Travel Alberta

Good news! Last week, the Honourable Joseph Schow and the Government of Alberta announced the reappointment of Linda Heathcott as the Chair of the Board of Directors for Travel Alberta. Linda has been a steadfast and selfless leader since stepping into the role on the eve of the pandemic and has guided the organization through its expanded mandate, CEO search, and the development of our successful Covid-19 recovery strategy, the Bootstrap Plan. Thanks to these efforts, Alberta's tourism industry has led the country in recovery and growth, reaching pre-pandemic revenue levels two years ahead of schedule. Linda leads with principle, empathy and a strong sense of public service and we’re thrilled to welcome her back for a third term. The Government of Alberta also announced the recent reappointments of board members Juanita Marois, Ryan Robb and Gail Stepanik-Keber, further signalling strong support for Travel Alberta’s direction and success.   We also want to thank our longstanding board member Kiren Singh, CFA MBA ICD.D for her service as she wraps up her third and final term as a board member. Her leadership and guidance over these past years have been paramount to our success and we are grateful for her time and support. As we transition from “recovery to resilience,” Travel Alberta remains at the heart of achieving the provincial long-term tourism strategy goals. Thank you to each of our steadfast board members for your strategic oversight and direction as we build a vibrant and prosperous visitor economy that benefits Albertans and visitors alike.   Pictured: Several of our board members and senior leadership team at our recent board meeting.  Danielle Vlemmiks David F. Goldstein Neil Yeates Terri Beaupre Tourism Industry Association of Alberta (TIAA) Alberta Hotel & Lodging Association Jon Mamela Tannis Gaffney Teresa Retzlaff, CAP

On day two of our 2024 #10DaysofTourism, we are looking into the not-so-distant past to celebrate the official launch of our new and improved ATIS platform! Designed to make it easier for Albertan tourism operators to market their experiences to travellers online (and for free), ATIS launched this October and will support our bustling industry as we work to achieve our ambitious targets. Learn more about how ATIS can help Alberta tourism operators here: https://lnkd.in/gVQU-zgP

This year has been filled with incredible moments that shaped and strengthened Alberta’s visitor economy. As 2024 draws to a close, let’s take a moment to reflect and celebrate these milestones together. In February, the Government of Alberta unveiled a bold new long-term tourism strategy—a guiding vision with an ambitious provincial target: $25 billion in tourism expenditures by 2035. As Alberta’s provincial destination management organization, we are proud to champion this strategy, working to unlock the full economic, social, and cultural potential of our visitor economy. Come back tomorrow to celebrate another 2024 milestone with us! #10DaysofTourism Revisit the strategy here: https://lnkd.in/gfjn3qsu

Sky Painter and To Be Albertan have won THREE more awards at CIFFT's 2024 World Tourism Film Awards and Canadian Marketing Association Awards! At the World Tourism Film Awards, To Be Albertan won first place in Region Promotion and Skypainter won second in Tourism Products. Skypainter also took home gold in the Brand Building category at the Canadian Marketing Awards. These recognitions further highlight the power of visual storytelling in tourism🎉 Huge congratulations to the entire Travel Alberta team and our agency, C&B Advertising, whose combined creativity and dedication helped bring these films to life. https://lnkd.in/gKekmuJd

Alberta's culinary tourism is flourishing, with travellers increasingly seeking authentic, local experiences. This shift presents a unique opportunity for the province to elevate its role from a food supplier to a premier culinary tourism destination. To promote culinary tourism in Alberta, we invited food enthusiasts to explore and showcase the province’s top restaurants in our series One Perfect Meal. From Calgary to the Canadian Rockies, hosts Lisa Nguyen and Elladj Baldé discovered Alberta's world-class cuisine and highlighted how food drives the province’s thriving visitor economy. Read the link below to see what they loved most about Alberta’s culinary scene, their thoughts on food tourism, and what surprised them most about Alberta. https://lnkd.in/geHhR-GM

In July 2024, Alberta led among its key competitor provinces with a 3% year-over-year increase in active tourism businesses. This milestone signifies a full recovery from the global pandemic, with the number of active tourism businesses now 1% higher than in 2019 (January – July)! This growth reflects Alberta's tourism industry's resilience, innovation, and passion. Check out other tourism data sets on our website https://lnkd.in/gF6RwxDU

Alberta's ski season is carving out an exciting start with two fantastic additions at Banff Sunshine Village and The Lake Louise Ski Resort and Summer Gondola! Congratulations to both resorts on their new chairlifts. These upgrades ensure our iconic ski hills remain top-tier destinations for winter enthusiasts. Sunshine Village's new Super Angel bubble chairlift boasts heated, cushioned bucket seats, footrests, a stylish yellow bubble cover, and a smoother, quieter ride. This lift replaces the legendary Angel Express, which served skiers for 35 years as one of Canada's pioneering high-speed chairs. At Lake Louise, the newly named Pipestone Express Chair, formerly Upper Juniper Chair, is a high-speed, six-person heated lift designed to reduce congestion and provide quicker access to West Bowl and other prime terrain. The new lift will be unveiled soon, stay tuned! https://lnkd.in/gGEcwWYD

Get ready for Alberta’s premier tourism event! Early bird tickets are now available for Tourism Industry Association of Alberta (TIAA)'s 2025 Annual Tourism Advocacy Summit in Edmonton this February. This is the must-attend event for tourism professionals looking to gain invaluable insights from top political and industry leaders, collaborate on ideas that will drive Alberta’s tourism forward, and connect directly with key decision-makers. Visit the link below to secure your ticket! 

Inspired by the link between horoscopes and personal and transformative travel, we launched the "Your Sign to Travel" campaign in the U.S., inviting travellers to be their best selves, shed inhibitions, and embrace their wild side in Alberta's stunning landscapes. This campaign, which is an extension of our current U.S. campaign, is in the market until December 15 and aligns horoscope signs with things to do in Alberta. Transformational travel, which has gained popularity in recent years and is a key pillar of Alberta's traveller persona Curious Adventurer, involves intentionally travelling to discover, learn, and grow into new ways of being and engaging with the world. Put your sign in the comments below and we'll let you know which activity suits your horoscope ✨

Air travel is vital to the success of Alberta’s visitor economy. It connects international travellers to our province's breathtaking landscapes, vibrant cities, and warm hospitality. That’s why we’re thrilled to see Air Canada recognized as the World’s Leading Airline to North America at the prestigious 2024 World Travel Awards! This achievement highlights their commitment to delivering world-class service that resonates with international travellers—many of whom are key to Alberta's thriving tourism industry. Congratulations to Air Canada for this well-deserved honour! Your excellence in aviation helps position Alberta as a must-visit destination on the global stage. https://lnkd.in/gMEHeFV3