Our new business plan builds on the success of the first two years of the Bootstrap plan, as we evolve from industry recovery to long-term resilience and growth.
Key elements of the plan include:
CONNECTED TOURISM ECOSYSTEM
To ensure the most efficient and effective use of resources, we partner with regional and federal destination organizations to support both marketing and experience development activities.
ATTRACTING HIGH-VALUE TRAVELLERS
We prioritize attracting and retaining high-value travellers: the type of traveller likely to spend more per visit, yield the highest return on investment, travel off-season, visit more often, and make the most significant contribution to the province’s economic growth.
Generally, the farther away a traveller lives, the more time and money they will spend per person per visit to Alberta. That’s why our business strategies prioritize high-value travellers, while still welcoming travellers of all types.
Alberta’s Ultimate Travellers
ENABLING ACCESS TO ALBERTA
Travel Alberta is partnering with airlines and Alberta’s international airports to support new and more frequent direct flights to Alberta from key international markets.
Enabling accessibility means more than just ensuring strong modes of transportation to the province. We’re also working to ensure the visitor experience meets traveller expectations once they arrive.
Travel Alberta works with stakeholders across the government to support visitor-friendly access throughout the province, including business modernization, broadband connectivity, safety, and intra-provincial transportation.