Alberta boosts tourism funding by $66 million over 3 years

The Alberta government will invest an additional $22 million this year into the province's tourism industry in an effort to help the sector recover from a year of devastating, COVID -related financial losses.

The province will commit $66 million over three years, part of its goal to develop and implement a strategy to double tourism in the province by 2030. Tourism has been marked as a key growth sector for Alberta's economic recovery plan, but is heavily reliant on worldwide vaccine distribution and travel restrictions.

“Our industry is the hardest hit with the pandemic and needs this support along with continued support from all levels of government, at least until we achieve mass vaccination and the final restrictions begin to ease,” Leslie Bruce, president and CEO of Banff and Lake Louise Tourism, said Thursday.

There's still a long road ahead to rebuilding the local economy in Banff and Lake Louise because the region relies solely on tourism, Bruce added. To develop and put into action a 10-year strategy with the goal of doubling tourism, the province will work with Travel Alberta Corp. as the destination management organization responsible for tourism, recovery, growth and development.

Travel Alberta said the additional funding and their expanded mandate shows the government recognizes the effect tourism businesses have on many Albertans.

“As the agency responsible for destination management on behalf of the Government of Alberta, we look forward to continuing our work with tourism stakeholders in all areas of the province to forge the smart recovery of Alberta's visitor economy and support future growth that will benefit Albertans, businesses and communities for decades to come,” Travel Alberta said in a statement.

Small businesses and self-employed entrepreneurs account for nearly 99 per cent of Alberta's tourism-related business and are expected to play a central role in the province's economic recovery.

Cassandra Mcauley, spokeswoman for Tourism Calgary, said they're looking forward to working with Travel Alberta and the province to support the strategies to grow the industry.

“We're grateful that the Government of Alberta recognizes that the tourism industry has been disproportionately affected by the pandemic and that it needs meaningful support to recover,” said Mcauley.

Finance Minister Travis Toews said the budget was developed in response to the province's challenges.

Dave Kaiser, president and CEO of Alberta Hotel and Lodging Association, said he's pleased with the government's commitment to diversifying the economy through tourism funding.