Travel Alberta

Alberta will host top travel professionals from Germany

In December 2013, Alberta will be hosting the 2013 edition of DERTOUR Academy, the prestigious incentive and destination promotion event for the travel industry in Germany and Austria.

DERTOUR is one of Travel Alberta’s leading key tour operator accounts in Germany. They will bring more than 600 top travel agents, key tourism partners and journalists from Germany, Austria and neighboring countries to Alberta to provide advanced training in selling and promoting Alberta vacations.

Travel Alberta is working with DERTOUR and Alberta’s tourism industry to showcase the authentic experiences our province has to offer. Bringing Alberta’s tourism brand to life for these professionals will help them to inspire German travellers to book Alberta. Travel Alberta and DERTOUR held a series of learning sessions in Calgary and Banff in January to showcase details of the DERTOUR Academy, how it will impact tourism in the province and why industry should be involved.

View/download DERTOUR presentation.


You can also learn more about the German market and DERTOUR Academy’s impact on Alberta tourism by clicking here

“This event and Travel Alberta’s partnership with DERTOUR will have a huge economic impact for Alberta,” says Royce Chwin, Travel Alberta’s Vice-President of Global Marketing and Communications. “This experiential learning in Alberta is critical in the sales process.“ 

Destinations that have previously hosted the DERTOUR Academy have shown increases of at least 20 per cent in traffic from Germany to their destination in the following year. For Alberta, this means potential of an incremental 15,800 visitors from Germany, spending an additional $16 million in the province. The event itself will bring over 4,000 room nights to Alberta representing an economic impact of $432,000.

Germany is Travel Alberta’s second largest overseas market. All of Travel Alberta’s marketing initiatives in Germany are carried out in tandem with tour operators as most travellers from this market still view them as their preferred booking method for long-haul travel. The latest data from Statistics Canada shows that in 2011, there were 74,000 overnight person-visits to Alberta from Germany, resulting in $76 million in trip expenditures. German travellers to Alberta stay an average of 10 nights and spend an estimated $1027 per person.

For more information on DERTOUR Academy or to find out how you can get involved, contact Darlene Fedoroshyn, Travel Alberta's Marketing Director, Europe and Australia at  

Travel Alberta