Travel Alberta


Market Insight

Travel Alberta is considering Mexico a new market entry. Although active in Mexico between 2006 and 2011, Travel Alberta exited the market due to decision made in June 2009 by the Canadian Federal Government which required visitors from Mexico to obtain visas for travel. This decision resulted in a drop of Mexican visitation by some 50% to Canada. However since this time there has been a major shifts in the market and politically which indicate a much greater opportunity for Alberta today.

In December 2016 the Federal Government chose to lift the requirement for travel visas by Mexican visitors replacing it with the Electronic Travel Authorization (eTA). This decision coupled with an increased in air capacity to Canada has elevated the importance of the Mexican market and has permitted pent up demand from the Mexican travelers to once again consider Alberta as a vacation destination.


Opportunity for growth

Mexico is the #9 largest source of overseas visitors to Canada from Destination Canada’s 2016 data. This represents 2.1 million potential travelers from Mexico, with a market share for Alberta at approximately 36% or 737,000 potential travelers.

In 2017 Destination Canada predicts an estimated 36% market growth for Mexico due to several factors:
  • The Canadian Federal Government decision to drop the travel visa requirement for Mexican travellers replacing it with the eTA
  • Airline seat capacity between Mexico and Canada has increased by 39% year over year. In June 2017, a daily non-stop flight was introduced between Calgary and Mexico City by Aeroméxico. This nonstop flight is instrumental in making it easier and more convenient for Mexican travelers to visit Alberta.
  • Mexican travelers are considering Canada over the USA, largely due to the international political climate and a favourable exchange rates between the Mexican peso and Canadian dollar. 

Key initiatives 

  • Leverage Alberta’s tourism brand to build a digital and social-first marketing in Mexico targeting high potential independent leisure, group and business travelers.
  • Align and leverage the Canada brand by partnering with Destination Canada on marketing initiatives. 
  • Sustain and grow air access for Mexico by partnering with Aeroméxico on digital marketing strategies.
  • Partnership agreements with online travel agencies such as Expedia to increase awareness and bookings to Alberta from the Mexico market. 
  • Foster relationships and support marketing programs with key tour operators and receptive operators. 
  • Engage and host Mexican social influencers and digital editorial media in Alberta, creating advocacy and awareness for Alberta’s tourism experiences.
  • Concentrated efforts on positioning Alberta as an exciting winter travel destination. Mexican travelers largely visit Canada in winter and spring, therefore Alberta’s ski/snowboard and winter experiences combined with city attractions are considered world-class. We will be opportunistic in our strategy to grow summer visitation.