File photo of Minister of Jobs, Economy and Innovation Doug Schweitzer. (Government of Alberta)

By Justin Goulet

New initiatives announced to help Alberta’s tourism industry grow

Apr 22, 2022 | 11:38 AM

LETHBRIDGE, AB – The tourism sector in Alberta is experiencing a comeback after two years of being affected by the COVID-19 pandemic.

That’s according to the provincial government. To further assists in the recovery of tourism-related businesses, the Alberta government has changed the mandate of Travel Alberta to a destination management organization.

With this expanded role, Travel Alberta can work more directly with communities, businesses and entrepreneurs to develop new tourism experiences, products and destinations.

The agency is also working with airlines and airports to identify routes and opportunities for future growth. Many domestic routes have returned, and Travel Alberta is working to reinvigorate international routes.

Minister of Jobs, Economy and Innovation Doug Schweitzer said, “Alberta’s tourism sector is a key driver of revenue and jobs. When we talk about economic recovery, growth and diversification, tourism is one of the key industries we look to.”

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“I am confident that the work we’re doing will reposition the sector for future and sustained growth and will accelerate the sector’s recovery and help get it back to pre-pandemic levels by 2024.”

TOURISM STRATEGY

Alberta’s three-year tourism strategy is known as the Bootstrap Plan, is centred around three pillars: marketing, air access and destination development.

The province noted that together, the three pillars target every step in the process to grow the tourism sector in Alberta.

Parliamentary secretary for Small Business and Tourism and MLA for West Yellowhead, Martin Long said, “the past two years have been very difficult for Alberta’s visitor economy.”

“We have been engaging with members and businesses in the tourism sector regularly to ensure that, as Alberta’s economy recovers, they are not just a part of that recovery but are helping lead the way.”

With its new mandate, Alberta’s government has also boosted Travel Alberta’s budget by $63 million over three years. Over the next three years, Travel Alberta will invest more than $50 million to enhance and grow visitor products and experiences.

That investment includes $3.75 million toward Indigenous tourism. Last year, Travel provided $12.1 million in direct support to 225 businesses.

David Goldstein, president and CEO of Travel Alberta said, “we are proud to support entrepreneurs and communities to strengthen the visitor experience, building on our global reputation as a must-see destination.”

TWO NEW FUNDS

Two programs are focused on strengthening businesses, experiences and communities in order to attract more visitors to Alberta. Both of the programs fall under the destination development pillar of the province’s plan and are currently accepting applications for funding.

Travel Alberta’s Product Investment Fund will provide up to $500,000 to support business growth and experience enhancement. Businesses, municipalities and startups can apply for funding to help them create new experiences and tours, purchase or build venues, or become more environmentally sustainable.

The Cooperative Investment Fund will provide up to $100,000 to support rural and smaller communities to grow tourism revenue through workforce development, marketing and cultural activities, including festivals and events.

More information on these programs is available through the Travel Alberta website.

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