Growing our tourism industry to diversify our economy

Alberta’s government and Travel Alberta are supporting a strong rebound for the tourism sector as a key contributor to Alberta’s diversification.

Following two years that saw tourism and tourism-based communities struggle in the province due to the pandemic, Alberta’s tourism industry is experiencing a comeback.

To further help tourism-related businesses recover, Alberta’s government changed the mandate of Travel Alberta to a destination management organization. With this expanded role, Travel Alberta can better work directly with communities, businesses and entrepreneurs to develop new tourism experiences, products and destinations.

The agency is also working with airlines and airports to identify routes and opportunities for future growth. Many domestic routes have returned and Travel Alberta is working to reinvigorate international routes.

Alberta’s three-year tourism strategy, also known as the Bootstrap Plan, is centred around three pillars: marketing, air access and destination development. Together, the three pillars target every step in the process to grow Alberta’s tourism sector. By making strategic investments into each area, the government ensures that businesses throughout the tourism industry are positioned for high recovery and growth. 

With its new mandate, Alberta’s government has also increased Travel Alberta’s budget by $63 million over three years. These additional investments will position Travel Alberta to support economic recovery through the delivery of coordinated programs and services, as well as support and position Alberta for strategic, responsible and sustainable growth.

Over the next three years, Travel Alberta will invest more than $50 million to enhance and grow visitor products and experiences. This investment includes $3.75 million toward Indigenous tourism. Last year, Travel Alberta provided $12.1 million in direct support to 225 businesses. This means more opportunities for Albertans, and national and international visitors, to explore our province and have hands-on experiences.

Two programs are focused on strengthening businesses, experiences and communities in order to attract more visitors. Both programs fall under the destination development pillar and are currently accepting applications for funding.

Travel Alberta’s Product Investment Fund will provide up to $500,000 to support business growth and experience enhancement. Businesses, municipalities and startups can apply for funding to help them create new tours and experiences, purchase or build venues, or become more environmentally sustainable, for example.

The Cooperative Investment Fund will provide up to $100,000 to support rural and smaller communities to grow tourism revenue through workforce development, marketing and cultural activities, including events and festivals.