Travel Alberta


Market Status

Market insight

Australians continue to travel the world on increasingly unique quests, according to Fairfax Media. The Australian Bureau of Statistics reports that the drop of the Australian dollar against the U.S. dollar makes travellers cautious, but often does not deter their travel interest in North America.

Although there are no direct flights from Australia to Alberta, service is leveraged through the gateways of Vancouver and Los Angeles, with increased capacity in the summer months with Air Canada, Qantas and Air New Zealand. In August 2014, Diio Mi reported that 60% of Canada's visitors from Australia entered via the U.S., which presents great opportunity for dual-nation itineraries.

According to Destination Canada's Global Tourism Watch 2014, 2.7 million Australian travellers are interested in visiting Canada in the next two years. Alberta is in a good position to take advantage of this as Australian travel experts report the Rocky Mountains and national parks in Alberta are commonly part of sought-after holiday packages.

Independent travel is also on the rise with industry experts reporting increases in length of stay for tailormade Canada itineraries, providing the opportunity to expand on product and increase room nights and spending.

Travel Alberta will continue to leverage our partnership with Destination Canada and a strong Canada brand to reach potential travellers.

Opportunity for growth

New air service into Vancouver creates increased capacity, opportunity to extend seasonality and grow visitation in shoulder season.

Key initiatives
  • Capitalize on the increased demand for FIT travel by positioning unique, experiential and themed products
  • Leverage the new air service as well as increased capacity to Canada with airline and airport partnerships
  • Engage the digitally connected traveller through year-round marketing targeted with relevant content
  • Work with travel trade to increase visitation during need periods and diversify experience offerings within Alberta
  • Grow independent travel visitation throughout the province
  • Position Alberta in the MICE segment through strong vertical alignment with Alberta industries