Alberta is excited to welcome top travel agents from Germany and five other European countries at the invitation of DERTOUR Group, one of Europe’s leading travel groups, from February 21 to 26, 2026. The annual learning and exploration academy will take place in Calgary and Banff and will showcase Alberta’s world-class destinations and signature experiences, with a focus on winter and year-round travel.
With early indicators showing that 2025 is on track for another record year for the tourism sector, initiatives like this play a key role in driving new revenue opportunities for tourism businesses across the province, while driving continued economic growth and job creation.
“Hosting DERTOUR in Alberta presents a powerful opportunity to drive real economic impact while deepening our relationships in one of our most important overseas markets. As Alberta continues to gain global recognition as a destination of choice, this opportunity allows us to build on that momentum and showcase the incredible experiences that set us apart in every season," said Tannis Gaffney, Chief Marketing Officer, Travel Alberta.
DERTOUR is an international force in the tourism industry, operating in 16 countries and supporting millions of travellers each year in planning and booking their travel itineraries.
Hosting these distinguished guests in February reinforces Travel Alberta’s commitment to promoting winter travel, supporting a sustainable and year-round sector. By experiencing Alberta firsthand, travel agents will gain the knowledge and insights needed to effectively sell Alberta’s unique destinations and experiences.
As Alberta’s top service export, employing 10 per cent of the population, tourism plays a key role in the province’s economy. In 2024, visitors spent a record $14.4 billion in Alberta, supporting more than 86,000 full-time jobs, and generating recognition as a destination of choice from several international travel publications last year, including Wanderlust and Travel + Leisure.
“DERTOUR Campus Academy is the largest live training event of the DERTOUR Group, bringing together 300 travel agency partners from our German and several other European markets. Experiencing a destination live and in-person remains the best way for participants to truly get to know it. Combined with the workshops and roundtable sessions, they return home with extensive expert knowledge and product insights to support their day‑to‑day work at the counter – and to provide travellers with the best possible advice when planning their trips to Canada,” said Uta Martens, Senior Vice President Sales & Customer Service, DERTOUR Germany.
“Canada and especially Alberta is one of the core destinations for DERTOUR and Meiers Weltreisen. Following the DERTOUR Campus Academy, we expect up to a 20 per cent increase in demand for Canada,” said Jan Frankenberg, Director Longhaul, DERTOUR Germany.
DERTOUR Group represents several of Alberta’s key overseas markets; from January to October 2025, Alberta saw 139,000 incoming passengers from Germany, France, and the United Kingdom. Germany, DERTOUR’s head location, is Travel Alberta’s second largest overseas market and saw a growth of 53 per cent of incoming air passengers to the province in October 2025 compared to the same time the year prior.
