Events and Festivals Marketing Investment

Event and festival marketing investment is for Alberta-based tourism organizations, non-profit associations, community groups or private operators marketing an event that run for two or more consecutive days and charge an admission.

Our industry partners are encouraged to contact Travel Alberta at the conceptual stage of a project to discuss ideas and review the investment criteria. After discussing the project with Travel Alberta, a written application is required. Once an application is submitted, a notification will be sent to the project manager within two business days of receipt. Upon review of the application, Travel Alberta will provide written confirmation of its level of investment in the project.


The intake of new applications for Travel Alberta’s Cooperative Marketing program is paused.  The Blue Ribbon Panel on Alberta's Finances is currently reviewing provincial finances to help inform the fall provincial budget. We will share information as it becomes available. Thank you for your patience.

Eligible Applicants

Applications that are organized and/or hosted by an Alberta-based tourism organization, non-profit association, community group or private operator, that run for two or more consecutive days and charge an admission are eligible.

Non-profit organizations and community organizations that have an annual marketing budget less than $20,000 are eligible to apply without partners. Organizations that have an annual marketing budget of $20,000 or more are required to apply for funding as a marketing partnership with a minimum of one additional tourism partner. Events hosted by a private operator require an additional tourism partner.

Application Deadline

Applications must be submitted a minimum of two weeks prior to the start date of any marketing activities.


Investment in events and festival marketing activities may qualify for up to 50 per cent leveraged investment by Travel Alberta for a maximum of three years. An additional three years of investment (at a reduced leverage for each additional year) may be available if steady and considerable revenue growth has occurred in the first three years of funding.

Driving visitation during need periods and need regions in the province is a focus for this investment.

Guidelines & Application Form

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400-1601 9 Ave SE
Calgary, Alberta
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Coop Marketing Investment

Contact your local experience development manager for support and information on how to develop your tourism-focused business.