Travel Alberta


Market Status

Market insight

Germany is the biggest economy in the Eurozone with a population ready and eager to travel. According to ITB World Travel Trends Report 2015-16, travel confidence in Germany is strong and saw a three percentage point increase over last year. According to the International Monetary Fund, real gross domestic product in Germany is expected to grow by 1.6% in 2016 and the country will remain a driving force of the Eurozone.

Outbound travel from Germany grew 2% in 2014 and is expected to grow another 2% in 2015, according to ITB. In 2014, 28% of Europeans said that despite difficult economic conditions, they would like to take more international trips than the year before.

The German long-haul leisure traveller perceives Canada as a top travel destination. According to Destination Canada's 2014 Global Tourism Watch, approximately 5.6 million German travellers report interest in visiting Canada. Alberta has great opportunity to capitalize on this demand with compelling experiences and strong air access. Alberta has daily non-stop flights from Germany and connecting flights and charters during the summer months, including the Icelandair connection via Reykjavik to Edmonton and continued service by KLM from Amsterdam to Edmonton.

Awareness of Alberta as a travel destination is still low in Germany and Travel Alberta will continue to leverage our partnership with Destination Canada to reach our targeted customers through brand extension.

We will also continue to partner with Destination British Columbia on a Canada's West marketing approach as most German travellers visit both B.C. and Alberta on a trip to Canada.

Opportunity for growth

Strengthen awareness for Alberta through strategic partnerships and grow visitation during winter and shoulder season.

Key initiatives

  • Continue to leverage the success of the Dertour Academy from 2013
  • Expand reach with key trade partners through new partnerships such as Live Alberta 2016
  • Invest in marketing partnerships that will help to diversify Alberta product and grow visitation throughout the province
  • Position Alberta in the MICE segment through strong vertical alignment with Alberta industries