Travel Alberta

Meetings, Incentives, Conventions & Events

With the second largest number of head offices in Canada, Alberta has a significant opportunity to grow the number of business meetings held in our province. Travel Alberta develops a broad range of MICE programs and activities that maximize the sales impact on Alberta meetings and incentive destinations. We accomplish this through in-market promotions, industry education and FAM tours with meeting professionals from around the world. Our objective is to provide room night referrals associated with a meeting component and conversion opportunities direct to industry through this multi-faceted strategy.

MICE is a highly competitive channel; the meeting delegate is the highest yield traveller of all tourism channels. Travel Alberta, in collaboration with Business Events Canada (BEC), has developed a broad range of programs and activities to maximize Alberta’s presence and differentiate Alberta from other meeting destinations. This is accomplished through Travel Alberta’s in-market representation, attendance at industry events and marketplaces, continued industry education and site/FAM tours with qualified meeting professionals from our target markets.

Key activities
  • Develop relationships with global industry organizations and key influencers through events, marketplaces, sales missions, client meetings and sites/FAMs
  • Leverage Alberta brand messaging
  • Develop key digital and social channels to connect with MICE influencers
  • Expand in-market partner opportunities
  • Deliver room night referrals from MICE activities to Alberta industry

For more information, contact the Meetings, Incentives, Conventions & Events team at or visit the MICE website.

  • In-Market Representation

  • Eastern Canada – Ottawa ON
  • Midwest U.S. – Minneapolis MN
  • Eastern U.S. – Washington DC
  • Western U.S. – Los Angeles CA
  • Europe – London U.K.
  • Mice Resources

  • American Society of Association Executives (ASAE)
  • Canadian Society of Association Executives (CSAE)
  • International Special Events Society (ISES)
  • Meeting Professionals International (MPI)
  • Professional Convention Management Association (PCMA)
  • Society of Incentive Travel Executives (SITE)