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Investment program: Co-operative Investment

Funding purpose: Reignite existing events and activate new ones that drive overnight visitation.

Investment range: Up to $100,000 with 25% fund matching required. Additional funding available on a case-by-case basis.

For example, a project budgeted at $120,000 could receive up to $100,000 from Travel Alberta, if the operator provides $20,000 in funding.


  • Events and festivals that are two or more days in length and target overnight visitation
  • Events and festivals that charge an admission fee
  • Showcase collaboration with other Alberta tourism partners
  • Events and festivals occurring between Sept. 15, 2023 and March 31, 2024.

Note: All applications are now online. No applications from previous intakes will be allowed.

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

Eligible applicants

• Private Alberta based tourism businesses
• Indigenous businesses
• Not-for-profit organizations and municipalities with a focus on tourism
• Non-municipal partners must have been in operation for a minimum of three years

Ineligible applicants

• 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
• 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

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

Expenses must be incurred between Sept. 15, 2023 – March 31, 2024.

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.

Application Period: The fall application period is from September 12 to October 13, 2023.

Access the Grant Management Tool (GMT): Create an account or log in to the new Grant Management Tool (GMT). This is where you'll find the Events and Festivals application form.

Complete the 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.

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. We might decline projects that don't meet the criteria or if we have too many requests.

Application Review: After you apply, we will review and evaluate your application. We will send you a letter to let you know if your application is approved or not.

Grant Agreement: If your project is approved, you will receive a Travel Alberta Grant Agreement. Read it carefully and sign it.

Getting the Funds: Once everything is set and your project is approved, we will send you the money using something called Electronic Funds Transfer (EFT). This means we will transfer the money directly to your bank.

Full Funds Release: After your project gets the green light, and you give us all the documents we need, we will give you all the money we promised.

Investment Decision Timing: Funding decisions will be made in late 2023

Apply for events and festivals funding

The application period for events and festivals funding is now open until October 13, 2023. Please see application details above before applying.

Apply now

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