Biggest-ever tourism campaign entices western Canadians to stay in Alberta

(Originally published in TOURISM)

Travel Alberta has launched its biggest ever regional tourism marketing campaign. The $5.6 million multi-media program encourages Albertans and visitors from western Canada to "stay a little bit longer" in Alberta.

"This exciting and creative campaign showcases the many unique travel experiences Alberta has to offer around our province," said Tourism, Parks and Recreation Minister Cindy Ady. "This program, made possible by the Tourism Levy, supports an important pillar of our economy that employs more than 111,000 people in every community in Alberta."

The multi-media program kicks off with a television campaign, supported by radio, seven travel and events guides distributed widely throughout the year and innovative billboards in Calgary and Edmonton. "Our goal is to increase the length of stay and subsequent expenditures of travellers from our largest markets," said Derek Coke-Kerr, Managing Director of Travel Alberta. "This is strategic marketing at its best as tourism in Alberta and Canada now faces increasing challenges of a higher Canadian dollar, higher gas prices and more competition from other destinations trying to attract Albertans to visit," he said.

Funding for tourism comes from the four per cent Tourism Levy. The levy, which replaced the five per cent Hotel Room Tax in 2005, provides Travel Alberta with a reliable, predictable and sustainable source of funding for marketing activities. Budget 2008 includes $67.2 million for tourism marketing and development, which represents an increase of almost $10 million over the previous year.

Albertans are responsible for about half of the approximately $5 billion in tourism expenditures generated annually in the province. Travel Alberta is the industry-led, market driven and research-based tourism destination marketing organization for Alberta. Travel Alberta's mandate is to implement the Strategic Tourism Marketing Plan which sets the goal to increase annual tourism expenditures in the province to $6.5 billion by 2011.

Author: Don Boynton
Organization: Travel Alberta
E-mail: don.boynton@travelalberta.com

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