching our tourism expenditure goal two years ahead of time. Our 2024-27 business plan, Wheels Up, builds upon this momentum with the firm belief that Albertans have the passion and determination to achieve our ambitious goals.

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​.
4. Enable tourism businesses to launch and prosper.

Indigenous tourism

Ensure Indigenous-led tourism drives success for Indigenous individuals, business and communities throughout Alberta by 2035.

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