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PROGRAM SUMMARY

Boost your event's success

Investment range

  • Organizations can receive between $25,000 and $150,000 from Travel Alberta
  • Minimum 25% fund matching required (example: a project budgeted at $100,000 could receive up to $75,000 from Travel Alberta, if the operator provides $25,000 in funding)

Priorities

  • Events and festivals that are two or more days in length and target overnight visitation with a focus on building an annual event
  • Events and festivals that charge an admission fee
  • Events and festivals that showcase collaboration with other Alberta tourism partners

Event/festival dates

  • For events and festivals between September 1, 2024 - March 31, 2026

Application period

October 17, 2024 to November 8, 2024 at 4:00 pm MT

Edmonton Folk Festival occurs every year, attracting visitors from across the world.

Eligible applicants

Your business must fit into at least one of the following categories: 

• Alberta-based tourism businesses
• Indigenous tourism organizations
• Not-for-profit organizations and municipalities with a focus on tourism

Note: Non-municipal partners must have been in operation for a minimum of three years

Ineligible applicants

You are not eligible for this grant if your business or event falls into one of these categories: 

• Charitable and fundraising events
• Local community events
• Amateur sport tournaments
• Consumer and trade shows
• Political events
• Events common across multiple communities (ex: Canada day celebrations)
• Events not accessible by the public
• Business improvement areas

How to apply

Application details

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

Please read all eligibility requirements before applying. If you have any questions, please reach out to your destination development manager. 

Logistical and production costs

  • 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 
  • Ticket surcharges 
  • Prizing and gifting including volunteer apparel/swag 

  • For fall/winter 2024 events and festivals: Expenses must be incurred between September 1, 2024, and March 31, 2025.
  • For events occurring after April 1, 2025: Expenses must be incurred between April 1, 2025, and March 31, 2026.

Expenses must be invoiced by a qualified third party and documented in the financial reconciliation. 

Pre and post event impact calculator analysis generated from number of attendees, ticket price, and overnight accommodations. 

  • Application Period: Applications open in October 17, 2024 and close in November 8, 2024 at 4 pm MT. Late submissions will not be considered.
  • How to apply: Once the link is live in October 2024, you can access the Grant Management Tool (GMT). Create an account or log in to the Grant Management Tool (GMT). You can find the Events and Festivals application form there.
  • Complete Your Application: Fill out the application form completely. Remember, you can save your progress if you need more time or additional information before submitting. Each organization can submit only one application per funding year.
  • Funding Requirements for Events and Festivals: Applicants must be able to cover at least 25% of the total project costs.
  • Funding decisions: We have the final say in managing funding requests. Due to the highly competitive nature of the investment program, we may have to say no to some projects even if they meet certain criteria.
  • Funding approval process and timing: The investment decisions for the 2025-26 intake period will be made in early 2025. If Travel Alberta approves your funding request, you will be sent a Travel Alberta grant agreement.

Apply for Events and Festivals funding

Applications for 2025 funding now closed.