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Investment program: Product Development

Funding purpose: Support new and emerging tourism businesses.

Investment range: Non-matching investment up to $75,000.


  • Business/community is of strategic importance to defined travel corridors and/or the project is in alignment with local/regional tourism master plans
  • Creates a new purchasable tourism experience within Alberta
  • Contributes to job creation and economic growth
  • Diversifies the seasonality of product offering for the operation/region
  • Support the Indigenous tourism sector
  • Support sustainability practices within the tourism operation
Couple hiking in Donalda.

Eligible applicants

• Private sector Alberta based tourism businesses in operation from 6 months to 3 years, with a business plan showcasing strong potential growth
• Tourism offering must be available no less than 120 days per year.

Ineligible applicants

• Businesses who have been in operation for 3+ years
• Organizations under the jurisdiction of the provincial or federal government
• Non-Alberta based businesses
• Applicants whose projects will be completed during the approval process
• Vacation property rentals
• Retail
• Restaurants
• Airports
• Casinos
• Travel Agencies
• Transportation Services (Taxi, limo, and private vehicle rental, leasing or purchase)
• Virtual tourism offerings

How to apply

Application details

Cheryl Greiginger, owner and operator of Forage and Farm in Millarville, Alberta

Please read all eligibility requirements before applying

  • Please refer to the eligible infrastructure and/or asset purchase expenses in the Growth and Innovation streams above
  • Up to $5,000 in promotional expenses (including ad buying and media FAM trips)
  • Experience pilots
  • Interpretive programming development including costs related to the enhancement and/or development of a new tourism experience
  • Business planning and marketing strategy development by a qualified third party
  • Content development including photography, video, and written content (shot list must be included with the application)
  • Website development and online sales platforms
  • New membership fees

  • Please refer to the ineligible infrastructure and/or asset purchase expenses in the Growth and Innovation streams above
  • Lease/purchase of commercial vehicle if organization already owns a vehicle for guiding operations. 
  • Salaries or wages for company
  • Agency or other management fees
  • Costs which Travel Alberta, at its discretion deems ineligible

Expenses to be incurred between April 1, 2023 – March 31, 2024. Expenses will need to be invoiced by a qualified third party and documented in the financial reconciliation.

  • Revenue generation
  • Job creation
  • Visitation (domestic and international)

  • Please submit an Expression of interest (EOI) for your incubator project. The next EOI intake period for an incubator project does not open until early 2024. 
  • Once a Travel Alberta Destination Development Manager approves your EOI, a link for an online application will be forwarded to you. Please note – receiving an application link from Travel Alberta does not guarantee funding. All questions or inquiries can be sent to
  • Incubator applicants will only be eligible for funding for 2 of 3 years of funding, with no funding in successive years. Following a business's third year of operating they become eligible for Travel Alberta’s Product Development Fund programs.  
  • It is the sole discretion of Travel Alberta to manage funding requests and decline projects that may not qualify or if the program is oversubscribed. 
  • Once a funding recipient has been approved, a Travel Alberta Grant Agreement will be formulated. 
  • The funding will be sent via Electronic Funds Transfer (EFT).
  • Upon approval of the project, and receipt of all required documentation, 100% of approved funds will be released to the organization.  
  • Investment decisions will not be made for approximately six weeks following the closing date.

Apply for incubator funding

Applications for incubator funding are now closed. Please check back in early 2024. 

Compare the Incubator Fund to the...

Growth Fund          Innovation Fund         
Rural Development & Promotion Fund    Events & Festivals Fund