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Program overview

The cooperative investment fund empowers communities to grow tourism revenue through destination development, promotion, and cultural events and festivals.

We accept applications for Cooperative support twice a year:

    • Intake 1: April 1-May 13, 2022 (applications closed)
    • Intake 2: September 12-October 14, 2022 (applications closed)

Applications for funding will reopen in Spring 2023.

On this page:

Rural Development and Promotion
Events and Festivals

Rural Development and Promotion

Investment will support destination development and promotional initiatives that aim to grow visitation and support building the Alberta visitor economy. Organizations, communities, and associations in rural regions of Alberta are eligible to apply.

This fund provides up to $100,000 in a non-matching partner investment. Additional funding available on a case-by-case basis.

Details and eligibility

  • Foster community alignment around a shared vision for tourism
  • Support regional promotional strategies aimed at growing visitation and driving cash flow to tourism businesses
  • Support a diversified and sustainable visitor economy through attraction and planning of cultural events, business events and major sporting events

  • Municipalities, destination marketing/management organizations, not-for-profits, chambers of commerce, and industry associations with a focus and/or mandate in tourism development and promotion    
  • Non-municipal applicants must have an active ATIS account
  • Non-municipal partners must have been in operation for a minimum of three (3) years

  • Individual tourism businesses, and partnered consortiums
  • Business improvement areas
  • Communities who are represented by a destination marketing organization
  • Hotel consortiums and Destination Marketing Fund groups (DMFs)

Destination Promotion

  • Targeted online ads as part of an integrated, multi-faceted marketing campaign
  • Creative development + agency support
  • Radio/tv/print advertising that presents a unified tourism message
  • Social strategy and implementation (including costs related to contracted community management)
  • Media and public relations
  • Content development including photography, video and written content (shot list must be included with the application)

Destination Development:

  • Attraction of business events
  • Destination planning and research aimed at growing the visitor economy
  • Workforce development including educational seminars and building destination capacity
  • Destination animation programming available to visitors on a regular, scheduled basis (daily, weekly, monthly) and demonstrate how it is designed for long term availability
  • Membership fees (i.e. TIAA)

  • Salaries or wages as well as management fees
  • GST/HST expenses
  • Website development
  • Travel Alberta will not invest in destination development/promotion efforts led by a community which duplicates the efforts of an existing destination organization

Expenses must be incurred between April 1, 2022 – March 31, 2023. Expenses will need to be invoiced by a qualified third party and documented in the financial reconciliation.

  • Economic impact generated from hotel nights, experience sales, ticket sales, and/or package sales that showcase a return on investment equal to or greater than the investment.
  • Number of business supported through the development/promotional initiative

Events and Festivals

Investments will focus on reigniting existing events and activating new events that drive overnight visitation.

This fund provides up to $100,000 in a non-matching partner investment. Additional funding available on a case-by-case basis.

Priorities

  • Events and festivals that are two or more days in length and target overnight visitation
  • Events and festivals that charge an admission fee
  • Events and festivals which showcase collaboration with other Alberta tourism partners

A group of friends playing carnival games at the Calgary Stampede.

Details and eligibility

  • Events and festivals that are two or more days in length and target overnight visitation
  • Events and festivals that charge an admission fee
  • Events and festivals which showcase collaboration with other Alberta tourism partners

  • Private sector Alberta based tourism businesses, Indigenous businesses, not-for-profit organizations and municipalities with a focus on tourism
  •  All events or festivals must have an active ATIS account and associated listing
  •  Non-municipal partners must have been in operation for a minimum of three (3) years

  • Charitable and fundraising events
  •  Amateur sport tournaments
  •  Consumer and trade shows
  •  Political events
  •  Events common across multiple communities such as Canada day celebrations
  •  Events not accessible by the public
  •  Local community events

Logistical and production cost

  • Performers, artists and artisans fees
  • Rental of security barriers, toilets, tents, lighting, sound equipment, venue
  • Permits and insurance
  • Hiring of a production company
  • Costs associated with climate action initiatives for the festival

Promotional support

  • Targeted online ads as part of an integrated, multi-faceted marketing campaign
  • Creative development and agency support
  • Radio/tv/print advertising that presents a unified tourism message
  • Social strategy and implementation (including costs related to contracted community management)
  • Media and public relations
  • Content development including photography, video and written content (shot list must be included with the application)
  • Website development and/or E-commerce platforms

  • Event sponsorship
  • Salaries and wages of employees, purchasing of goods and services for resale, purchasing of equipment, alcohol permits
  • Accommodation
  • Hosting
  • Prizing and gifting
  • Ticket surcharges

Expenses must be incurred between April 1, 2022 – March 31, 2023. Expenses will need to be invoiced by a qualified third party and documented in the financial reconciliation.

Pre and post event impact calculator analysis generated from tickets sales, accommodation, food, transportation, and retail.