ABOUT THE PROJECT
A bold vision for strong economic growth
We’re on a mission to double Alberta’s tourism economy by 2035 by unlocking the untapped potential of rural and emerging destinations.
We're working in partnership with communities, tourism businesses, and investors to develop new world-class destinations, so Albertans across the province can benefit from a strong visitor economy.
Why develop tourism?
Investing in tourism helps make communities a better place to live, work, and visit.
- Communities with strong visitor economies make twice the municipal revenues per capita, and residents pay lower residential property taxes.
- Tourism-based communities benefit from enhanced amenities, like public transportation, cultural venues, and recreational opportunities.
- More visitors create a steady customer base for local businesses, creating great jobs and entrepreneurial opportunities.
Proud recipient of the 2024 Skift IDEA Award - Industry Innovators
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/Bighorn
- Canadian Badlands
- Foothills
- Lethbridge to Medicine Hat
- Southern Rockies
OUR DESTINATION READINESS FRAMEWORK
How did we assess the zones?
We continuously evaluate each zone through our rigorous investment framework to understand the potential, in partnership with local communities and leadership.
Demand & competitiveness
Labour & housing
Leadership & alignment
Indigenous tourism potential
Access & connectivity
Economic potential
How we're driving growth
Maximize iconic & gateway destinations
Leverage high visitor demand in the Rockies and cities by developing adjacent tourism hubs that relieve pressure on established destinations.
Develop high growth regions
Create and promote compelling itineraries that introduce visitors to Alberta’s hidden gems.
Attract investment
Proactively pursue investors and partnerships to bring new tourism products to market.
By leveraging market demand, de-risking investment, and fostering regional collaboration, we are building a stronger, more diversified tourism landscape.
Indigenous Engagement
We're committed to working with Indigenous Tourism Alberta to build relationships and facilitate Indigenous tourism opportunities throughout the province. Through this collaboration, we aim to support the success of Indigenous tourism entrepreneurs and the communities in which they reside.
Strong community and stakeholder engagement is key to sustainable tourism growth.
Thank you to everyone who participated in the initial TDZ engagement and provided feedback on the discovery reports.
Project status:
Discovery – Initial market research and opportunity identification (Completed)
Design – Itinerary development, prioritization, and regional planning (In-progress for emerging destinations)
Deal Flow – Investor attraction, planning and development (In-progress for breakthrough destinations)
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.