Canada


Market insight

Canadian travellers account for 95 per cent of Alberta's total visitation and 75 per cent of total expenditure.

Travel Alberta has a strong consumer marketing focus in British Columbia, Saskatchewan, Ontario and Quebec and will leverage a devalued Canadian dollar to influence travellers to choose homegrown experiences.

Our marketing activities target Free Spirit and Cultural Explorer travellers in these target markets, which collectively make up 21 per cent of the population in Canada. Smart marketing and brand positioning is essential to maximize the potential with these high-potential travellers.

With a customized marketing approach to each channel and the presentation of compelling Alberta video, messaging and storytelling, we will maximize Alberta's brand exposure and showcase our province to the rest of Canada. Year-round marketing initiatives in all domestic markets will be aimed at creating an emotional connection between the traveller and the Alberta experiences they're looking for.

In addition to the marketing investments and efforts Travel Alberta makes in Canada, we continue to be a critical resource for Alberta's tourism industry in promoting domestic travel. By working together and aligning our national strategy and investments, as Team Alberta we will encourage Canadians to spend their travel dollars in Alberta.

Market status for Canada

Opportunity for growth

  • Leverage Alberta's tourism brand through seasonal and regional marketing initiatives in targeted domestic markets to create an emotional connection with Canadian travellers.

Key initiatives

  • Continue to create demand to visit Alberta from high potential domestic markets and market segments
  • Capitalize on lower Canadian dollar to drive incremental revenues and length of stay
  • Grow visitation from Visiting Friends and Relatives (VFR) and other high value audience segments