10 tips for succeeding in tourism: Lessons along the route

As anyone who works in tourism can attest, this industry is dynamic, collaborative, and deeply rooted in local community connections.

At Travel Alberta, we have the pleasure of working with passionate folks who make up this energetic community of hardworking entrepreneurs, businesses, and leaders. Each one of them makes Alberta a better place to live, work, and visit.

From these connections across the province, both big and small, we asked two members from our team, who have a combined 36 years worth of experience in tourism, to offer tips on succeeding in tourism for the long run.

Whether you're new to the field or are a seasoned operator looking to grow, here are 10 essential tips for thriving in tourism, especially in developing regions.

1. Be flexible and embrace change

The only constant in tourism is change. From shifting policies to evolving community priorities and visitor expectations, flexibility is essential. Stay open-minded and adjust your strategies when needed. Be ready to “roll with the punches,” and this adaptability will keep your business relevant and resilient.

In other words, it’s always great to have a Plan B in place, whether that’s an alternative itinerary, a backup supplier, or a different marketing approach. Simply having an alternative plan makes you mentally more comfortable with the potential for change and helps you respond quickly when the unexpected happens.

2. Capitalize on trends

Do your research and see what’s working well in other places. According to the BBC, travel trends like stargazing, holiday romance, nostalgia tourism, sleep tourism, and digital detoxes are on the rise for 2025. Start thinking about how you could align to traveller demand while staying authentic to your identity and goals.

For example, why not position your rural cabin as an “off-the-grid” digital detox or creative retreat? Or design the ultimate Hallmark-worthy couples package as the perfect romantic getaway? No need to redesign your entire business plan to chase the latest trends, rather keep a finger on the pulse so you stay top of mind for travellers from near and far.

3. Build meaningful connections

Tourism is a people-driven industry. Your success depends not only on what you offer but also on who you know and how you engage with those around you. Take the time to attend industry conferences, workshops, and local tourism events. These events are often the starting point to building partnerships with other businesses, municipalities, and organizations. When we partner with one another, it fosters innovation and spurs the promotion of ideas that you otherwise wouldn’t have thought of.

We regularly highlight upcoming events on LinkedIn and in our industry newsletter, Connections, which is filled with valuable insights, opportunities, and updates. Make sure you’re subscribed and following us, as well as the Tourism Industry Association of Alberta and Indigenous Tourism Alberta, for the latest news and events. Your local Destination Marketing Organization (DMO) can also be a great resource for discovering relevant and worthwhile opportunities in your region.

4. Connect with your community

Strong local support creates an engaging experience for visitors. It’s not uncommon for visitors to ask a barista, shopkeeper, or gas station attendant, “What’s fun to do around here?” or “Where’s a good place to eat?” You want the locals to immediately think of your experience. That starts with genuine, ongoing relationships with those in the community.

At the same time, help residents see the value of tourism in their daily lives. Educate them about how your operation contributes to the local economy, creates jobs, and enhances regional pride. Partner with municipalities to remove barriers to tourism growth and share your story at community events, in schools, or with local publications.

5. Partner with your DCD manager and local DMO

Your Destination and Commercial Development (DCD) manager is a key partner in your success. Keep them informed about what’s happening in your business and community, they can’t support what they don’t know about. And don’t just wait for funding opportunities; tap into their expertise for coaching, strategic advice, and access to valuable tools and resources. Their role is to help you grow, build capacity, and stay competitive.

Equally important is your local Destination Marketing Organization (DMO). They’re not just marketers, they’re advocates for your region with a shared mission: attract visitors to the area, support the visitor economy, and enhance the overall tourism experience. Work with them to market local attractions, foster partnerships, and strengthen community support for tourism. A strong relationship with your DMO can open doors for you.

6. Focus on authentic experiences

Visitors crave authenticity, and that starts with you. That means being genuinely passionate about what you're building. Offer experiences that feel local and immersive, not cookie-cutter or overly commercialized. If your product reflects real community values, visitors will notice. The goal is to inspire them to come back or tell their friends about the amazing time they had here.

Even as a larger operation or franchise, there are ways to weave in local elements that make you unique. Your decorations could be art from a local artisan, pastries from the nearby bakery or offer soap from your local artisan bar. These little touches go a long way in showing your commitment to the community you operate in.

7. Support and promote your neighbours

Tourism is a key part of your region’s economic and visitor ecosystem, so why not give a little TLC to your neighbours. The more there is to do, the longer people stay in an area, so don’t be afraid to reach out to other operators in the region. View neighbouring businesses as part of your success, not competition.

You can use our ATIS platform to see who else is operating near you and see if they are open to connections. Use your social media to showcase not only your business, but also other nearby attractions, accommodations, and dining spots so you can paint a full picture of the visitor experience.

8. See it through the visitor's eyes

Always step back and experience your region like a traveller. Is your signage clear? Is it easy to find information about things to do? What’s the first impression your community gives? You want the visitor experience to be seamless and welcoming. A friendly smile or a fresh cookie goes a long way in helping guests remember the ‘wow’ factors.

Take a test ride through your business as if you were a guest and see what your experience is like. Don’t forget to think about things you remember from your own travels too. This perspective can highlight gaps and opportunities you may not see from the inside.

9. Put the work into your investment application

When applying for an investment, treat each application as if it's your first. Don’t assume the reviewers have prior knowledge of your business. If this is not your first time applying for a specific funding program, it is still valuable to be thorough, thoughtful, and show how you've evolved. Programs and priorities shift, so be sure to review the details of your application to ensure that it aligns with current expectations.

10. Be clear about your goals

Clarity and focus are a critical part of your business planning, whether you are applying for investment or not. You can have big dreams, but you need to know how to get there. Clearly lay out what you aim to achieve this year, in the next 3-years, 5-years, or even 10. If your long-term goal is multiple cabins with spa experiences, outline what is achievable and in what time frame. Whether it’s for funders and partners or your own growth plans, you need to know where you want to go.

Your business plan should be the bread and butter of your operations to help you through thick and thin. Here are some helpful links to get you started.

Final takeaway

Success in tourism doesn’t look the same for everyone. It doesn’t always mean massive infrastructure or international reach. Sometimes, it’s as simple as asking yourself: “Would I want to live here? Would I want to return?” Create experiences that answer “yes,” and you’re on the right path.

Every step, whether big or small, is a step towards enhancing and growing tourism in your region. And developing tourism in your region is a step towards our overall goal to increase tourism spend to $25 billion by 2035. We can do this!