Travel Alberta

Global Marketing

Travel Alberta's Global Market Action Plan (GMAP) is a road map for alignment. It's designed to assist Travel Alberta to deliver on our three strategic objectives by ensuring all marketing initiatives support our mission. This approach ensures our priorities remain top-of-mind and relevant for our team, provides a united direction as we work with our tourism partners and supports consistency in how we work with our clients globally. The traveller remains at the core of all our marketing activity.

2012 Expenditures and Person Visits by Market

Travel Alberta’s global marketing strategy is focused on sharing Alberta’s story with the world. We are invested in nine markets globally, including Canada, and activate this strategy through a multi-channeled approach. 

By taking a strategic approach to market planning while staying timely and relevant in each of the countries and regions served we remain creative, innovative and responsive to the needs of our travellers.

Travel Alberta targets those countries and markets with the highest concentration and volume of high-potential travellers. Our goal is to inspire Albertans to keep travelling in Alberta while at the same time driving awareness of Alberta experiences in our long-haul and international markets.

We activate our marketing strategy through a multi-channelled approach in nine key markets around the world. Through consumer direct, travel trade, media relations, MICE (Meetings, Incentives, Conventions & Events) and digital and social marketing, we reach targeted, high-yield travellers in these key markets.

  • North America

    Travel Alberta takes a year-round approach to marketing activation in our two largest markets – Canada and the United States.

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  • Overseas

    Travel Alberta is active in seven overseas markets: the United Kingdom, Germany, the Netherlands, Australia, South Korea, Japan and Mainland China.

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  • Marketing Channels

    We activate our marketing strategy through a multi-channeled approach to reach targeted, high-yield travellers in all our key markets.

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  • Selling Internationally

    International visitors show great interest in the Alberta experience and often stay longer and spend more than a domestic visitor, bringing incremental revenue into the province.

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