Travel Alberta’s purview includes responsibility for the supply side of the tourism industry, or what we refer to as destination development.
Our role in destination development is threefold:
As a driver
we strategically invest in destinations and experiences with the greatest potential for a high return. This creates jobs, supports businesses, and diversifies the economy, benefitting all Albertans.
As a partner
we coordinate a holistic and collaborative approach to growing the visitor economy with our stakeholders. Working together toward common goals fast tracks achievement of them.
As a convener
we bring together economic development bodies, businesses and governments to accelerate investments, navigate regulatory processes and position tourism as a positive contributor.
Tourism is a long game with vast untapped potential.
To stay competitive and realize our potential requires us to continually enhance and add to our visitor offerings. Bolstering supply for the long-term will ensure Alberta continues to have desirable travel experiences that meet the ever-changing needs of visitors.
To aid our development efforts, Travel Alberta’s industry support is guided by 13 regions*, each with its own unique physical and cultural diversity, as well as investment opportunities. Moving forward, each region has a dedicated Manager of Destination Development who serves as one point of contact responsible for leading Travel Alberta’s holistic approach to destination development.