Experience Development Investment

Experience development marketing investment supports Alberta-based tourism industry operators registered in the province who are developing or enhancing an Alberta-based experience (such as a culinary tour or guided hike) that will be offered in the province for at least the next three years.

The experience development investment program is designed to meet the needs of tourism businesses in the development and marketing of new or enhanced tourism experiences in Alberta. The purpose of the investment is to help individual businesses mitigate the initial costs of developing and marketing these new experiences. 

The experience must meet the following Destination Canada definition of experiential travel:

“Travel that connects visitors with the essence of a place and its people by engaging visitors in a series of memorable travel activities revealed over time that are inherently personal, engage the senses and make connections on an emotional, physical, spiritual or intellectual level. Experiential travel responds to the desire of visitors to venture beyond the beaten tourist path, dive deeper into authentic, local culture, connect with people and enrich their lives.” 


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

Alberta-based tourism industry operators registered in the province who are developing or enhancing an Alberta-based experience that will be offered in the province for a minimum of three years are eligible to apply. Eligible applicants must be working with their respective Travel Alberta Experience Development Manager before applying for investment. Contact information for your Experience Development Manager are available here

Application Deadline

Applications must be submitted a minimum of two weeks prior to the start date of any development and/or supporting marketing activities.


Investment in experience development marketing activities may qualify for up to 75 per cent leveraged investment by Travel Alberta, up to a maximum reimbursement of $20,000 per application.

Organizations may submit applications for up to three individual experiences per fiscal year.

Experiences can include but are not limited to:

  • Western lifestyle/ranch
  • Indigenous
  • Culinary
  • Aurora/dark sky
  • City tours and day tours
  • Wildlife viewing
  • Winter experiences such as: snowshoe tours, fat biking, cross-country skiing etc.

Guidelines & Application Form

Contact Us

400-1601 9 Ave SE
Calgary, Alberta
T2G 0H4 Canada

Find Your Rep

Coop Marketing Investment

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