Events & Festivals Fund

• Funding ranges from $25,000 to $150,000 per project.
• Applicants must contribute at least 25% of total eligible event or festival costs.
• Travel Alberta may fund up to 75% of total eligible project costs, within the funding cap.
• The maximum combined eligible investment per organization is $150,000 for all successful applications in a funding year.

• The applicant must be an Alberta-based tourism business, Indigenous tourism organization, not-for-profit organization, Indigenous community, or municipality with a focus on tourism.
• Non-municipal partners must have been in operation for a minimum of three years.
• The event or festival must occur between April 1, 2026, and March 31, 2027.
• The event or festival must be held over two or more days and target overnight visitation.
• The event or festival must charge an admission fee.

Who is eligible?

• Alberta-based tourism businesses
• Indigenous tourism organizations
• Not-for-profit organizations with a focus on tourism
• Indigenous communities with a focus on tourism
• Municipalities with a focus on tourism

Who is not eligible

• Charitable and fundraising organizations hosting events
• Organizers of local community events
• Hosts of amateur sport tournaments
• Planners of consumer and trade shows or conferences
• Organizers of political events
• Events common across multiple communities (e.g., Canada Day celebrations)
• Business improvement areas
• Events that do not charge admission
• Events not accessible to the public

Eligible expenses

• Logistical and production costs
• Performers, artists, and artisan fees
• Rental of security barriers, toilets, tents, lighting, sound equipment, and venues
• Permits and insurance
• Hiring of a production company
• Costs associated with sustainability initiatives for the festival
• Promotional support
• Creative development and agency fees for integrated marketing campaigns
• Fees for radio, TV, print, and digital advertising promoting tourism
• Social media strategy and implementation, including contracted community management
• Public relations and associated fees
• Content development including photography, video, and written content (with required shot list)
• Website development and/or E-commerce platforms

Eligible geographic areas

• Alberta

• Ability of the event to drive overnight visitation and promote tourism growth.
• Event duration of two or more days with a focus on establishing it as an annual fixture.
• Timing of the event, with priority given to those held during shoulder or winter seasons to encourage year-round tourism.
• Potential for collaboration with Alberta tourism partners to strengthen regional impact.
• Demonstration of growth, new activations, or expanded programming if the event previously received funding.

• Applicants must contribute at least 25% of the total event or festival costs themselves.
• Organizations may submit multiple applications for different events within the same funding year, but the combined maximum funding for all applications is $150,000 per organization.
• If previously funded for the same event, applicants must demonstrate new growth, activations, or expanded programming with the new funding request.
• The funding is transferred via Electronic Funds Transfer (EFT) after the funding agreement execution.