People collaborating in hotel

NEW TOURISM ADVOCACY GROUP

A new advocacy group for our industry launched at the Travel Alberta Industry Conference October 27-29, 2019 in Banff. The industry-led Tourism Industry Association of Alberta (TIAA) has a mandate to help grow and sustain the province’s visitor economy, foster strategic partnerships and drive innovation, investment and the development of new visitor experiences.

Alberta entrepreneurs and tourism-related businesses are the backbone of our industry, and the TIAA aims to help foster industry participation, which is key to driving success in all corners of the province.

In keeping with the public-private partnership approach to growing our visitor economy, as outlined on page 37 of the UCP election platform, partnerships with tourism businesses are essential to Travel Alberta’s ability to deliver on its mandate.

In an interview with CBC, TIAA spokesperson Alida Visbach said that from lodging to accommodation to retail, the association will bring a “broad sectoral representation” to the table.

"We hope to have a cohesive group together that will work with government in an advocacy role to help create policy," said Visbach.

Our Team Alberta approach works, and this new association—working in collaboration with the Government of Alberta and Travel Alberta—will help further amplify the importance of the visitor economy in Alberta.

Once the TIAA website is available with contact information and membership details, we will share that here and through our Connections e-newsletter.