Unlocking Winter’s Potential: A Guide for Small Tourism Operators in Alberta

Winter presents an exciting opportunity for smaller tourism businesses in Alberta to grow and thrive, even with limited budgets.  With the right strategies and understanding of travel trends, like coolcations, wellness travel or agri-tourism, the unique allure of Alberta’s snowy landscapes, festive culture, and outdoor adventure opportunities can help small operators attract travellers and generate significant revenue. By focusing on collaboration, creativity, and customer experience, you can position your business as a key player in Alberta’s thriving winter tourism market. 

Winter tourism vs. operating in winter

Winter tourism is more than just maintaining year-round operations. It’s about creating and promoting experiences that celebrate the season.  

For small operators, this means shifting focus from simply staying open to crafting experiences that attract travellers specifically for winter. Think cozy snowshoeing tours, rustic retreats, or small-scale holiday markets that leverage Alberta’s natural beauty and community spirit. With a strategic approach, small budgets can go a long way toward making winter your business’s most profitable season. 

1. Understand your target audience

Knowing who your ideal winter traveller is will help you create experiences that resonate with them.  

Start by conducting research to understand the demographics, interests, and travel behaviours of your ideal audience. Doing your research will also help uncover travel trends for your audience segment that will help you build your winter strategy. Using these insights, you can design product offerings to strategically target these travellers. Everything from pricing to positioning and branding will influence your potential customers. Using a data-informed approach to your audience strategies, you can successfully plan your offerings and attract the right type of traveller to your tourism business. 

Key questions to ask: 

• What type of traveller am I most likely to attract during winter—families, couples, or solo adventurers?
• What motivates winter visitors to choose small, unique businesses over larger operations?
• How can I use local knowledge or storytelling to appeal to my audience? 

Strategies to consider: 

• Use free or low-cost online tools like Google Trends or social media insights to learn more about your audience’s interests.
• Focus on niche audiences, such as eco-tourists or those seeking off-the-beaten-path experiences.
• Highlight the personal touch and authenticity that small operators naturally provide.
• Use our Tourism Indicators dashboards to view snapshots of tourism and market trends, that can help you make more informed decisions

2. Develop high-demand winter themes and products

There is a strong and growing demand for winter experiences and accommodations, presenting significant opportunities for operators ready to elevate their offerings. 

Research highlights that travellers are increasingly seeking transformative experiences that leave a lasting impression. In Alberta, unique opportunities such as aurora and northern lights viewing with heated outdoor spaces, scenic train journeys, wellness retreats, Indigenous storytelling and cultural experiences, and outdoor adventures serve as powerful trip anchors for international visitors from the U.S., Europe, and Asia. 

Additionally, the rising trend of “coolcations” sees many travellers opting to embrace winter, either as a new experience or as an alternative to traditional sun vacations. Alberta’s stunning winter landscapes and diverse offerings position local tourism operators to capitalize on these evolving travel preferences and deliver unforgettable winter escapes. 

Key questions to ask: 

• What winter experiences can I create using my existing resources?
• How can I make my offerings stand out without requiring a large budget?
• What seasonal trends can I tap into to attract attention? 

Strategies to consider: 

• Offer low-cost experiences like guided nature walks, DIY holiday crafts, or storytelling evenings around a fire.
• Leverage natural assets, such as nearby trails or scenic views, to create affordable, memorable activities.
• Package your offerings with a personal touch, like hand-written thank-you notes or homemade treats. 

3. Collaborate and integrate into itineraries 

Partnerships can expand your reach and make your business part of a bigger winter story. Attracting high-value travellers requires more than just one or two awesome experiences – it requires compelling and accessible traveller itineraries that will encourage visitors to stay for one or more nights, spending in local restaurants, shops, experiences, and accommodations. Every tourism business, no matter the size, can attract new visitors by fitting into multi-day traveller itineraries in partnership with other operators.  

Key questions to ask: 

• Which local businesses share a similar audience and can collaborate with me? 

• How can I bundle my offerings with others to create attractive itineraries? 

• What free or low-cost ways can I cross-promote with other operators? 

Strategies to consider: 

• Partner with nearby businesses to create combined experiences, such as a joint day pass for activities or dining discounts. 

• Team up with local community groups to participate in or host small-scale winter events. 

• Look at what is offered in your region and either partner with other organizations to co-promote your tourism businesses, or market to similar audiences so travellers can see the multi-day potential 

4. Craft a strategic marketing plan

Marketing doesn’t have to break the bank—creativity can make a big impact. Promote Alberta’s winter appeal with innovative strategies that tell our winter story, highlighting our serene landscapes, thrilling activities, and luxury experiences through stunning visuals and storytelling. 

Marketing Alberta in winter as a tranquil, uncrowded alternative to busy destinations will also resonate with high-yield travellers who may be looking to get off the beaten path and experience something new.   

Key questions to ask: 

• What no-cost or low-cost marketing channels can I use to reach my audience? 

• How can I create compelling content that tells the story of my winter offerings? 

• What promotions can encourage early bookings and word-of-mouth referrals? 

Strategies to consider: 

• Use free social media platforms like Instagram or Facebook to showcase your offerings through photos and videos. 

• Encourage user-generated content by asking customers to share their experiences online and tag your business. 

• Offer early-bird discounts or referral bonuses to encourage bookings. 

Our colder months campaign, Face Your Wild, invites travellers to explore the wild, wonderful side of winter in Alberta.   

To download winter photography and videos for free, visit our Multimedia library

5. Prioritize customer experience and feedback

Great experiences lead to repeat business and glowing reviews. Seek opportunities to learn from your customers to understand where your offerings really shine, and where they may need some work.  

Key questions to ask: 

• How can I create moments that feel special and personal for my guests? 

• What simple touches can make my offerings stand out to visitors? 

• How can I collect and use guest feedback to improve my offerings? 

Strategies to consider: 

• Train staff (or yourself) to provide warm, personal service that makes guests feel valued. 

• Surprise customers with small gestures, like complimentary hot drinks or souvenirs. 

• Follow up with guests to thank them and ask for feedback, which can help you refine your offerings and generate positive online reviews. 

6. Partner with Travel Alberta’s Destination Development Team

Travel Alberta’s destination development team is a valuable resource for small operators looking to grow their winter tourism offerings.  

With a focus on supporting businesses of all sizes, Travel Alberta can help you: 

• Understand trends and insights about what winter travellers want. 

• Connect with other operators to build collaborations and partnerships. 

• Provide you with resources to plan and expand your current offerings into the winter months.  

By working with Travel Alberta, you can take advantage of tools and expertise that amplify your efforts, even with limited budgets. 

The time is now

Small tourism operators are the heart of Alberta’s tourism industry, and winter is your chance to shine. By focusing on affordable, unique experiences, fostering partnerships, and creating lasting memories for your guests, you can unlock the potential of Alberta’s winter season and set your business up for year-round success.