The Government of Alberta is developing a 10-Year Tourism Strategy in partnership with Travel Alberta to diversify and grow Alberta’s tourism industry and its product offerings, expand visitor destinations, and boost year-round visits across the province. The strategy’s goal is to grow tourism spending in Alberta to $20 billion by 2030.
AHLA President & CEO Dave Kaiser and Board Chair Leanne Shaw participated the Edmonton and Calgary consultations, respectively.
To reach this very aggressive target, the AHLA has offered four recommendations:
- Repeal and replace the Tourism Levy to ensure funds are used only for tourism marketing and tourism product development.
- Any changes to the administration of Destination Marketing Fees (DMFs) should focus on driving tourism revenue and be done in consultation with Alberta’s hotel industry.
- Recognize Alberta’s film industry as a tourism driver that can contribute to the government’s goal.
- Recognize that Alberta’s museums and historic sites are important contributors to tourism, especially in rural and remote areas, further diversifying Alberta’s tourism economy.