Purpose of this project
Travel Alberta is striving to double the tourism economy by 2035 by capitalizing on rural Alberta's untapped potential. Right now, nearly 60% of visitation and 75% of tourism expenditures occur in Calgary, Edmonton, Banff, Lake Louise, Canmore, and Jasper.
Extending visitor itineraries beyond these well-known destinations will spread the economic benefits of tourism across the province and support a sustainable sector. It creates a year-round tourism narrative that encourages Albertans to explore more of their backyard while creating space for international visitation in our more popular destinations.
Where are the zones?
After extensive engagement across the province, we identified 10 Tourism Development Zones (TDZ) with a high potential for tourism growth and economic impact over the next 10 years.
- Fort McMurray Wood Buffalo
- Northern Rockies
- Northeast Lakelands
- David Thompson
- Olds to Lacombe
- Cochrane/Sundre/Rocky Mountain House
- Canadian Badlands
- Foothills
- Lethbridge to Medicine Hat
- Southern Rockies
How did we identify the zones?
We carefully assessed each of the TDZs across 30 factors related to place, people, and product to determine an overall potential score.
Place
People
Product
Tourism has the potential to strengthen the economy, amplify culture, enhance the environment and foster innovation.
Indigenous Engagement
Indigenous tourism in Alberta enriches Indigenous communities and businesses by preserving cultural heritage, creating sustainable economic opportunities, and fostering cross-cultural understanding. Through authentic experiences, storytelling, and art, Indigenous tourism celebrates tradition, educates visitors, and contributes to the cultural and economic well-being of Indigenous peoples.
Travel Alberta is committed to working with Indigenous Tourism Alberta to build relationships and facilitate Indigenous tourism opportunities throughout the province.
Strong community and stakeholder engagement is key to sustainable tourism growth.
Thank you to everyone who participated in this phase of the initiative. We are now at the stage of co-designing short-, medium-, and long-term strategies that will grow Alberta’s tourism industry across the TDZs.
Unlock your potential
We want to hear from you. To learn more about tourism opportunities in your area, reach out to your Destination Development Manager.