Travel Alberta

Alberta seeks to increase share of international tourism market

Alberta’s Tourism, Parks and Recreation Minister will promote Alberta as a must-experience travel destination and a sound place to invest when he participates in ITB Berlin, the world’s largest travel industry event.

From March 3 to March 7, Minister Richard Starke will meet with international tour operators, travel trade media, and key decision-makers in the hotel and airline industry in Germany. In 2012, ITB Berlin attracted exhibitors from 180 countries, 170,000 visitors and 7,000 travel writers.

“Tourism is an essential part of Alberta’s economy,” says Dr. Richard Starke, Minister of Tourism, Parks and Recreation. “Alberta’s presence at ITB Berlin will increase global awareness of Alberta as a year-round destination of choice for tourists, and help build key relationships and opportunities that will strengthen and diversify our economy in all regions of the province.”

With countries around the globe competing for international travellers, who tend to stay longer and spend more, ongoing promotion and dialogue with key decision-makers is critical to growing Alberta’s tourism industry from $7.8 billion to $10.3 billion by 2020.

Quick Facts:

•Alberta’s top five overseas markets in 2011 included: 
    ◦United Kingdom: 137,000 overnight person-visits and expenditures of $150 million.
    ◦Australia: 58,000 overnight person-visits and expenditures of $76 million.
    ◦Germany: 74,000 overnight person-visits and expenditures of $76 million.
    ◦Japan: 46,000 overnight person-visits and expenditures of $62 million.
    ◦The Netherlands: 33,000 overnight person-visits and expenditures of $28 million.

•The average international traveller spends $1,058 per trip in Alberta, while a domestic traveller spends $280 per trip.

“Industry participation at tradeshows such as ITB Berlin is important to grow tourism in Banff National Park, to attract major international markets to Canada, Alberta and Banff Lake Louise. We are pleased the minister has been supportive of the tourism industry and our destination.” said Stuart Hart, Director, Sales & Market Development, Banff Lake Louise Tourism

Minister Starke will also meet with representatives of DERTOUR, Germany’s top tour operator to North America. In December 2013, DERTOUR brought more than 600 top travel agents, key tourism partners and journalists from Germany, Austria and neighbouring countries to Alberta. An outcome of previous international missions, the event provided advanced training in selling Alberta vacations and has the potential to increase the number of German visitors to our province by 20 to 30 per cent.

The Germany mission is jointly led by Tourism, Parks and Recreation and Travel Alberta, with support from the Canadian Tourism Commission (CTC), Canada’s national marketing organization. Aligning Alberta’s marketing efforts with the CTC broadens Alberta’s reach and decreases cost.

Under the Building Alberta Plan, our government is investing in families and communities, living within our means, and opening new markets for Alberta's resources to ensure we're able to fund the services Albertans told us matter most to them. We will continue to deliver the responsible change Albertans voted for.

Alberta Tourism, Parks and Recreation