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Dear Partners,

During what is already a busy holiday season for our industry, I want to take a moment to share my gratitude for this past year and optimism for the season ahead.

Thanks to the innovation exemplified by Alberta’s tourism industry, we’re well on track to double the value of our visitor economy by 2035. And we couldn’t do it without all of you, here on Team Alberta.

We’ve seen incredible growth in our industry this year, with our busiest summer since before the pandemic. Our summer marketing campaign drove nearly a million clicks directly to our partners’ websites, leading to more than 15,000 room night bookings and a significant contribution in tourism spend across the province.

And we’ve received international recognition, as Alberta was the only Canadian destination that made National Geographics 2023 “Best of the World” list, with a special focus on our incredible authentic Indigenous tourism experiences.

I’m already seeing this momentum continue into the winter season, as so many of us around the province tune up our skis and hit the slopes.

It takes a collaborative effort – from the business operators to the marketing folks to the boots-on-the-ground workers. These are successes we should all be celebrating.

The future of Alberta’s visitor economy is exciting, and we’re just getting started.

I hope to see you in January at the Tourism Town Halls.

All the best of the season.

David Goldstein

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