Pot not in province’s tourism plan, officials say

A thriving provincial tourism sector is hoping to soon reach $10 billion in generated revenue, says Alberta Tourism.

While the province took in a record $8.5 billion in visitor revenue in 2016, the industry is setting its sights on that larger figure by 2020.

But officials with both Tourism Calgary and the provincial government say they won’t be promoting newly legalized marijuana to entice foreign visitors.

“Right now, the government’s primary focus is on keeping cannabis out of the hands of children and protecting public health,” said Jennifer Mitok, spokeswoman with Albert Culture and Tourism.

“At this time, we are not focused on cannabis tourism and have no plans to promote it.”

The province is hoping to build on the record 34.8-million person visits recorded in 2016 with strategies like increasing the number of promoted attractions and encouraging winter tourism.

And even though the province has suffered through an economic downturn largely due to challenges faced by the energy sector, there’s confidence its hospitality industry can maintain its momentum, said Bernie Kollman, chair of Alberta Tourism.

“Despite years of economic pressure, Alberta’s travel economy continues to grow year over year,” she said.

Travel Alberta’s annual report states 73 visitor attractions were developed in 2017-18, or 38 more than in the previous year.

A campaign to attract more visitors during winter months created 152,000 room bookings in 2017-18, a 55 per cent increase over the previous year.

In 2016, visitors from the U.S. spent $859 million in the province, far outdistancing the second-place U.K. at $190 million. Australia was third at $141 million. Revenue from travellers from China was up 80 per cent to $136 million, while Germans contributed $98 million and South Koreans added $49 million.

Social media campaigns are credited for much of those results.

While international visitors make up just six per cent of the province’s tourism market, they account for 25 per cent of its spending, says Travel Alberta.

The provincial government took in $85 million in tourism levy revenues in 2017-2018, a nine per cent jump over the year before.