The AHLA advocates on behalf of members on tourism policy, with a particular focus on Travel Alberta’s work and the allocation of the tourism levy.
Under the current government, Travel Alberta was made into a crown corporation and their mandate expanded to become Alberta’s main Destination Marketing and Management Organization. This allows Travel Alberta to be more nimble and adaptive to the realities of our industry. Since then, Travel Alberta has created and executed on their 3-year Bootstrap Plan to bring the industry into full recovery. The AHLA and its members are supportive of the new mandate and direction for Travel Alberta. We do not want to see Travel Alberta re-incorporated into government as a full public body.
- The provincial government maintains Travel Alberta’s mandate.
- Allocate the full amount of the Tourism Levy to Travel Alberta through legislation.