Events & Festivals Fund

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.

• Step 1: Review Application Period
  • Check the official website for the current application dates (October 1-20 for the 2026-2027 intake).
  • Subscribe to the Connections Newsletter for updates regarding program intake periods.
• Step 2: Access Application Portal
  • When the intake is open, visit the Events and Festivals Fund page on the Travel Alberta website.
  • Click the application link to be redirected to the Grant Management Tool (GMT).
  • Log in to the GMT to begin your application.
• Step 3: Complete Application Form
  • Fill out the application form in the GMT with all required information.
  • Save your progress as needed and ensure all details are accurate and complete.
  • If applying for multiple events, submit a separate application for each event.
• Step 4: Submit Application
  • Submit your completed application through the Grant Management Tool before the posted deadline.
• Step 5: Await Funding Decision
  • Investment decisions for the 2026/2027 intake are made in early 2026.
  • If approved, you will receive a notification and funding agreement from Travel Alberta.
• Step 6: Funding Agreement and Disbursement
  • Once both parties execute the funding agreement, funds are deposited directly via Electronic Funds Transfer (EFT).

• Applications are reviewed and funding decisions are made in early 2026.
• Travel Alberta may approve or decline requests based on its assessment of the application.
• If approved, applicants receive a notification and a funding agreement.
• Funding is paid by Electronic Funds Transfer after the agreement is executed by both parties.

• 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.