Travel Alberta

Provincial Budget Reinforces Tourism’s Importance to a Strong, Diversified Economy

Tourism works for Alberta, and its role as an economic driver was supported in Alberta’s 2016-17 provincial budget released on April 14, 2016. An $8 billion industry, tourism plays an important part in driving revenue, diversifying the economy and contributing to the vitality of communities across Alberta.

Tourism is one of the world’s fastest growing industries, and Travel Alberta will continue to mobilize Team Alberta, using its $49.5 million budget, to support industry and implement its marketing strategy throughout the province, Canada and target markets around the world. Alberta’s tourism industry plays a critical role in helping to showcase Alberta as an attractive and competitive destination to live, work, visit, play and invest.

“Tourism is a growing industry in Alberta, supporting 19,000 businesses and 127,000 jobs in all regions of the province,” said Royce Chwin, CEO, Travel Alberta. “No one industry can offset the impact of a weakened energy sector, but a strong tourism industry creates economic growth and diversification.

A Crown corporation, Travel Alberta is the tourism marketing agency of the Alberta government, accountable to the Minister of Culture and Tourism. Since 2009, Travel Alberta has been working in partnership with a dedicated industry and passionate stakeholders to enhance tourism resources, programs and services to make Alberta a better place to grow and succeed.

The provincial budget allocated $62 million to support tourism development and marketing, including the following:

  • $49.5 million to support tourism marketing initiatives through Travel Alberta
  • $11.5 million to the ministry’s Tourism Division in support of industry development

Alberta currently receives more than 34 million person-visits each year, generating tax revenue, supporting job creation, economic diversification and prosperity.   

“The momentum we’ve built as Team Alberta is picking up speed and our strategy remains consistent – we will grow tourism revenue in Alberta to $10 billion by 2020,” said Chwin. “Team Alberta is passionate, innovative and resilient.”

Moving forward, Travel Alberta meets with industry and the public at the Tourism Industry Town Halls held throughout the province from May 5-18, 2016. This year’s Town Halls provide a chance to learn about the many programs and services available to help grow tourism businesses across Alberta.

More information on the 2016 budget can be found at To learn more about Alberta Culture and Tourism, and its programs and initiatives, visit

Travel Alberta