Investment Program FAQs

Travel Alberta’s Tourism Investment Program is aimed at supporting the growth of Alberta’s tourism industry. It provides financial assistance and consultation to tourism businesses, communities, and organizations to help them enhance their products, services, and experiences, develop new products, and grow visitation.

The main goals of the programare to foster new product development, spur investment, and drive economic growth within Alberta’s tourism sector.

There are three funds:

• Events and Festivals: to grow or activate new events and festivals that charge admission, drive overnight visitation,and are two or more days in length 
• Rural Development and Promotion: to support regional promotional strategies aimed at growing visitation to rural destinations and drive cash flow to local tourism businesses
• Product Development: to create a new purchasable tourism experience within Alberta

For more details on the Investment Funds, please review the Tourism Investment Program details here.

Please review the full eligibility criteria for each Investment Stream here: https://industry.travelalberta.com/programs-and-services/apply-for-investment

Your application will be declined if you do not meet the eligibility criteria. We are still able to provide you with other support and encourage you to meet with your Destination and Commercial Development Manager.Refer to Destination Development Team to find out who the Destination and Commercial Development Manager is for your specific region.

On the Industry Hub, navigate to the Programs & Services and select the Apply for Investment page. Each Investment Fund has its own application, so it is important to choose the program that best aligns with your project plan. Application links will only be available when we are accepting applications. Applications are completed and submitted through Travel Alberta’s Grant Management Tool.

You can visit the Travel Alberta Industry Hub regularly to find out when the program opens or you can sign up for Connections Newsletter on the Industry Hub, scroll to the bottom of the page to “Get industry updates” and fill in your contact information. A new newsletter comes once per month directly to the email address you provide.

When the programs are open for application, you will find the links to the Investment Program on the Industry Hub website under Programs and Services.

No. It is your responsibility to ensure you are staying connected through Connections Newsletter or checking in on the Industry Hub to get important tourism information including when the intake opens.

It is your responsibility to submita complete application during intake. We cannot extend the intake period to accommodate individual circumstances. 

No, the Expression of Interest only pertains to the Product Development Fund.

No, the Expression of Interest (EOI) is a pre-requisite for the Product Development Fund application. The Destination and Commercial Development team will review your submitted Expression of Interest and evaluate against eligibility criteria, strategic priorities, and determine the viability and readiness of the project. If your EOI meets the requirements, you will be invited to complete a full application.

No, an expression of interest is required to apply for the Product Development Fund.

The next investment intake will be in the fall of 2025. Exact dates for opening and closing of the application process will be communicated in advance of the intake in the Connections newsletter and on the Travel Alberta Industry Hub website.

Yes, you should submit a separate application for each event. All associated expenses must be incurred between April 1, 2026, and March 31, 2027. Please note that while you can submit both applications at the same time, funding for both events are not guaranteed.

Yes, you can. However, the maximum any one organization can receive per intake is $500K.

Yes, you can apply for funding under more than one stream (ie. Event & Festival and Product) however, the maximum combined, eligible grant disbursement for a single organization is $500K shared across all successful applications.

No. If you are a Destination Organization or Municipality and are promoting or supporting an event in some way, you should include your support for the event in an application to the Rural Development and Promotion Fund. Only the event organizer may apply for the Events and Festivals Fund.

No, organizations must submit their own applications.

Yes, Travel Alberta requires an organization to have a bank account in the organization’s name as we provide payment through an electronic funds transfer (EFT).

If you have previously received funding from Travel Alberta, you can apply again if you meet the eligibility requirements, have completed previously funded projects, and do not have outstanding reporting obligations. Please note that Travel Alberta prioritizes applicants with the strongest business plan that has the highest potential to positively impact visitor spend. 

The limit of EOIs submitted is one per company.

Yes, you need to have secured at least 50% of your capital for the project at the time of application. This helps to ensure that projects will be completed within the required timeline specified in the agreement.

“Shovel-ready” means a project that is ready to start construction immediately with all necessary permits, approvals, and planning already completed. It implies that no further delays or complications are anticipated before breaking ground. In other words, where applicable:

• The project has been fully designed, engineered, and detailed, ensuring that all aspects of the construction are well defined
• All permits, licenses, and approvals from relevant authorities have been obtained
• No further delays or obstacles are expected before construction can begin.

No, you must have your permits in hand at the time of your application submission.

You can apply for an expression of interest for the Product Development Fund. However, if you make it through the expression of interest stage you will need a business plan for your application. You are not required to have a business plan when applying for the Rural Development Fund and Events and Festivals fund, however other documentation and information will be required.

Your Destination and Commercial Development Manager can provide guidance support, business plan templates, research, as well as data and insights. We recommend you first refer to our Industry Hub for research, resources, and business plan resources. 

While we do not have an investment program specifically for Indigenous organizations and tourism operators, the growth of indigenous tourism experiences and unique accommodations are one of our corporation’s priorities. Please contact Blaine Mirasty for more information about our programs. Indigenous Tourism Alberta also has a number of resources available. 

You can contact the Destination and Commercial Development Manager that is responsible for your specific region. Please refer to the Travel Alberta Industry Hub > Destination Development Team to find out who your Destination and Commercial Development Manager is. 

To make the greatest impact on Alberta's visitor economy, we prioritize investing in projects that are most likely to support thriving communities through economic impact and job creation. A minimum investment amount allows us to provide more impactful and measurable support to projects. If your project doesn't meet the threshold, our destination development team would still love to work with you on long-term business planning to identify future opportunities so you can best position yourself for future intakes.

Each Investment Fund details a list of eligible expenses. We encourage you to refer to the relevant pages to learn more. 

• Events and Festivals
• Rural Development and Promotion
• Product Development

Please note that Travel Alberta reserves the right to exercise discretion in determining the eligibility of expenses, including those not explicitly listed here. Eligible expenses are subject to change.

Travel Alberta has requirements and priorities for each of our Investment Funds. Our programs are focused on developing emerging destinations, Indigenous tourism, seasonal diversification, and job creation, in alignment with Travel Alberta’s business plan. The key priorities are outlined in detailon the page for each fund and more information can be found in Travel Alberta’s business plan. Alignment with Travel Alberta’s priorities, among other factors, is taken into consideration during the evaluation process. You can find Travel Alberta’s Business Plan here.

Travel Alberta’s funding decisions are made through a competitive process which includes a full evaluation of the application, required documents, and the business plan. The selection process is completed by a committee of tourism development professionals. Applications are based on their merit and potential to contribute to the growth of tourism in Alberta and alignment with Travel Alberta’s strategic priorities.

There is no way to guarantee your application will be successful as the program is highly competitive. The things that you can do to help increase your chance for success include: being prepared in advance of the intake, submitting a complete and thorough application, putting effort into the supporting documentation including a detailed business plan (where applicable),and demonstrating alignment with Travel Alberta’s priorities.

There are articles on the Industry Hub that will guide you on how to submit a strong application.

If you receive an investment from Travel Alberta, you are obligated to spend the funds on the eligible expenses agreed upon in your application, to keep accurate records, and to provide reporting as per the contract details accurately and on time. Failure to do so may result in a required repayment to Travel Alberta and/or denial of future funding.

It means that there is demand for the product, experience, service, etc. you are proposing and that demand isn’t already being served by existing businesses. For example, there is a shortage of accommodation in an area demonstrated by high year-round visitation and occupancy at other accommodations.

Due to the competitiveness of the program, we must make tough decisions meaning not all applications will be approved even if they meet the eligibility requirements. In these instances, we assess many different factors including business plan (where applicable), application completeness, alignment with priorities, and project benefits.

While we thank you for your application, there is no appeals process for funding decisions. Travel Alberta manages funding requests and may deny projects based on in-eligibility, incomplete applications, or competition.

You will receive an email letting you know that your application has been approved. A team member will also follow up shortly thereafter to begin working with you on an agreement to formalize Travel Alberta’s commitments to you and your commitments to us related to your approved funding.

When you click on the appropriate application or expression of interest link, you will be required to log into the Travel Alberta GMT. If you are a first-time user, you will be asked to create a GMT account using an email address and password. Be sure to save this log in information in a safe a secure place to refer to later. You may want to bookmark this page so you can navigate back to it easily later. If you already have an account, you will need to log in using the email address associated to your account. Travel Alberta GMT Login.

For log in related questions, refer to What is the Travel Alberta Platform or contact the us at taplatform@travelalberta.com.

No, but you will have a better user experience using a desktop computer. Please ensure the application is complete and all attachments are included.

Yes, we would be pleased to support you. Please contact Tourisminvestment@travelalberta.com

There is a “forgot password” option in the Grant Management Tool. Please note, Travel Alberta does not have access to your password. If you can’t remember it, you will have to reset your password.The system will prompt you for everything that you need to complete the reset.

For log in related questions, refer to What is the Travel Alberta Platform.

Or contact us at taplatform@travelalberta.com

The more accurate, complete, and detailed your application is the greater the chances of success.

You can save the application form part way through.Each section/page must be completed before you can save. You will see the SAVE and NEXT button, at the end of each section. By pressing the SAVE button, your application will be saved up to that point.

As the Expression of Interest is only one page long, there is no SAVE option.

No, you will not automatically receive a copy of your completed application once you have hit the “Submit” button. You can review details and the status of your application by logging into the GMT and viewing “My Applications”. 

Once you press “submit” on your application, you will receive an email as confirmation of receipt with an assigned application or EOI number.If you do not receive an email advising we have received your application after you have submitted your application, please contact the Tourism Investment team at TourismInvestment@travelalberta.com  

No, once you submit your application, you will not be able to make edits or resubmit. You can make changes when your application is in “draft."

If you realize you have made a mistake with your application after submitting it, please contact the Tourism Investment team at Travel Alberta by emailing TourismInvestment@travelalberta.com.The team will assess issues on a case-by-case basis.

Once submitted, you will receive an email as confirmation of receipt with an assigned application number. You can see a high-level status of your application in the Grant Management Tool under “My Applications” at the top right. You will be notified by the date communicated in the Connections newsletter or Industry Hub when a final decision will be made.If you do not receive an email advising we have received your application after you have submitted your application, please contact the Tourism Investment team at TourismInvestment@travelalberta.com. 

If you are experiencing problems with your application or the Grant Management Tool, you can contact the Tourism Investment team by emailing TourismInvestment@travelalberta.com. 

The funds will be deposited in your account with the financial institution in your file, typically between mid-May and mid-June. Release of funds is conditional upon having a final, signed Grant Agreement.

If you didn’t receive the full amount requested in your application, it may be due to several factors - most commonly the competitiveness of the program or the presence of ineligible expenses. However, other considerations may also have influenced the final funding decision. Your Destination and Commercial Development Manager will further discuss the expenses with you.

If you are approved for less funding than requested and can’t complete all planned activities with the reduced amount, you must contact your Destination and Commercial Development Manager prior to entering into an agreement with Travel Alberta. They will discuss the situation and explore options for adjustments that may need to be made to your plans and funding. Failure to do so may result in denial of future funding.

No, you cannot keep any unspent funds. If you do not spend all the funds received, you will be sent an invoice from Travel Alberta requiring you to return the unspent funds. Please note that all the funds spent must still be eligible expenses. If funds are spent on ineligible items, the funds are still required to be returned to Travel Alberta.

Contact your Destination and Commercial Development Manager as soon as possible.