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Government of Canada makes key investments to boost Tourism in Alberta

From: Prairies Economic Development Canada

News release

Over $1.34 million to help Indigenous tourism organizations build resiliency, increase safety for visitors and develop new experiences to showcase Alberta as a premier Indigenous tourism destination.

Over $1.3 million in federal funding will help Indigenous tourism organizations build resiliency, increase safety for visitors and develop new experiences to showcase Alberta as a premier Indigenous tourism destination

March 9, 2022 – Calgary, Alberta – Prairies Economic Development Canada

As Canadians start making new travel plans, the Government of Canada is investing in Alberta’s Indigenous tourism sector. These investments will build resiliency, and help businesses adapt and develop unique experiences that will attract domestic and international visitors to the province, positioning the growing sector for continued success in the long-term.

Today, the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance, on behalf of the Honourable Daniel Vandal, Minister of Northern Affairs, Minister responsible for Prairies Economic Development Canada and Minister responsible for the Canadian Northern Economic Development Agency, announced a combined investment of over $1.3 million to strengthen the resiliency of the Indigenous tourism sector and continue to showcase Alberta as a premier tourism destination in Canada.

Funding by the Government of Canada is supporting the following organizations:

• A federal investment of $843,000 supports Indigenous Tourism Alberta’s five-year strategy and action plan to assist Alberta’s Indigenous tourism operators adapt to market changes. Key resiliency activities under this initiative include the development of a mentorship program, a resiliency partnership program and web development to showcase Indigenous tourism operators and experiences.
• Calgary’s TELUS Spark Centre is receiving $500,000 to develop and launch The Sacred Defenders of the Universe experience. This immersive digital experience will attract domestic and international visitors to the world-renowned science centre. The exhibit will share Indigenous knowledge and tradition to a growing audience using the Centre’s state-of-the-art Digital Immersion Gallery.

With these investments, Indigenous Tourism Alberta expects to help create, maintain, or expand 45 Indigenous businesses and 100 jobs, while TELUS Spark Centre expects its project to attract over 19,000 visitors by 2023. 

“By supporting Alberta’s hard-hit tourism sector, our government is helping tourism operators adapt and enhance experiences to accommodate an expected wave of domestic and international visitors that are eager to experience all that Canada and Alberta have to offer. These Investments in Alberta’s Indigenous tourism sector will strengthen resiliency among Indigenous tourism operators and advance reconciliation as they proudly share traditional Indigenous knowledge and culture with visitors from across Canada and aground the globe.” -  The Honourable Daniel Vandal, Minister of Northern Affairs, Minister responsible for Prairies Economic Development Canada and Minister responsible for the Canadian Northern Economic Development Agency

“Alberta is home to outstanding natural beauty, cultural experiences and urban activities that position it to be a leading global travel destination. Indigenous tourism is an important part of that mix. Our investment is ensuring that Alberta-based tourism operators and organizations have the support they need to contribute to Canada’s reputation as a welcoming global tourism destination.” -  The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance 

“I am proud of our government’s commitment to the tourism sector in Alberta. In particular, our investments in support of Alberta’s fast-growing Indigenous tourism sector are helping showcase Alberta as a leading Indigenous tourism destination in Canada.” -  George Chahal, Member of Parliament for Calgary Skyview

“COVID-19 hit Indigenous tourism operators particularly hard, but ITA was able to support Indigenous entrepreneurs and communities through the pandemic and position them to thrive as travellers return thanks to the support of the Government of Canada. From website modernizations to executive mentorships to tourism readiness programs and cultural awareness sessions for tourism-industry partners, ITA programs not only helped entrepreneurs navigate tough times, but also align with long-term strategies for growth. ITA looks forward to continuing our work with the Government of Canada to support the diverse and impactful Indigenous visitor economy in what we now know as Alberta.” -  Shae Bird, CEO, Indigenous Tourism Alberta

“Tourists will be enthralled by the powerful storytelling in this new digital immersion experience at Spark, as they explore culturally, learn and grow. The project is led by Indigenous artists and will engage broad audiences in Indigenous ways of knowing. And the story is spectacular! We are grateful for the financial support to bring together a team with such talent, creativity and perspective." -  Mary Anne Moser, President and CEO, TELUS Spark Science Centre

Quick facts

The Government of Canada is investing $1.3 million to strengthen the resiliency of the Indigenous tourism sector and showcase Alberta as a premier Indigenous tourism destination in Canada.

Indigenous tourism in Alberta provides jobs and supports entrepreneurs, businesses, and communities.

Pre-COVID, Indigenous tourism was one of Canada’s and Alberta’s largest and fastest-growing tourism niche sectors worth an estimated $166.2 million.

Associated links

• Prairies Economic Development Canada
• Indigenous Tourism Alberta
• Tourism Relief Fund
• Regional Relief and Recovery Fund
• Canada’s COVID-19 Economic Response Plan

Kyle Allen Press Secretary Office of the Minister of Northern Affairs, Minister responsible for Prairies Economic Development Canada, and Minister responsible for the Canadian Northern Economic Development Agency [email protected]

Marie-Pier Baril Press Secretary Office of the Minister of Tourism and Associate Minister of Finance 343-576-4131 [email protected]

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Tourism Red Deer and Alberta Government excited about 2024 tourism season

The spring and summer tourism season is upon us here in Alberta, and there are many folks excited about what it can yield for the region and province.

That includes Jesse Smith, CEO at Tourism Red Deer, which hosted a town hall event this week in collaboration with Travel Alberta, Indigenous Tourism Alberta, Tourism Industry Association Alberta, and WestJet.

The theme of the town hall was ‘Cultivating Collaboration.’

“There are a lot of people working in the tourism sector or the visitor economy who have great ideas, and there are many operators, attractions and venues out there, so the question is how do we all work together to make sure that when people are in our community, everybody has the opportunity to benefit?” says Smith, who took over as CEO last summer.

“It was really great to see people at the town hall be so optimistic about where we’re going as a region. Seeing the commitment to collaboration is a really good feeling. Now, we need everyone to come together and make sure we’re promoting our region and all we have to offer. We need to be less humble about where we live and tell our story in a better way.”

Among other things, Smith notes upcoming events and attractions like the coaster at Canyon Ski Resort, the many kilometres of trails and the river valley within Red Deer, national softball competition coming to Blackfalds, and the National BMX Championship coming to town.

Tourism Red Deer also continues its work as a new ‘destination management organization.’

Additionally, Smith says they’d really like community members to let them know about events to add to their comprehensive calendar at visitreddeer.com.

Meantime, Alberta’s Minister of Tourism and Sport, Joseph Schow, recently helped observe National Tourism Week (April 15-19). Schow believes the province’s tourism industry could reach new heights this year.

“We are building upon the record year seen by our visitor economy in 2022, which resulted in $10.7 billion in visitor spending – up $600 million from 2019 levels. The most recent data from 2023 shows that we remain on the right track, especially when it comes to international tourism,” he said in a statement last week.

“In the first three quarters of 2023, international visitor spending has surpassed pre-pandemic levels, reaching $2.53 billion, compared to $2.28 billion in international visitor spending for all of 2019. This increase is also more than double the $1.24 billion in international spending that we saw in 2022.”

Two months ago, he notes, the UCP launched a long-term tourism strategy to chart a path for future growth. The goal is grow the visitor economy to one worth $25 billion in visitor spending by 2035.

In conversation with rdnewsNOW , Schow was asked about what the latest is on Alberta’s provincial parks, and how they factor into the tourism sector.

Parks are part of Forestry and Parks minister’s portfolio, but they do have a role to play in tourism, Schow explains.

“We need to be able to explore more of them in a responsible and sustainable way. With our tourism strategy, a large part of it is development within Alberta’s landscape which includes Crown land and parks, so that people can go out there, enjoy the pristine landscapes, hiking, fishing and kayaking, and do it in a responsible and sustainable way,” Schow says.

“Having a government-led and industry-informed strategy helps us get there, and better understand what local communities want to see. We’re not just imposing our strategy, we’re working collaboratively.”

In addition to a new camping reservation site which launched in February, recent years have seen the Opposition NDP call on the UCP to not close certain parks. There’s also been debate on whether to keep or scrap the Kananaskis Conservation Pass, but those are subjects for another day.

The minister believes too that attracting international travellers back to Alberta is key.

“The biggest piece of getting them back is our ability to develop new products in the province, and that’s a lot of what our strategy is based on — expanding what we already have. We also need WestJet’s help, as one of our flagship carriers, [and we need the] development of new direct flights into Alberta from international destinations,” says Schow, noting this has happened recently with South Korea and Japan.

“We [want more] flights from the U.K., Italy, France and Germany, and international travellers want more Alberta. They want more Alberta product. When we talk about the five pillars, that means [things such as] wanting more Indigenous tourism and more access to the mountains.”

The work with communities includes that of developing more made-in-Alberta product, he adds.

“We are grateful that airline partners like WestJet are expanding and we are grateful that entrepreneurs are developing products,” he says. “I think the sky’s the limit.”

More information about Alberta’s tourism strategy can be found here .

For local news delivered daily to your email inbox, subscribe for free to the rdnewsNOW newsletter by visiting rdnewsNOW.com . You can also download the rdnewsNOW mobile app on Google Play and the Apple App Store for all the latest updates on this and other stories.

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By Erika Mathieu Sunny South News

Lethbridge County producers are having a significant impact on Lethbridge Tourism.

In honour of National Tourism Week (April 15-19) Minister of Tourism and Sport and MLA for Cardston-Siksika, Joseph Schow, highlighted the growing economic impact of the tourism industry in Alberta.

In a recent release Schow commented, “At the peak of National Tourism Week, we are reminded of the resilience of Alberta’s tourism operators, destination marketing organizations, and staff who connect travellers with life-changing experiences that leave them with an everlasting desire to explore all that Alberta has to offer. This hard work, coupled with world-renowned Albertan hospitality, is propelling Alberta’s tourism industry to become a driving force in the province’s economy, putting it on track to reach new heights year after year.”

Tourism in Alberta continues to bring in billions each year. According to the Province, 2022 saw a $600 million increase in visitor spending over per-pandemic figures ($10.7 billion).

“The most recent data from 2023 shows that we remain on the right track, especially when it comes to international tourism,” reads a recent Government of Alberta release, and added international visitor spending in the first three quarters of 2023 surpassed today international visitor spending for all of 2019.  

Schow said, “We’re committed to ensuring this growth is sustainable. Two months ago, we launched a new long-term tourism strategy that charts a path to further tourism growth. We have an ambitious goal of growing Alberta’s visitor economy to $25 billion in annual visitor spending by 2035. As we pursue this, we’re working to ensure communities across the province benefit from economic growth, diversification and job creation.”

Schow added that National Tourism Week is an opportunity for Albertans to showcase its world-class amenities and attractions, “For those of us fortunate enough to call this province home, I encourage you to explore all the wonderful tourism experiences Alberta has to offer.”

According to Tourism Lethbridge, the city has experienced, “remarkable growth of tourism,” in recent years. The organization released their 2023 Power of Tourism Document which quantifies and breaks down how tourism has facilitated growth in Lethbridge, and noted a 3.5 per cent increase in the number of visitors the organization interacted with dfirectly in 2023, versus the previous year. As well, the airport reported a 32.8 per cent increase in passenger volume last year compared to 2022, “showcasing Lethbridge’s growing appeal as a premier destination.”  

In a recent release, Erin Crane, CEO of Tourism Lethbridge, noted, “Tourism serves as a driving force for economic development, job creation, and cultural enrichment in Lethbridge. It not only supports local businesses but also fosters a sense of pride and community identity.”

With food and dining an integral part of a city’s identity, Tourism Lethbridge launched a self-guided driving food tour in 2022 to showcase a number of rural producers and partners in Lethbridge County. Among these featured businesses are Cattlemen’s Chophouse in Picture Butte, Benchmark Angus located west of Warner, Prairie Hill Farms in Picture Butte, Broek Pork Acres, Crystal Springs Cheese, Broxburn Vegetables, and Little Gem Winery in Lethbridge County.

Although Tourism Lethbridge is focused on marketing for the city of Lethbridge, Dominika Wojcik, senior director of communications for Tourism Lethbridge said, “The self-guided Food Tour has been very well received by both visitors and locals!  We’ve taken several social media influencers, government officials, investors, and other stakeholders on the tour, and the response has been overwhelmingly positive. Many express how incredible it is to see and experience everything on the tour, from Broxburn Vegetables to Crystal Springs Cheese, to Little Gem Winery and more.”  

Wojcik said, “We understand that food tourism is a major part of the tourism sector,” added Wojcik, and said the tour provides a unique opportunity for people to see what is being made and grown in their backywards. The tour uses the tool “Driftscape” which allows users to explore the sites and attractions and learn details about each stop and producers through the platform.  

Wojcik added that the self-guided driving food tour allows visitors and locals alike to experience food tourism in the region on their own terms, noted that marketing agri-food tourism in the Lethbridge region has resulted in a “significant impact on tourism,” noting that food tourism represents a significant portion of overall tourism.  

“By highlighting the authentic farm-to-table experiences and showcasing the passion and dedication of our local producers, we can continue to develop more authentic opportunities within our region. This not only boosts tourism numbers but also fosters a deeper connection between visitors and our community, enriching their overall experience of our community.”  

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Event Details

Early Bird Tourism Advocacy Summit tickets are limited to five (5) per organization.  This limit may be lifted after the Early Bird period expires, depending on availability.  While additional tickets cannot be guaranteed, please email  [email protected]  to be included on a waiting list.

Tourism Advocacy Summit membership ticket pricing is available to a member organization’s employees and up to two (2) board representatives.  Membership ticket pricing is not offered to member applicants; organizations must be paid and approved members.  Membership ticket pricing is not otherwise extended to a member organization’s membership, volunteers, or affiliated businesses. Refund policy can be found here.

Hosted at the JW Marriott ICE District in downtown Edmonton, the Alberta Tourism Advocacy Summit is the industry’s premier event to learn about current government priorities, to gain political insights from industry and media observers, and for you to share your industry points-of-view with elected and nonelected representatives. With an election on the political horizon, TIAA encourages all industry champions to attend to show those in government and opposition the breadth and experience of the industry. Download the full event agenda here.  

10:00 am Blessing, Land Recognition

  • Hazel McKennitt – Knowledge Keeper, Sady Lake First Nation

Welcome & Opening Remarks

• Darren Reeder – President & CEO, Tourism Industry Association of Alberta (TIAA)

• Miranda Rosin - Parliamentary Secretary for Tourism

• Traci Bednard – CEO, Explore Edmonton

10:45 am State of the Tourism Industry Panel

• Marsha Walden – President and CEO, Destination Canada

• Beth Potter – President and CEO, Tourism Industry Association of Canada

• David Goldstein – CEO, Travel Alberta

• Traci Bednard – CEO, Explore Edmonton – Moderator

12:00 pm Lunch

12:40 pm Federal Perspectives on the Future of Tourism

• Hon. Randy Boissonnault – Minister of Tourism and Associate Minister of

Finance, Government of Canada

• Hon. Karen Sorensen – Senator and Co-Chair, Parliamentary Tourism Caucus

• Andrew Gibbons, Vice President, Government Relations & Regulatory Affairs, WestJet

1:30 pm Alberta Pre-Election Political Insights Panel

• Janet Brown – Janet Brown Opinion Research

• Graham Thomson – Freelance Political Writer

• Ryan Jespersen, Real Talk, Host

2:45 pm Break

3:00 pm Deputy Ministers Panel: Advancing a Whole of Government Approach for Tourism

• Shannon Marchand – Deputy Minister, Forestry, Parks & Tourism

• Shawn McLeod, Deputy Minister, Jobs, Economy & Northern Development

• Darren Reeder – President & CEO, TIAA – Moderator

4:30 pm Coffee & Networking Break

5:00 pm Reception with NDP Caucus

5:40 pm Fireside Chat with Rachel Notley, Leader, NDP

• Rachel Notley – Leader, New Democrat Party (invited)

• Daryl McIntyre – 630 CHED Radio Host

7:00 pm Dine Around

9:00 pm Hospitality Suite

Hosted by Campio Brewing

7:30 am Breakfast

8:00 am Fireside Chat with Alberta Premier Danielle Smith & Forestry,

Parks & Tourism Minister, Todd Loewen

• Hon. Danielle Smith – Premier of Alberta (invited)

• Hon. Todd Loewen – Minister of Forestry, Parks & Tourism

Members of the UCP caucus that either hold direct or indirect responsibilities related to

tourism and hospitality industry matters will also be invited to participate in this session.

9:15 am Tourism Advocacy Positioning in the Upcoming Provincial Election

• Michelle Gurney, Principal, SHIFT Communications - Moderator

• Cindy Ady, President & CEO, Tourism Calgary

• Michael Solberg, Partner, New West Public Affairs

• Duane Bratt, Professor & Political Commentator, Mount Royal University

10:30 am Break

10:45 am Breaking the Tourism Labour Supply Conundrum: A Strategic Path Forward for Alberta

• Phil Mondor, President & CEO, Tourism HR Canada - Moderator

• Tracey Kalimeris, Vice President, Talent & Culture, Accor

• Kendra Kincade, Founder/Chair, Elevate Aviation

• Janet Lane, Director, Human Capital Centre, Canada West Foundation

12:00 noon Luncheon Keynote Presentation: Rebuilding Stronger,

Smarter After Coronavirus

• Doug Lansky, World-Renowned Destination Advisor & Tourism Expert  

1:30 pm Break

1:45 pm Sustainable Tourism on Crown Lands, Parks, Protected & Sacred Places

• Greg Klassen, Principal, Twenty31 - Moderator

• Keith Henry, President, Indigenous Tourism Association of Canada

• Jon Mamela, SVP, Chief Commercial Officer, Travel Alberta

• Dave Butler, Director, Sustainability, Canadian Mountain Holidays

3:15 pm Summit Closing Comments

Disclaimer: While TIAA is taking all reasonable efforts to ensure the attendance of those identified on this 2-day agenda, there is likely to be some changes in speakers due to scheduling circumstances that rest beyond our control.

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Welcoming the world to Alberta for RVC 2024

By: Quinn Phillips, Communications Manager, Explore Edmonton

Date: Apr 15, 2024

It is an exciting time not only for Edmonton but the province of Alberta, as we’re only a few weeks away from Rendez-vous Canada (RVC) – the country’s premier tourism marketplace. For host cities, this is a big opportunity as it doesn’t come around very often; the last time Edmonton hosted RVC Canada was over 10 years ago.

RVC Canada brings with it over 350 international buyers from more than 29 countries and they won’t just spend all their time in Edmonton, FAM tours around the province start a week ahead of the marketplace. It’s time to shine, Alberta!

While of course there’s instant economic benefits for the city of Edmonton with over 4000 room nights booked. The benefits will also be felt for our businesses downtown, as well, because on top of the 350 international buyers, more than 800 Canadian sellers will be here and every hotel is within walking distance of the host venue Edmonton Convention Centre. We expect them to wander into our coffee shops, restaurants, bars and boutiques. Even more exciting though is that tour operators are selling travel packages 12-18 months in advance which means the work we are doing today will benefit the city in 2025, 2026 and beyond.

We all love Alberta and it’s going to be great to see it shine in the international spotlight.

How can you get involved with RVC?

RVC is an invite-only event for export-ready businesses. If you would like to learn more about the path to becoming export-ready, contact your Destination Development (DD) Manager!

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