Travel Alberta

Tapping Into Lucrative Asia Market

Asia continues to drive growth for global outbound travel and Travel Alberta is helping our tourism partners at home tap into this lucrative market through a multi-channelled approach, including promoting the Alberta experience directly to travel trade from China and Japan.

“China is the largest outbound travel market in the world, and Japan is key for Alberta as well,” said Darlene Fedoroshyn, Travel Alberta’s Marketing Director for Asia. “These events in-market help build the relationships with tour operators and decision makers that can bring visitors to Alberta.”

China has emerged as one of the top long-haul source markets and is now the world’s second-largest economy after the United States. According to ITB World Travel Trends Report 2013-2014, Chinese travellers took 45 million international trips in 2012 and spent US$84.4 billion. China’s GDP is expected to grow 7.1% in 2015.

Recently, Travel Alberta participated in Destination Canada’s annual Showcase Canada Asia in Shenyang, China. Held from October 19-23, the showcase brought Canadian suppliers together with more than 100 qualified buyers from mainland China, Taiwan, Hong Kong, South Korea and Southeast Asia. Joining Travel Alberta were Banff Lake Louise Tourism, Tourism Jasper, Edmonton Tourism and Tourism Calgary, as well as 17 Alberta industry partners. With a focus on winter, the Travel Alberta team conducted over 120 trade appointments with buyers.

In order to further promote winter in Alberta, Travel Alberta also organized a dinner for 80 Chinese buyers as well as Alberta destination marketing organizations (DMOs) and industry partners. Along with networking with Alberta partners, buyers also had the opportunity to take photos in front of Alberta backdrops, helping them picture themselves visiting the province in the winter. They also saw videos of each region to showcase Alberta’s winter possibilities.

Japan is also a key market for Alberta, with a non-stop flight available from Tokyo-Narita to Calgary. Japanese travellers took 19.4 million outbound trips and spent US$47.3 billion on international travel in 2012 according to ITB World Travel Trends Report 2014/2015. 

Focused in part on increasing hotel room bookings, Travel Alberta helped lead Destination Canada’s Focus Canada Japan event in Osaka, Japan.

Focus Canada Japan brings over 70 Japanese buyers together with Canadian suppliers. This year, the format featured a business to business (B2B) marketplace floor as well as market updates. As a partner in Canada Theatre, Travel Alberta also had the opportunity to present to the delegates directly. Along with Tourism Calgary, Edmonton Tourism and Banff Lake Louise Tourism and six Alberta industry partners, Travel Alberta promoted awareness of Alberta and its unique winter attractions.

Want support attracting global visitors? Visit the Marketing Insights page on Travel Alberta’s industry website.


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