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Travel Alberta’s new summer marketing campaign is designed to drive awareness and bookings for our tourism industry partners among Albertans and other Canadians.

With 68 per cent of Canadians indicating they intend to travel domestically this summer and 85 per cent of Albertans feeling comfortable travelling around the province, this campaign aims to encourage visitation across the province through the summer months.

Travel Alberta collaborated with Destination Management Organizations, Indigenous Tourism Alberta, airlines, and Expedia to ensure alignment across digital platforms, maximizing the marketing spend. Focusing on regions throughout the province – with a particular emphasis on the cities and rural areas – with radio, TV, search, and other digital media tactics, you can expect to see Travel Alberta’s campaign across multiple platforms this summer.

This collaborative approach has the power to make a real difference to Alberta’s tourism industry while helping accelerate Alberta’s economic recovery and spur job creation for Albertans. If we all choose Alberta vacations for just one-third of the trips we normally take out of the province, Albertans can make up for some of the international spending being lost because of COVID border restrictions.

What is Worth the Wait?

The campaign, worth the wait, is an overarching idea designed to elevate our tourism products and encourage Albertans and other Canadians to explore the province this summer, where and when it is responsible. It is meant to remind Canadians of the breathtaking landscapes and authentic experiences across all of Alberta. Worth the wait is a way to inspire travellers that getting to experience Alberta in-person is worth it and will elevate our industry.

What the summer campaign looks like

For an idea of some of the short and longer form videos that will be used in social media and across our campaign, check out this playlist and see the example below:

Adventure calls. Answer it this summer in Alberta, Canada.

Through imagery and video, the campaign captures the essence of summer by using warm colour tones, dynamic skies, focal lighting, and vivid, natural colours.

As Alberta industry partners, you have access to a wide selection of photography to use in marketing. Find these and more images in Travel Alberta’s Multimedia Library.


Travel Alberta summer campaign featured in local news

The summer campaign has already been featured in local news segments, increasing awareness of travelling around Alberta this summer. Here is a sampling:

How you can get involved

As always, please like, comment, and share posts from Travel Alberta’s traveller social channels with your audiences to help amplify this message to Albertans.


Please continue to use #explorealberta to share content to the travel community in Alberta.

Tourism Development Managers

Portrait of Lisa Lima

Lisa Lima

West Country & Central Prairies

Portrait of Yvonne Chau

Yvonne Chau

Southern Rockies & Calgary

Portrait of James Leppan

James Leppan

Manager, Destination Development

Wood Buffalo & Edmonton


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