Travel Alberta was established in 2009 as a Crown corporation to serve as Alberta’s official tourism marketing agency. Created to replace the province’s previous tourism branch, it was given a clear mandate to market Alberta’s assets, attractions and opportunities, promote the province as a destination, and support tourism operators in marketing their products. Its mission is to showcase Alberta as a premier travel destination and increase visitor numbers, thereby driving growth in the provincial economy.
Over time, Travel Alberta has evolved into a broad-based destination management organization. It works closely with industry stakeholders to create and promote compelling experiences, help local businesses develop new products, ensure visitors can access destinations, and foster alignment across the tourism sector. By acting as a facilitator, it maximizes Alberta’s visibility while ensuring a cohesive, high-quality visitor experience across regions.
Tourism is a vital driver of Alberta’s economic, cultural and community development. It is considered the province’s top service export and an essential component of diversification. A strong tourism sector drives GDP growth, creates meaningful jobs, and supports infrastructure and amenities that enhance quality of life. Travel Alberta therefore positions tourism as a leading economic engine that fuels small businesses, attracts investment, and strengthens communities.
The organization also plays a central role in cultural and community development. By showcasing Alberta’s diverse experiences, it celebrates local identity and heritage. Indigenous tourism is a major priority, recognized both for its visitor appeal and for its role in reconciliation and community resilience. In recent years, Travel Alberta has partnered with Indigenous Tourism Alberta to support entrepreneurs in developing new experiences and expanding their reach. These initiatives are not only about creating tourism products but also about preserving culture and building stronger communities. Similarly, Travel Alberta supports festivals, events and local initiatives that attract visitors, foster community pride and generate economic benefits across the province.
In 2022, Travel Alberta’s mandate was broadened following the pandemic, transforming it from a marketing agency into a full destination management organization. It now works more directly with communities and entrepreneurs to support product development, planning initiatives, and even air access improvements. Backed by significant increases in government funding, the agency invests tens of millions annually in programs that promote strategic, responsible and sustainable tourism growth.
As an intermediary for financial support programs, Travel Alberta manages investment frameworks that channel over $15 million annually into the sector. These funds support business innovation, product and experience development, infrastructure upgrades, sustainability improvements and Indigenous-led projects. At the community level, municipalities and regional organizations can access funding for destination development and marketing, as well as for festivals and events that drive visitation. A particular emphasis is placed on innovation, sustainability and seasonal dispersion, ensuring that Alberta’s tourism growth is balanced and future-oriented.
By fulfilling these roles, Travel Alberta has become a linchpin in the province’s tourism and regional development ecosystem. It operates at the intersection of government, communities and industry, building collaborative relationships that advance shared goals. Partnerships with federal agencies, regional tourism bodies and industry associations ensure coordinated growth. This collaborative model has been reinforced by the creation of new industry coalitions working alongside Travel Alberta to strengthen the sector over the long term.
Today, Travel Alberta stands as a key driver of Alberta’s economic diversification strategy. Through targeted investments and a renewed focus on development, it is rebuilding the visitor economy and positioning the province for sustained growth. Its work goes beyond attracting visitors – it ensures that tourism growth translates into community benefits, job creation and cultural vitality. In just over a decade, Travel Alberta has become a cornerstone of Alberta’s tourism landscape, a catalyst for innovation and inclusivity, and an ambassador for everything the province has to offer.
