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Investment program: Co-operative Investment

Funding purpose: Supports tourism organizations in destination development and promotion initiatives.

Investment range: up to $150,000


  • Foster community alignment around a shared vision for tourism 
  • Support regional promotional strategies aimed at growing visitation and driving cash flow to tourism businesses 
  • Assist in organizing different types of events like cultural festivals, business conferences, and big sport events to make sure the local economy benefits in various ways and keeps growing steadily 
  • Projects must take place between April 1, 2024 and March 31, 2025.  
Lacombe Regional Tourism Association used the funds to grow brand awareness, complete destination development foundational research and provide local event support.

Eligible applicants

Your business must fit into at least one of the following categories: 
• Destination marketing/management organization
• Municipalities, chambers of commerce, and not-for-profits with a focus on tourism
• Industry associations with a focus/mandate in tourism development and promotion

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 falls into one of these categories: 
• 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)
• Retail businesses
• Restaurants

How to apply

Application details

Want to print these details?

Please read all eligibility requirements before applying. If you have any questions, please reach out to your Destination Development Manager. 

Destination Promotion

  • 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 

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 
  • Tourism membership fees (i.e. Indigenous Tourism Alberta and Tourism Industry Association of Alberta) 

  • Salaries, wages or management fees 
  • GST/HST 
  • Website development 

Note: Travel Alberta will not invest in destination development/promotion efforts led by a community which duplicates the efforts of an existing destination organization. 

Travel Alberta has the last say on what expenses are not eligible, even if they're not mentioned here.  

All anticipated expenses must be incurred between April 1, 2024 – March 31, 2025 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. 

  1. Application period: March 4 to 25, 2024 (now closed).  
    • Please note, should there be significant interest, Travel Alberta reserves the right to close the application period prior to March 25.  
  2. Access the Grant Management Tool (GMT): Create an account or log in to the Grant Management Tool (GMT) by clicking the “Apply now” button below. This is where you'll find the Rural Development and Promotion application form. 
  3. Complete the application: Fill out the application form. Remember, you can save your progress if you need more time or additional information before submitting. Only one application per organization per funding year.  
  4. Application review: After you apply, we will review and evaluate your application. We will send you an email to let you know if your application is approved or not. 
  5. Travel Alberta’s authority: Travel Alberta has the final say in managing funding requests. We might decline projects that don't meet the criteria or if we receive too many requests to fund.  
  6. Investment decision timing: The investment decisions for the intake period will be made in spring 2024.  
  7. Funding approval process: If your project is approved, you will receive a Travel Alberta Grant Agreement.  
  8. Delivery of funds: Once your project is approved and we have received all the necessary documents, the money will be sent to you through an Electronic Funds Transfer (EFT). This means the money will go directly into your bank account electronically. 
  9. Applicant’s reporting commitments: Successful applicants will be required to report results to Travel Alberta, as identified in the agreement. 

Tip: Take your time as you prepare your application. Ensure it’s complete and you meet all the requirements. 

Apply for Rural Development and Promotion funding

The application period for Rural Development and Promotion fund is now closed.

Thank you to all those who applied!

Compare the Rural Development and Promotion Fund to the...

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