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Tourism is a long game with vast untapped potential.

The global competition for visitors is fierce. To stay competitive and realize the full potential of our fair share of the global tourism economy, we’re developing our sector’s offerings, ensuring Alberta has desirable travel experiences that meet the ever-changing needs of visitors.

Learn about destination development

Beginner ice climbing with Girth Hitch Guiding

Over the next three years, Travel Alberta will contribute more than $50 million to enhance and grow visitor products and experiences.

And that's just the beginning.

As Canada's first provincial destination development organization we're building world-class visitor experiences in strategic regions, generating sustainable growth and attracting high-value travellers.

Tourism investment program