Travel Alberta

Travel Alberta announces strategic direction for 2013-2016

Travel Alberta’s fourth strategic plan since becoming a Crown corporation in April of 2009 is now available online to view or download. The corporate publication outlines Travel Alberta’s business and marketing approach for the next three years, 2013-2016.


“In 2012, many Alberta tourism operators experienced their best year since the global recession in 2008,” said CEO Bruce Okabe. “This is significant progress for Alberta and underpins our marketing approach in 2013-2016.”


Travel Alberta’s actions and activities will continue to support the following strategic objectives:

  1. Bring Brand to Life
  2. Defend and Grow the Business
  3. Mobilize Industry
  4. Drive Organizational Excellence

Details of these strategic objectives along with Travel Alberta’s corporate scorecard and an overview of the marketing approach for domestic and international markets are available within the document.

Our job is to identify markets with great potential, inspire travellers with compelling invitations, and make it easy to purchase an Alberta experience,” said Royce Chwin, Vice President Global Marketing and Communications. “Travel Alberta will continue to leverage a strong tourism brand within our marketing campaigns to inspire interest and visitation to all corners of the province.”

Travel Alberta is the tourism marketing organization for the Government of Alberta that is governed by the Travel Alberta Act and a Board of Directors accountable to the Minister of Tourism, Parks and Recreation.

Travel Alberta