Closed
Events & Festivals Fund
Last Update: March 4, 2026
Alberta, Canada
Supports multi-day tourism events to boost overnight visitation
Grant and Funding
Overview
The Events & Festivals Fund provides up to $150,000 to support multi-day events and festivals that drive overnight tourism in Alberta. Eligible activities include logistical and production costs, artist fees, venue rentals, promotional support, and creative marketing initiatives.
At a glance
Funding available
Financing goals
- Develop strategic partnerships
- Develop an online presence
- Reduce the ecological footprint
Eligible Funding
- Maximum amount : 150,000 $
- Minimum amount : 25,000 $
- Up to 25% of project cost
Timeline
- Open Date : October 1, 2025
- Closing date : October 20, 2025
Eligible candidates
Eligible Industries
- Arts, entertainment and recreation
- Accommodation and food services
Location
- Alberta
Legal structures
- Non-profit
- Public or Parapublic institution
- For-profit business
Annual revenue
- All revenue ranges
Organisation size
- All organization sizes
Audience
- Indigenous Peoples
Non-profit candidates
Sector of operation
- Culture and Arts
- Economic, Social and Community Development
Target groups
- General public
- Indigenous peoples
- Rural / Remote communities
- Business owners / entrepreneurs
- Artists / creatives
Revenue structures
- All structures
Scope
- Municipal
- Regional
- Provincial
Activities funded
- Expansion or enhancement of existing multi-day events and festivals that encourage overnight stays.
- Initiation and development of new multi-day events or festivals designed to attract tourists for overnight visits.
- Transformation of events into annual fixtures focused on increasing visitation beyond peak seasons.
- Collaborative tourism events involving partnerships with other Alberta tourism organizations.
- Projects that extend the tourism season by organizing events during shoulder or winter periods.
Examples of admissible projects:
$ 139,000
Developing an annual theatre showcase festival with touring artists
$ 126,000
Collaborating on a shoulder-season mountain outdoor sports festival
$ 106,000
Transforming an annual multicultural fair into a winter event series
$ 110,000
Creating an off-peak food and beverage festival with local vendors
$ 142,000
Launching a new winter Indigenous cultural festival in the city
$ 145,000
Expanding a summer jazz festival with new regional performers
Eligibility
- 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
Selection criteria
- 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.
How to apply
1
Review eligibility requirements
- Carefully review all eligibility requirements listed by the program
- Verify that your organization and project type fit the fund's criteria
- Ensure your event scheduling aligns with the eligible period (April 1, 2026 – March 31, 2027)
2
Gather required documentation
- Prepare all documentation to demonstrate project eligibility and organization background
- Gather financial documents proving the ability to contribute at least 25% of total costs
- Assemble information about visitor estimation and overnight stay forecasts
3
Complete the application form
- Access the online application portal via the Events & Festivals Fund website during the intake period (October 1-20)
- Register or log in to the Grant Management Tool (GMT) as required
- Carefully fill out each section of the application form
- Save your progress if you need to collect further information
4
Submit your application
- Review all information entered for accuracy and completeness
- Ensure required documents are attached
- Submit the application before the intake deadline
5
Await funding decision
- Wait for Travel Alberta to review and assess your application
- Funding decisions will be communicated in early 2026
6
Finalize funding agreement
- If approved, review and sign the funding agreement provided by Travel Alberta
- Funding will be deposited directly via Electronic Funds Transfer once the agreement is finalized
Additional information
- 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.
Contacts
tourisminvestment@travelalberta.com
