United States

Market Insight

The United States remains Alberta's largest international market and all indicators for leisure travel show continued potential to increase visitation and spending. An increase in direct air access to Calgary and Edmonton international airports makes travelling to Alberta easier.

Current exchange rates represent an opportunity to capitalize on the increased purchasing power of Americans in Alberta.

Travellers from the U.S. include leisure, business and Visiting Friends and Relatives (VFR). Travel Alberta leverages all marketing channels as part of our global marketing strategy to drive awareness of Alberta experiences and create a sense of urgency to visit Alberta today. An "always-on" multi-channel approach is necessary to influence travellers through each stage of their purchasing decision.

California, Texas, Washington and Montana are key targets for Alberta, based on aspects such as proximity, air access, population size and high concentration of Free Spirits and Cultural Explorers.

Market status for United States

Opportunity for growth

  • Leverage the strength of the U.S. dollar to increase seasonal and regional visitation, expand marketing within new segments to grow Alberta's market share.

Key activities

  • Continue to create demand to visit Alberta from high potential markets and market segments
  • Leverage the strong Canada brand by partnering with Destination Canada and provincial partners
  • Leverage the value of U.S. dollar to drive incremental expenditures and length of stay
  • Invest in marketing partnerships that will help to diversify Alberta product and grow visitation throughout the province