Travel Alberta

Driving U.S. Visitation

The United States is a natural market for Alberta tourism and Travel Alberta is exploring many innovative avenues to inspire the U.S. traveller to visit.

The strong U.S. dollar combined with Travel Alberta’s new year-round marketing strategy has opened up possibilities in the American short-haul and road travel segments, anticipated to translate into more travellers visiting our province this summer. We’re leveraging this potential in Montana and Washington, which are just a short flight away or a quick drive across the border.

Reminding those travellers the exchange rate is in their favour can tip the balance from choosing a “staycation” at home to taking an affordable trip to nearby Alberta. Our marketing efforts this summer will integrate awe-inspiring (remember to breathe) adventures with the message that Alberta is closer and more affordable that you think.

Tourism is already a key economic driver in Alberta. The visitor economy is a $7.4 billion industry that supports 19,000 businesses, employs more than 114,000 people and provided $3.4 billion in tax revenue, according to Statistics Canada.

Enhancing Brand Authenticity

Research shows customers have a stronger connection to photos and stories from fellow travellers. We are now building our brand’s authenticity by tapping into “user generated content” – sharing stories, photos, video and conversations from actual travellers who post on social media sites such as Instagram, Facebook, Twitter and YouTube. You’ll see Travel Alberta shift its marketing efforts to digital platforms wherever possible, since that’s where travellers are getting their information.

As well as sharing breathtaking experiences in our summer campaign, we’ll use facts and figures about our unique selling points to drive interest in Alberta as a tourism destination. For example, Alberta has 312 sunny days a year; the highest in Canada. We have more than 30 festivals a year. We have the world’s two largest dark sky preserves where the stars shine brighter, protected from city lights. And we have some of the world’s most beautiful and diverse landscapes, from the iconic Rocky Mountains in the west to the mysterious badlands in the south.

Power in Partnerships

Strategic partnerships with travel trade professionals will ensure Alberta experiences are readily available for travellers throughout the U.S market. Leveraging the relationship and reach these operators have with potential travellers will help to drive room nights and increase visitor length of stay. We’re working with TripAdvisor in all four key U.S. markets to ensure there’s plenty of terrific Alberta content, imagery and links. And by sponsoring their Alberta and Canadian Rockies pages, we can block advertising from our competitors.

Media partnerships with YouTube and YuMe will see us showcasing our brand videos widely throughout the summer.

For the first time this summer, Travel Alberta is working in partnership with key publications like the Los Angeles Times, the San Francisco Chronicle, the Houston Chronicle and United Airlines to fully integrate advertising, media and social media.

We’re also using paid social media to expand the reach of key influencers like the New York Times or LA Times. Travel Alberta will ensure that relevant Alberta content produced by these powerful U.S. voices will be shared with millions more on Facebook, Instagram and Twitter.

With a strong U.S. dollar as an extra incentive right now, this summer is a prime time for our largest international market to experience authentic Alberta adventures.


Travel Alberta