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Budget 2014 builds Alberta’s economy through tourism

Mar 26, 2014

The Alberta government will grow the province’s tourism industry by providing an attractive investment climate, working with partners to enhance offerings to travellers and by promoting Alberta as a must-experience destination.

Alberta’s tourism levy will be reinvested to help Alberta maintain and grow revenues generated through tourism in the face of fierce global competition.

“Through Budget 2014, the Alberta government will work with our partners to grow our $7.8 billion tourism industry and maximize the potential of tourism to create jobs and strengthen communities in all regions of the province. Our work will be guided by the Alberta Tourism Framework, which aligns the work of the many players in our tourism industry by trading competition for collaboration. ”
Dr. Richard Starke, Minister of Tourism, Parks and Recreation

An estimated 50 organizations will receive tourism grants through Budget 2014 to help grow tourism in communities throughout the province.

“The grant from Tourism, Parks and Recreation allowed us to create something new with the Canmore Nordic Festival and brought the Alberta Cross Country World Cup to a whole new level. Now the festival has grown into a platform that can support major sporting and cultural events year after year, which has led to a significant increase in visitors to our attractions and business growth in our downtown core.”
Andrew Nickerson, President & CEO Tourism Canmore Kananaskis

Budget 2014 tourism highlights include:

Destination Management $21.5 million

  • enhancing the development of new and emerging destinations such as the Canadian Badlands and the Alberta Northern Rockies Tourism Alliance;
  • supporting, with grants and expertise, major events such as the FIFA Women’s World Cup and Open Farm Days as well as festivals and events in communities across Alberta that demonstrate the potential to grow;
  • providing timely and relevant information to travellers online, by phone and through Visitor Information Centres;
  • establishing a working group and facilitating opportunities in partnership with industry and educational institutions to address workforce challenges such as labour shortages;
  • working with First Nation and Métis communities to share their culture and history with travellers, for example supporting the Treaty 7 Management Corporation with expertise to move their Aboriginal Tourism Strategic Plan forward; and,
  • supporting partners to grow tourism in areas of special interest such as sport tourism, nature-based tourism and culinary tourism.

Research and Innovation $3.4 million

  • conducting customer-focused and performance-based research to support sound decision-making and sharing timely research with the tourism industry;
  • working with key stakeholders to increase air access to and within Alberta from priority target markets to grow tourism, trade and investment province-wide;
  • enhancements to tourism highway signage to provide effective direction and way-finding assistance for visitors and support tourism industry partners; and,
  • promoting investment opportunities and facilitating investor interest in Alberta’s tourism industry to grow and expand Alberta’s tourism attractions.

Promoting Alberta $56.3 million (Travel Alberta)

  • promoting Alberta as a must-experience travel destination within the province and in key domestic and international markets;
  • reaching target markets with the award-wining (remember to breathe) brand through consumer direct, travel trade, media relations, conventions and events, and digital and social marketing;
  • supporting Alberta’s tourism partners with strategies and tactics to help grow their businesses and market their products;
  • assisting tourism operators with enhanced marketing activities through Travel Alberta’s cooperative marketing program; and,
  • providing a variety of learning opportunities and workshops to Alberta’s tourism industry to help operators market their attractions.

In April, Tourism, Parks and Recreation and Travel Alberta are visiting  to engage stakeholders in moving the Alberta Tourism Framework forward. The Framework sets out a common vision, goals and priorities that will grow tourism from a $7.8 billion industry to a $10.3 billion dollar industry by the year 2020.

Quick facts:

  • 139,000 tourism jobs and 19,000 businesses will continue to grow with an $82 million investment in growing tourism (funded through tourism levy).
  • The tourism industry in Alberta accounts for over $7.8 billion in expenditures annually, which generates approximately $1.15 billion in provincial tax revenues.

Under the Building Alberta Plan, our government is investing in families and communities, living within our means, and opening new markets for Alberta’s resources to ensure we’re able to fund the services Albertans told us matter most to them. We will continue to deliver the responsible change Albertans voted for.

Related information


Media inquiries

William Anderson
Press Secretary to the Minister, Tourism, Parks and Recreation

call toll free within Alberta dial 310-0000



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