Travel Alberta

Experience Development Investment

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.

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

Application Deadline

Applications are open as of January 1, 2018, and will be accepted up until January 31, 2019. Applications must be submitted a minimum of one month prior to the start date of any marketing activities.


Investment in experience development marketing activities may qualify for up to 50 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.

For the 2018-19 fiscal year, regions of focus have been identified as:

  • Areas outside of the Canadian Rockies during the summer season
  • All areas of the province during winter and shoulder seasons
For the 2018-2019 fiscal year, Experience Development Investment applications must involve the creation or enhancement of an export-ready experience that supports one of the following categories and be offered in need periods and areas of the province:
  • Western lifestyle/ranch
  • Indigenous
  • Culinary tours
  • Aurora/dark sky
  • City tours and day tours
  • Transportation between areas of the province that are not currently available to the international markets, where there is demand
  • Unique accommodation, such as teepees, oTENTiks, comfort camping outside of provincial and national parks, and backcountry lodges
  • Wildlife viewing
  • Winter experiences other than downhill skiing