Travel Alberta


A changing world requires a dynamic strategy. By taking a strategic approach to market planning – while maintaining market relevance in each of the countries and regions served – we are efficient, flexible and innovative.

We position Alberta as a destination of choice by capturing consumer interest with the right information, in the right place, at the right time. We continue to offer compelling invitations to visit Alberta by matching authentic experiences to traveller needs.

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.

2012 Expenditures and Person Visits by Market

  • North America

    Within Canada, Alberta is our largest market for visitation and tourism expenditures. Outside of Canada, the United States is Alberta’s largest market and has tremendous potential for increased destination awareness and visitation.

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  • Overseas

    Travellers coming from outside Alberta bring incremental wealth into the province, propelling and diversifying our provincial economy.

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  • Marketing Channels

    We activate our marketing strategy through a multi-channeled approach.

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  • Selling Internationally

    When working with different cultures, it is important to ensure you can meet their diverse needs and expectations.

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