Travel Alberta

Hayden to promote Alberta at World Travel Market

Edmonton... Promoting Alberta as a must-see tourism destination is the focus of Tourism, Parks and Recreation Minister Jack Hayden’s mission to London, England for the World Travel Market (WTM), November 7-10.  In its 32nd year, the WTM attracts senior representatives from more than 180 countries and regions and more than 2,600 international media outlets each year.

“Building greater awareness of Alberta as a world-class destination is the first step towards growing our $5 billion tourism industry,” said Hayden.  “Travel Alberta is working with the Canadian Tourism Commission and Alberta-based operators to increase our market share of the world’s travellers.”

In 2009, Alberta’s top five overseas tourism markets were the United Kingdom, Germany, Australia, Netherlands and Japan.  More than 380,000 visits from these markets generated $410 million for Alberta’s economy.

“The competition for tourists is fierce, and the marketplace is crowded.  Alberta needs to stand out and capture the imagination of potential visitors,” added Hayden.  “This is an ideal opportunity to showcase Travel Alberta’s new brand and to make a strong impact on tourism operators and media from around the globe.”

Travel Alberta’s new brand highlights the unique and authentic experiences visitors can enjoy in Alberta’s breathtaking landscapes.  A new promotional campaign encourages visitors to “remember to breathe” and is a result of consultation with industry stakeholders across the province and in Alberta’s top international markets.  To learn more about Travel Alberta’s new brand, visit

The estimated cost of the trip including travel, accommodations and meals for Hayden is $12,500.

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Backgrounder: Minister Hayden’s itinerary

Media inquiries may be directed to:

Erin Larson
Public Affairs Officer
Tourism, Parks and Recreation


To call toll-free within Alberta dial 310-0000.

Travel Alberta