Looking back and celebrating tourism in 2024

This year has been filled with incredible moments that shaped and strengthened Alberta’s visitor economy. As 2024 draws to a close, let’s take a moment to reflect and celebrate these milestones together. 

Government of Alberta releases its long-term tourism strategy 

In February, the Government of Alberta unveiled a bold new long-term tourism strategy aiming for $25 billion in annual tourism expenditures by 2035. As the provincial destination management organization, we’re proud to champion this vision and unlock Alberta’s full potential. 

ATIS launches 

October marked the launch of the revamped ATIS platform, empowering Alberta’s tourism operators to market their experiences online for free. Informed by real feedback from Alberta’s tourism industry, this tool supports industry growth as we aim for ambitious targets. 

All-Season Resort Act passes 

In many jurisdictions in Canada and internationally, all-season resorts offer travellers the opportunity to experience a destination at all times of the year and allow businesses to overcome seasonality challenges. Now, with the passing of the All-Season Resorts Act, Alberta businesses have the same opportunity.  

Destination development managers (DDMs) on the ground 

 Our destination development managers are our “boots on the ground” working tirelessly to support tourism destinations and operators in their growth journey.  

From delivering impactful presentations on the value of tourism and leading collaborative working groups to shape local strategies to driving regional growth and supporting major industry announcements, our destination development managers have been at the forefront, championing Alberta’s tourism industry every step of the way. 

Calgary’s BMO centre opens 

The new BMO Centre, Western Canada’s largest convention facility, opened in Calgary this past summer and is estimated that it will generate over $100 million annually while creating thousands of jobs. With 500+ events already booked, it’s a hub for business tourism. 

Rendez-vous Canada is hosted in Edmonton 

In May, Edmonton hosted Rendez-vous Canada (RVC), Canada's premiere tourism marketplace. With over 1,500 attendees, 47,000 appointments facilitated and millions in sales contracts, the marketplace was a complete success!  

Jasper shows resilience after devastating wildfire 

After a challenging wildfire season, Jasper displayed resilience and determination, rebuilding stronger and highlighting Alberta’s enduring strength. 

Indigenous Tourism Alberta and Travel Alberta release joint engagement report 

In partnership with Indigenous Tourism Alberta, we released a joint report in September reflecting our shared histories and a commitment to relationship-building, guided by respect and reciprocity and a deep sense of responsibility.  

Travel Alberta recognized for exceptional campaigns and strategies 

Our mighty team continues to deliver award-winning campaigns and strategies that deserve to be celebrated! This year we saw numerous awards from numerous esteemed organizations, recognizing our efforts in driving impactful tourism initiatives. 

• Skift Idea Awards for 3D tours and Tourism Development Zones 

• CIO Award for immersive 3D tours 

• World Tourism Film Awards for Sky Painter and To Be Albertan 

• Web Excellence Awards for travelalberta.com 

• Anvil Awards for Sky Painter in multiple categories 

Minister Schow and Travel Alberta’s CEO take Winter of Warmth Tour 

Last winter, the Hon. Joseph Schow, Minister of Tourism and Sport, and our CEO, David F. Goldstein, met with operators across Alberta to better understand their opportunities and challenges, reinforcing our commitment to year-round tourism development.

Explore Edmonton recognized by Lonely Planet

In October, Edmonton was named one of Lonely Planet's Best in Travel 2025 destinations! The city was recognized for its one-of-a-kind experiences, year-round adventures, and dedication to sustainable travel. 

Although this article highlights only a few snippets of the incredible milestones reached in 2024, we know that this past year has been one of growth, resilience, and collaboration for Alberta’s entire tourism industry. With award-winning campaigns, strengthened partnerships, and a commitment to year-round tourism, we are proud to celebrate the achievements that have shaped this incredible year and look forward to even greater success in 2025.