Travel Alberta

Travel Trade

Tour operators, travel agents and online travel agencies (OTA) are critical to the success of our tourism marketing initiatives. Travel professionals who understand Alberta experiences and products will achieve greater success in selling our destination to their customers.

We inform, inspire and educate these travel professionals to become advocates for Alberta and in turn connect their clients to the right Alberta experiences. These industry professionals can drive increased visitation to the province through the sales process by understanding our competitive strengths and differentiating Alberta against our competition, to ultimately close the sale and grow visitation to the province. 

We continue to build strong relationships and innovative campaigns with OTAs such as Expedia, Travelocity and Orbitz. These powerful information sources and booking platforms reach millions of unique viewers every month.

Key activities
  • Build strong relationships with travel trade professionals to further extend Alberta’s reach into our markets
  • Facilitate joint marketing agreements, Alberta destination training, FAM trips, sales missions and itinerary development
  • Leverage Alberta brand messaging
  • Leverage trade marketplaces and in-market trade events to strengthen influencer relationships

If you have North America Travel Trade questions, email or visit to learn more about the North America Travel Trade team and how we can assist the travel trade community with various marketing resources to connect and sell the Alberta destination.