Women walking through a canola field in Longview

10-Year Tourism Strategy

Updates on the plan to grow Alberta’s visitor economy

Travel Alberta is excited to work with the Government of Alberta, industry partners and stakeholders around the province to develop a new 10-Year Tourism Strategy.

The goal:

  • Support the development and sustainability of the province’s tourism industry
  • Lay the foundation to help achieve the government’s bold vision to grow Alberta tourism revenue to $20 billion by 2030

The strategy will address the triple bottom line, delivering on the needs of people (visitors, Albertans and their communities), the planet (developing tourism experiences in a responsible and sustainable manner) and profit (economic growth).

The strategy will be presented to the Ministry of Economic Development, Trade and Tourism in spring 2020. Stay tuned for updates on the process. 

How we balance these three elements—people, the planet and profit—answer the challenges, and take advantage of the opportunities before us, is what Alberta’s 10-year tourism strategy will aim to solve. CEO, Royce Chwin


CEO Royce Chwin gives keynote address at the 2019 Travel Alberta Industry Conference talking about the next ten years of tourism growth. Watch his full presentation and learn about current trends and the vision for the future.