Market Insight

Alberta remains a core market for growing our visitor economy in combination with strong growth in international visitation and expenditures. Albertans spend almost $5 billion annually travelling the province and this revenue contributes to all levels of the economy.

The pride Albertans have for Alberta is our competitive advantage. Travel Alberta's marketing presence in Alberta will inspire its residents to support their province by exploring new places, trying new experiences, and inviting their out-of-province friends and relatives to visit.

We will continue to engage Albertans to influence purchase decisions as they make travel plans, placing a greater focus on content marketing. We provide insider knowledge and first-hand experience to local influencers, resulting in compelling stories that increase positive engagements with locals.

Our marketing efforts showcase both the icons and the hidden gems from across the province through timely information and relevant travel packages. Together with Alberta's tourism marketing partners, we provide Albertans with information about our unique experiences via our website, robust social media platforms and various digital channels. And we will continue to work closely with Alberta experience providers to increase the availability of market-ready product. Driving visitation during shoulder seasons and "need periods" will be our focus, while we also work to maintain high occupancy in popular tourism destinations.

Market status for Alberta

Opportunity for growth

  • Strengthen Alberta's regional marketing opportunities to deliver compelling reasons for Albertans to choose world-class tourism experiences at home.

Key initiatives

  • Execute an advocacy strategy that fosters "pride of place" in Albertans, and continue to create demand for Albertans to travel within Alberta.
  • Capitalize on lower Canadian dollar to increase regional travel frequency and spend per trip.
  • Increase awareness of lesser known Alberta travel experiences.
  • Grow visitation from Visiting Friends and Relatives (VFR) and other high value audience segments.
  • Continue to invest and support industry-led regional marketing efforts