000 5035000000 5040000000 5045000

EXPANDING
000 5050000000 5055000000
5060000000
4000000000 4005
5065000000 5070000000 5075000
000
000000 40200000
00 4015
000000 40100000
00 4025000000 4030

5080000000 5085000000 5090000

000000 40350000

000 5095000000 5100000000

00 40400000

5105000000
00 4045000000
4050000000 4055
000000 40600000
00

5110000000 5115000000 5120000

4065000000 4070
000000 40750000
00 4080000000

000 5125000000 5130000000

4085000000 40

51350

0000000 5025000000 5030000

5290000000 5295000000 5300000000 5305000
5260000000 5265000000 5270000000 5275000000 5280000000 5285000000
230000000 5235000000 5240000000 5245000000 5250000000 5255000000
6160000000 6165000000 6170
105000000 6110000000 6115000000 6120000000 6125000000 6130000000 6135000000 6140000000 6145000000 6150000000 6155000000
00000 6035000000 6040000000 6045000000 6050000000 6055000000 6060000000 6065000000 6070000000 6075000000 6080000000 6085000000 6090000000 6095000000 6100000000 6105000000

STRATEGIC TOURISM MARKETING PLAN

 EXPANDING
5040000000 5045000000 505000
000 5030000000 5035000000
5015000000 5020000000 5025000
000 5005000000 5010000000
4980000000 4985000000 4990000000 4995000000 5000000
000 4970000000 4975000000
000 4960000000 4965000 5225000000 5230000000 5235000000 5240000000 5245000000 5250
4945000000 4950000000 4955000
5190000000 5195000000 5200000000 5205000000 5210000000 5215000000 5220000000
5160000000 5165000000 5170000000 5175000000 5180000000 5185000000
6045000000 6050000000 6055000000 6060000000 6065000000 6070000000 6075000000 6080000000 6085000000 6090000000 6095000000 6100000000 6105000000 6110000000 6115000000 61200000
6000000000 6005000000 6010000000 6015000000 6020000000 6025000000 6030000000 6035000000 6040000000 6045000000 60500000
 HORIZONS
000000 41200000
4110000000 4115
00 4105000000
000000 41000000
4090000000 4095
00 4085000000
000000 40800000
4065000000 4070000000 4075
00 4060000000
000000 40550000
4045000000 4050 000 5155000000 51600
00 4040000000 5140000000 5145000000 5150000
000000 40350000 000 5130000000 5135000000
00 4025000000 4030 000 5120000000 5125000
000000 40200000 5105000000 5110000000 5115000
000000 4010000000 4015 000 5100000000
4000000000 4005 000 5080000000 5085000000 5090000000 5095000
5065000000 5070000000 5075000
00000 5055000000 5060000000

5315000000 5320000000
5285000000 5290000000 5295000000 5300000000 5305000000 5310000000
0000000 5255000000 5260000000 5265000000 5270000000 5275000000 5280000000
6180000000 61
000 6125000000 6130000000 6135000000 6140000000 6145000000 6150000000 6155000000 6160000000 6165000000 6170000000 6175000000
000 6055000000 6060000000 6065000000 6070000000 6075000000 6080000000 6085000000 6090000000 6095000000 6100000000 6105000000 6110000000 6115000000 6120000000 612

STRATEGIC TOURISM MARKETING PLAN 2007-2010

 $6,203,000,000 5015000000 5020000000 5025000
000 5030000
000 5005000000 5010000000
4990000000 4995000000 5000000
000 4980000000 4985000000
000 4960000000 4965000000 4970000000 4975000 52350000
4945000000 4950000000 4955000
51800000005185000000 5190000000 5195000000 5200000000 5205000000 5210000000 5215000000 5220000000 5225000000 5230000000
000000 5150000000 5155000000 5160000000 5165000000 5170000000 5175000000 6080000000 6085000000 6090000000 6095000000 6100000000 6105000000 61100
00 6035000000 6040000000 6045000000 6050000000 6055000000 6060000000 6065000000 6070000000 6075000000
6000000000 6005000000 6010000000 6015000000 6020000000 6025000000 6030000000 6035000000 6

Goal: To grow Alberta’s

tourism expenditures to $6.2 billion
by 2010.

5045000000 5050000000 5055000
0000 5035000000 5040000000
000 5240000000 5245000000 5250000000 5255000000 5260000000 5265000000
00000 6115000000
6040000000 6045000000 6050000000 6055000000 6060000000 6065000000 6070000000 6075000000 6080000000 6085000000 6090000000 6095000000 6100000000 6105000000 6110000000 6115000000 6120000000 6125000000 6130
March, 2007
Honourable Hector Goudreau
Minister, Alberta Tourism, Parks, Recreation and Culture
229 Legislature Building
10800 97 Avenue
Edmonton, Alberta T5K 2B6
Dear Minister,
This eighth annual Strategic Tourism Marketing Plan is focused on maximizing our increased sustainable funding
to compete even more aggressively in our traditional markets while expanding horizons to develop new markets.
The strategies in this plan stem from the solid foundation of Alberta’s successful industry-led, market-driven and
research-based marketing framework, powered by sustainable and predictable funding from the Tourism Levy
which went into effect in 2005.
For 2007-2008, Alberta’s tourism marketing budget will grow significantly. This growth has allowed us to make an
important change to one of our founding principles – “Focus will be on the best-producing markets with secondary
and emerging market penetration accomplished by initiatives led by industry.” Now, in addition to targeting our
best-producing markets, this updated plan includes strategies to more effectively market to our secondary and
emerging markets.
The overall goal of the Strategic Tourism Marketing Plan 2007 – 2010 is to increase tourism expenditures in the
Province of Alberta by $900 million to $6.2 billion by 2010 from $5.3 billion in 2006. This will be accomplished
through well-researched, tactical marketing that brings the best possible return on investment.
Our aim is for Alberta to be a preferred Canadian travel destination and to continue to grow this important pillar
of Alberta’s economy, which currently employs more than 103,000 people throughout every community in the
province and contributes more than $2.3 billion in taxation revenues to all levels of government. By expanding
horizons we can enhance our core programs to persuade even more people in our traditionally strong markets, and
now those in our secondary and emerging markets, to visit Alberta.
Respectfully submitted,
Mac Makenny, Industry Co-chair, Strategic Tourism Marketing Council, Owner/Operator, Homeplace Ranch
Fay Orr, Government Co-chair, Strategic Tourism Marketing Council,
Deputy Minister, Alberta Tourism, Parks, Recreation and Culture
Bob Scott, Assistant Deputy Minister, Tourism, Marketing and Heritage,
Alberta Tourism, Parks, Recreation and Culture
Derek Coke-Kerr, Managing Director, Travel Alberta
4130000000
00 4125000000
000000 41200000
4110000000 4115
00 4105000000
000000 4095 000000 41000000
4085000000 4090
00 4080000000
000000 40750000
4065000000 4070
00 4060000000
000000 40550000 000 5165000000 5
4045000000 4050 5150000000 5155000000 5160000
00 40350000 00 4040000000 000 5140000000 5145000000
000000 40300000 5125000000 5130000000 5135000
4015000000 4020
0000 00 4025
000 5115000000 5120000000
000000 4010000000
5090000000 5095000000 5100000000 5105000000 5110000
4000000000 4005 000 5080000000 5085000000
000 5075000
000 5060000000 5065000000 5070000
5300000000 5305000000 5310000000 5315000000 5320000000 5325000000
5270000000 5275000000 5280000000 5285000000 5290000000 5295000000
6170000000 6175000000 6180000000 6185000000 61
6120000000 6125000000 6130000000 6135000000 6140000000 6145000000 6150000000 6155000000 6160000000 6165000000
4 – Strategic context 19 – Long-haul Canada, U.S. 26 – Marketing activities
6 – Analysis and Mexico markets 28 – Performance measures
8 – Visitation & Revenue 22 – Europe markets 30 – Alberta’s Tourism
14 – Strategy & Markets 24 – Asia/Pacific markets Marketing Framework
16 – Regional markets 32 – Strategic Tourism Marketing Council
STRATEGIC TOURISM MARKETING PLAN 2007-2010 3
 STRATEGIC CONTEXT

The stunning scenery in the Canadian Rocky Mountains and Canadian Badlands, authentic
aboriginal and western experiences, prairie ranchlands, rural towns, vibrant cities and five of
Canada’s UNESCO World Heritage Sites await visitors to Alberta who are welcomed with warm
western hospitality. Opportunities exist to truly escape to nature while remaining close to urban
comforts and excitement.

OBJECTIVES
Objectives for the Strategic Tourism Marketing Plan 2007-2010 reflect measurable and achievable Travel Alberta
marketing initiatives. It is through these objectives that Travel Alberta has the most impact on the ultimate goal of
increasing tourism visitation and expenditures for Alberta’s tourism industry and the province:

1. Increase awareness of Alberta as a tourism destination in all markets

2. Increase and diversify tourism product marketing in primary geographic markets
3. Expand and improve the market readiness and marketing capacity of Alberta industry operators
4. Provide timely, accurate and comprehensive travel planning information to customers
5. Collect, package and distribute tourism data and market intelligence to tourism industry

$2,320,000,000
2090000000 2095000000 2100000000 210500
2045000000 2050000000 2055000000 2060000000 2065000000 2070000000 2075000000 2080000000 2085000000
000000 1075000000 1080000000 1085000000 1090000000 1095000000 1100000000 1105000000 1110000000 1115000000 1120000000 1125000000 1130000000 1135000000 1140000000 1145000000 11

Tourism contributes more than $2.3 billion in taxation

revenue to all levels of government.

4
 PRINCIPLES
– Tourism marketing is industry-led, market-driven and research-based
– Regionally, marketing will focus on building consumer preference and providing access to a wide range of
experiences, while international marketing will focus on building awareness of Alberta as a tourism destination
– Product marketing will be supported through co-operative marketing partnerships and programs
– Focus will be on the best-producing primary markets, with development of secondary and emerging markets
accomplished in partnership with industry
– New channels and technologies will be used to help communicate with our industry and our markets

PRIORITIES
– Increase spending, visitation and length-of-stay in Alberta by travellers from all markets
– Aggressively promote awareness of Alberta and preference for Alberta tourism experiences
– Emphasize the international gateways of Edmonton and Calgary, from where visitors can easily access
all regions of the province
– Strengthen relationships with the travel trade, including carriers
– Facilitate product packaging with industry
– Collect, disseminate and apply comprehensive tourism data and market intelligence on a timely basis
– Enhance integrated tourism support systems – such as the Tourism Information System and
World Wide Web – to communicate with our industry and our markets
– Strengthen media and public relations in all markets
– Develop the Alberta brand, to integrate with and support the Canada brand, to reflect Alberta
tourism experiences inclusive of the strategic interests of all regions of the province
– Develop and promote niche products and markets
– Promote travel in all four seasons and to all regions
– Use events and internationally-recognized icons to generate travel and destination awareness
– Improve relations with, and services for, the small- and medium-sized enterprise tourism operators
that typify our industry, especially in rural Alberta
– Build innovative and collaborative partnerships with industry, including
Destination Marketing Organizations (DMOs)
– Leverage Alberta’s growing national and international economic profile to increase tourism
– Encourage new Albertans, as well as their friends and relatives, to vacation in Alberta

2060000000 20
0000 00 2055000000
2045000000 2050 00000 2120
2095000000 2100000000 2105000000 2110000000 21150
2075000000 2080000000 2085000000 2090000000
00000 20600 00000 2065000000 2070000000
2045000000 2050000000 20550 21900
00000 2110000000 2115000000 2120000000 2125000000 2130000000 2135000000 214000000021700000002145000000 2150000000 2155000000 2160000000 2165000000 2170000000 2175000000 2180000000 2185000000
2130000000 2135000000 2140000000 2145000000 2150000000 2155000000 2160000000 2165000000 2175000000 2180000000 2185000000 2190000000 2195000000 2200000000 2205000000 2210000000 2215000000 2220000000 222
150000000 1155000000 1160000000 1165000000 1170000000 1175000000 1180000000 1185000000 1190000000 1195000000 1200000000 1205000000 1210000000 1215000000 1220000000 122500000

STRATEGIC TOURISM MARKETING PLAN 2007-2010 5

ANALYSIS

Alberta offers all its residents and visitors diverse, high quality tourism
products and experiences, featuring a safe environment, warm western
hospitality, spectacular scenery, natural wonders, abundant wildlife
and four-season outdoor activities.
Visitors can bring home memories of experiences that are unique in the world such as visits to stunning
national and provincial parks and five of Canada’s UNESCO World Heritage Sites. Opportunities exist
to truly escape to nature while remaining close to urban comforts and excitement.
Alberta has world-class natural, historical and cultural products which highlight its diverse western,
cultural, aboriginal, rural, agricultural, natural and palaeontological heritage. Visitors receive good
value for their tourism dollars, with no provincial sales tax and Alberta is well served by two major
international airports.
The province’s vibrant economy has positioned Alberta as a destination that attracts the attention of
prospective visitors who, once here, are entertained, inspired and educated. Alberta is a haven that relaxes
visitors in safe and modern cities, quaint and interesting towns and in the midst of some of the most
beautiful scenery on earth.

Regional markets continue to gain importance for Alberta’s tourism

industry given the tremendous economic growth occurring in Western
Canada and the propensity of regional visitors to travel year-round and to
all regions in the province.
Despite its world-class attributes, much work must still be done to establish a wider awareness of Alberta and
the variety of experiences and products available in both established and emerging markets. Alberta is still
working toward positioning itself as a “must see” tourism destination in an increasingly competitive marketplace.
Non-stop air access between Alberta and other markets is somewhat limited.

6
 Increased resources from the Tourism Levy allows Travel Alberta to
expand marketing horizons into British Columbia, Mexico, eastern
Europe and India.
Leveraging the increasing awareness of Alberta as a destination brought about by its vibrant, newsworthy
growth presents an excellent marketing opportunity. There is also growing interest in the marketplace for
outdoor activities and unique heritage experiences.
Prime marketing opportunities also include: innovative tour packages based on customer needs, expecta-
tions and demand, winter tour package opportunities to attract the non-ski market, the 2010 Olympic
Winter Games taking place in neighbouring British Columbia, shoulder season experiences and vacation
packages that focus on quality and value.

Other promising marketing opportunities include co-operative marketing

with British Columbia, markets being opened up by air carriers, emerging
First Nations tourism development, and additional scheduled flights into
Alberta’s gateway cities.
Alberta’s growing economy creates a challenge to keep Albertans in Alberta in the face of ever increasing
competition from other travel destinations. More Albertans are planning trips and can now well afford to
travel outside of Alberta and Canada.
Long-haul market challenges include limited non-stop air access to Alberta and bottlenecks at the connecting
gateways of Toronto and Vancouver. Intense competition from other destinations with aggressive and
extensive advertising and, in some cases, extremely low fares, particularly in Asia and Europe, are also key issues.
Higher energy costs are likely to lead to increased travel costs and increased security measures will hinder
travel. The strength of the Canadian dollar makes outbound travel a more appealing alternative for Albertans,
our largest market.
British Columbia is increasing its efforts to position itself as a gateway to the Rockies, and will improve its
position in preparation for the 2010 Olympic Winter Games.

The predictability and sustainability of Travel Alberta’s budget due to

growing Tourism Levy receipts will help us to meet and overcome
these challenges as we move forward over the next three years.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 7

 VISITATION & EXPENDITURES 00 8500000 90000
00 9500000 10000
000 10500000 11000
000 11500 0

00 7500000 80000
00 6500000 70000 0
40000 00 4500000 50000
00 5500000 60000
650000 0 700000 0 750000 0 8000000 8500000 900000
00 0
0 5000000 5500000 600000
0 37000000 37500000 38000000 38500000 39000000 39500000 40000000 40500000 00 3000000 35000
41000000 41500000 42000000 42500000 43000000 43500000 44000000 44500000 00 2000000 25000
45000000 45500000 46000000 46500000 47000000 47500000 48000000 48500000
4900000 500000 1000000 15000 0 3500000 4000000 450000
0000 41000000 41500000 42000000 42500000 43000000 43500000 44000000 44500000 45000000 45500000 46000000 46500000 47000000 47500000 48000000 48500000 4900000 500000 1000000 150000 0 2000000 2500000 300000
00 20500000 21000000 21500000 22000000 22500000 23000000 23500000 24000000 24500000 25000000 25500000 26000000 26500000 27000000 27500000 28000000 28500000 29000000 29500000 30000000 30500

TOURISM VISITATION (THOUSANDS) 1

(Estimate) (Target) (Target) (Target)

2001 2002 2003 2004 20052 2006 2007 2008 2009
ALBERTA 18,045 16,515 13,234 13,317 13,650 13,855 14,132 14,627 14,993
OTHER CANADA 3,740 3,411 3,086 3,219 3,348 3,432 3,518 3,641 3,750
UNITED STATES 1,010 1,073 962 1,026 957 945 940 950 970
EUROPE 439 386 386 418 442 438 450 470 487
ASIA/PACIFIC 373 349 197 314 320 323 340 358 368
OTHER OVERSEAS 42 38 30 36 35 37 39 41 41
TOTAL 23,649 21,772 17,895 18,330 18,752 19,030 19,419 20,087 20,609
1 Alberta and Other Canada visitation includes both same day and overnight person visits. All other regions are overnight person visits only.
2 Visitation for Alberta and Other Canada are estimates; visitation for United States, Europe, Asia/Pacific and Other Overseas are actual.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 20051 2006 2007 2008 2009
ALBERTA2 2,651 2,889 2,089 2,326 2,477 2,601 2,744 2,909 3,054
OTHER CANADA 1,262 1,192 1,001 1,154 1,229 1,290 1,355 1,436 1,519
UNITED STATES 716 656 675 764 624 585 595 618 642
EUROPE 382 364 385 425 503 513 540 580 615
ASIA/PACIFIC 312 308 152 248 255 265 286 310 325
OTHER OVERSEAS 42 39 32 41 38 40 43 47 48
TOTAL 5,365 5,448 4,334 4,958 5,126 5,294 5,563 5,900 6,203
1
Expenditures for Alberta and Other Canada are estimates; expenditures for United States, Europe, Asia / Pacific, and Other Overseas are actual.
2
Expenditures include cost of transportation fares paid by Albertans to travel to other parts of Canada.
Note: At the time of printing, Statistics Canada had not yet released domestic (Alberta and Other Canada) tourism data for 2005.
Consequently, all domestic data for 2005 and 2006 remain estimates.
TOURISM VISITATION (THOUSANDS)
(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005* 2006 2007 2008 2009
TOTAL

ALBERTA 20,609
14,993

OTHER CANADA 3,750

UNITED STATES 970

EUROPE 487
ASIA / PACIFIC 368
OTHER OVERSEAS 41
* Visitation for Alberta and Other Canada are estimates; visitation for United States, Europe, Asia/Pacific and Other Overseas are actual.
Note: Graphs are not drawn to scale.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005* 2006 2007 2008 2009
6,203
TOTAL
3,054
ALBERTA
1,519
OTHER CANADA

UNITED STATES 642

EUROPE 615

ASIA / PACIFIC 325

OTHER OVERSEAS 48
* Expenditures for Alberta and Other Canada are estimates; expenditures for United States, Europe, Asia / Pacific, and Other Overseas are actual.
Note: Graphs are not drawn to scale.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 9

VISITATION
BY TOURISM DESTINATION REGION

VISITATION: CANADIANS (THOUSANDS)

2001 2002 2003 2004
ALBERTA NORTH 1,787 1,477 1,426 1,441
ALBERTA CENTRAL 6,152 5,167 4,225 3,940
ALBERTA SOUTH 2,985 2,689 2,169 2,254
EDMONTON AND AREA 4,979 4,630 3,847 3,841
CALGARY AND AREA 4,328 4,355 3,503 3,531
CANADIAN ROCKIES 2,361 2,439 1,840 2,112
REGION UNSPECIFIED 103 176 160 257

VISITATION: AMERICANS (THOUSANDS)

2001 2002 2003 2004 2005
ALBERTA NORTH 32 40 49 60 49
ALBERTA CENTRAL 70 86 73 106 105
ALBERTA SOUTH 201 225 81 183 162
EDMONTON AND AREA 305 336 297 378 393
CALGARY AND AREA 296 296 272 292 224
CANADIAN ROCKIES 460 448 403 409 363
REGION UNSPECIFIED 9 22 14 12 12

VISITATION: OVERSEAS (THOUSANDS)

2001 2002 2003 2004 2005
ALBERTA NORTH 9 11 10 11 24
ALBERTA CENTRAL 43 41 38 50 30
ALBERTA SOUTH 64 49 39 48 59
EDMONTON AND AREA 143 150 123 134 142
CALGARY AND AREA 381 347 283 365 357
CANADIAN ROCKIES 617 533 427 523 536
REGION UNSPECIFIED 6 9 4 8 6

10
VISITATION: CANADIANS (THOUSANDS)
2001 2002 2003 2004
ALBERTA CENTRAL

EDMONTON AND AREA

3940
CALGARY AND AREA
3841
3531
ALBERTA SOUTH

CANADIAN ROCKIES
2254
2112
ALBERTA NORTH
1441

REGION UNSPECIFIED 257

VISITATION: AMERICANS (THOUSANDS)

2001 2002 2003 2004 2005
CANADIAN ROCKIES

393

EDMONTON AND AREA

363
CALGARY AND AREA

224
ALBERTA SOUTH

162
105
ALBERTA CENTRAL
ALBERTA NORTH
49
REGION UNSPECIFIED 12

VISITATION: OVERSEAS (THOUSANDS)

2001 2002 2003 2004 2005
CANADIAN ROCKIES

536

CALGARY AND AREA 357

EDMONTON AND AREA 142

ALBERTA SOUTH
59
ALBERTA CENTRAL 30
ALBERTA NORTH 24
REGION UNSPECIFIED 6

STRATEGIC TOURISM MARKETING PLAN 2007-2010 11

EXPENDITURES
BY TOURISM DESTINATION REGION

EXPENDITURES: CANADIANS ($ MILLIONS)

2001 2002 2003 2004
ALBERTA NORTH 251 299 209 244
ALBERTA CENTRAL 400 425 329 388
ALBERTA SOUTH 286 283 236 269
EDMONTON AND AREA 872 838 699 725
CALGARY AND AREA 834 772 640 725
CANADIAN ROCKIES 326 462 316 376
REGION UNSPECIFIED 73 53 24 49

EXPENDITURES: AMERICANS ($ MILLIONS)

2001 2002 2003 2004 2005
ALBERTA NORTH 36 29 57 62 38
ALBERTA CENTRAL 24 26 34 55 42
ALBERTA SOUTH 41 48 39 43 32
EDMONTON AND AREA 162 198 192 232 208
CALGARY AND AREA 105 95 89 92 68
CANADIAN ROCKIES 338 249 257 272 229
REGION UNSPECIFIED 1 5 3 3 4

EXPENDITURES: OVERSEAS ($ MILLIONS)

2001 2002 2003 2004 2005
ALBERTA NORTH 5 4 4 9 16
ALBERTA CENTRAL 17 14 18 29 13
ALBERTA SOUTH 19 18 12 18 24
EDMONTON AND AREA 75 84 67 74 93
CALGARY AND AREA 194 187 145 175 194
CANADIAN ROCKIES 415 391 315 400 448
REGION UNSPECIFIED 2 4 1 2 3

12
EXPENDITURES: CANADIANS ($ MILLIONS)
2001 2002 2003 2004
EDMONTON AND AREA

CALGARY AND AREA

725

388
ALBERTA CENTRAL
CANADIAN ROCKIES
376
ALBERTA SOUTH 269
ALBERTA NORTH 244

REGION UNSPECIFIED
49

EXPENDITURES: AMERICANS ($ MILLIONS)

2001 2002 2003 2004 2005
CANADIAN ROCKIES

229
208
EDMONTON AND AREA

CALGARY AND AREA 68

42
ALBERTA SOUTH
38
ALBERTA NORTH
32
ALBERTA CENTRAL
REGION UNSPECIFIED 4

EXPENDITURES: OVERSEAS ($ MILLIONS)

2001 2002 2003 2004 2005
448
CANADIAN ROCKIES

CALGARY AND AREA 194

EDMONTON AND AREA 93

ALBERTA SOUTH 24
ALBERTA CENTRAL 16
13
ALBERTA NORTH
REGION UNSPECIFIED 3

STRATEGIC TOURISM MARKETING PLAN 2007-2010 13

 STRATEGY & MARKETS

To build awareness of and preference for Alberta

as a vacation destination and to increase expenditures by
encouraging visitation and longer lengths-of-stay.

500000 23000000 23500000 24000000 24500000 25000000 25500000 26000000

26500000 27000000 27500000 28000000 28500000 29000000 29500000 30000000
30500000 31000000 31500000 32000000 32500000 33000000 33500000 34000000
34500000 35000000 35500000 36000000 36500000 37000000 37500000 38000000
38500000 39000000 39500000 40000000 40500000 41000000 41500000 42000000
42500000 43000000 43500000 44000000 44500000 4500

30500000 31000000 31500000 32000000 32500000 33000000 33500000 34000000 34500000 35000000 35500000 36000000 36500000 37000000 37500000 38000000 38500000 39000000 39500000 40000000 40500000 41000000 41500000 42000000 42500000 43000000 43500000 44000000 44500000 45000000 45500000 46000000 465
0000 14000000 14500000 15000000 15500000 16000000 16500000 17000000 17500000 18000000 18500000 19000000 19500000 20000000 20500000 21000000 21500000 22000000 22500000 23000000 23500000 2400

Alberta’s tourism markets comprise residents of Alberta and visitors from outside the province. The important
Alberta market represents approximately half of Alberta’s total tourism expenditures. The goal for the
in-province market is to encourage more Albertans to vacation and vacation longer in their province. The
overall goal for Regional, Long-haul Canada, U.S., Mexico, Europe and Asia/Pacific markets is to increase
expenditures, visitation and length-of-stay by building awareness and consumer preference.
For the first time in Travel Alberta’s eight-year history, the key priority of focusing marketing efforts solely on best-
producing markets is changing. This marketing focus will expand to include secondary and emerging market
penetration. Key to the execution of this expanding horizons strategy is the new sustainable funding provided by
the Tourism Levy. Sufficient marketing funding will result in real and sustained impact with more in-market
presence for Alberta in both our traditional and, now, secondary and emerging markets.
Strategies targeting the near-in regional markets will continue to support Alberta’s tourism industry by encouraging
consumers to travel to and within Alberta on a year-round basis and to all areas of the province. Regional marketing
programs will continue to target research-based buying segments and drive inquiries to Travel Alberta’s websites
and industry partners. Marketing aimed at B.C. and Saskatchewan residents will increase as a result of additional
marketing resources.
In all long-haul domestic and international markets, marketing strategies will focus on increasing awareness of
Alberta as a “must visit” destination in the mind of the consumer. The goal is to capitalize on pent-up demand,
confirmed by research, as travellers begin to explore their world once again following a period of global uncertainty.
Price, value and safety are key motivators in an aggressively competitive environment. Improved air access into the
province will continue to be a cornerstone in our strategy to penetrate key international markets. Improving air
access into Alberta from long-haul markets brings into focus the important roles of both Calgary and Edmonton
as gateway cities for the province and as distinct destinations within the province.

14
 REGIONAL AMERICAS: AMERICAS: EUROPE ASIA / PACIFIC
Primary LONG-HAUL CANADA, U.S. MEETINGS, CONVENTIONS Primary Primary Secondary
Alberta AND MEXICO – LEISURE & INCENTIVE TRAVEL Austria Australia China (including
British Columbia Primary Secondary Primary Secondary Germany Japan Hong Kong)
Saskatchewan Ontario Quebec Montreal Atlanta Switzerland Taiwan New Zealand
Secondary California Illinois Ottawa Colorado United Kingdom South Korea
Manitoba Connecticut Indiana Toronto Connecticut Secondary Emerging
New Jersey Michigan California New York France India
New York Minnesota Greater Chicago Texas Netherlands Malaysia
Texas Montana Minneapolis Philippines
Emerging
Ohio U.S. Pacific Northwest Singapore
Denmark
Oregon Washington, D.C. Thailand
Eastern Europe
Washington
Italy
Wisconsin
Norway
Mexico 000 17000000 17500
000 18000000 18500
000 19000000 19500
000 20

Sweden 000 13500000 14000

000 14500000 15000
000 15500000 16000000 16500

000 12500000 13000

000 11500000 12000 00 14500000 15000000 15500
000 10500000 11000
00 9500000 10000 00 13000000 13500000 140000
00 7500000 80000
00 8500000 90000
00 110000 00 11500000 12000000 125000
00 6500000 70000 0 9500000 10000000 105000
40000 00 4500000 50000
00 5500000 60000
650000 0 700000 0 750000 0 8000000 8500000 900000
00 0
0 5000000 5500000 600000
00 3000000 35000
00000 45500000 46000000 46500000 47000000 47500000 48000000 48500000 00 2000000 25000 0 3500000 4000000 450000
4900000 500000 1000000 15000
00000 47000000 47500000 48000000 48500000 4900000 500000 1000000 150000 0 2000000 2500000 300000
00000 24500000 25000000 25500000 26000000 26500000 27000000 27500000 28000000 28500000 29000000 29500000 30000000 30500000 31000000 31500000 32000000 32500000 33000000 33500000 34000000 34

The newly redeveloped TravelAlberta.com website offers industry high visibility on the Internet and continues to
exceed all Travel Alberta’s return on investment expectations. The new site has faster, more intuitive search features
and Google mapping technology for itinerary building and mapping. Content will be developed in other languages
to take advantage of the growth in Internet usage in Europe, Asia and Mexico as well as to communicate with fran-
cophones in Quebec. Consumer, travel trade relations and pioneering e-marketing initiatives will continue to be
implemented and carefully measured. Travel Alberta will also continue to build on the media and public relations
success achieved to date that has generated millions of dollars worth of free publicity around the world for Alberta.
A new emphasis will be placed on important secondary markets including Manitoba, Quebec, Mexico, South
Korea and India, among others. Research will also begin into exploring new potential markets such as eastern
Europe. New tactical investments will be applied toward strengthening the Meetings, Conventions and Incentive
Travel market in both Canada and the United States. In a new initiative, strategic marketing efforts will also be tied
to key events taking place in the province to attract visitors.
Increased co-operative marketing funding will be made available to the province’s tourism industry, principally
through the Tourism Destination Regions. This partnership between Travel Alberta and industry maximizes
marketing efficiencies and achieves greater returns on marketing activities. The active involvement of the Tourism
Destination Regions with industry consortia are now generating results that will continue to grow. The Canadian
Badlands initiative facilitated by Alberta Tourism, Parks, Recreation and Culture’s Tourism Development team is
a good example of this work. Thirty-four communities have created Canadian Badlands Ltd. to promote the area
– an important rural tourism initiative.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 15

REGIONAL MARKETS

The provinces of Alberta, British Columbia and Saskatchewan comprise the largest tourism markets for
Alberta. Together in 2004, the three markets represented $2.9 billion or 59 per cent of Alberta’s total
tourism expenditures. Albertans accounted for the largest portion of these tourism expenditures and
generated $2.3 billion in 2004. British Columbia accounted for $373 million in expenditures while visitors
from Saskatchewan spent $231 million.
These regional markets continue to gain importance for Alberta’s tourism industry given the tremendous
economic growth occurring in Western Canada and the propensity of regional visitors to travel year-round and
to all regions in the province.
Adding to this potential is the strong immigration to the region and the opportunity to capture tourism receipts from
“new Albertans” and their visiting friends and relatives.
Capturing a greater share of 3-7 day holidays in addition to shorter getaways remains a priority on a
forward-looking basis.

TOURISM VISITATION (THOUSANDS OF SAME DAY AND OVERNIGHT PERSON VISITS)

(Estimate) (Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
CANADA 21,785 19,926 16,320 16,536 16,998 17,287 17,650 18,268 18,743
PRIMARY MARKETS
ALBERTA 18,045 16,515 13,234 13,317 13,650 13,855 14,132 14,627 14,993
BRITISH COLUMBIA 1,627 1,253 1,258 1,302 1,367 1,408 1,450 1,508 1,558
SASKATCHEWAN 1,088 1,228 953 913 940 959 978 1,013 1,038

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
CANADA 3,913 4,081 3,090 3,480 3,706 3,891 4,099 4,345 4,573
PRIMARY MARKETS
ALBERTA1 2,651 2,889 2,089 2,326 2,477 2,601 2,744 2,909 3,054
BRITISH COLUMBIA 443 388 382 373 403 429 450 480 508
SASKATCHEWAN 222 253 214 231 244 255 266 285 298
1 Expenditures include cost of transportation fares paid by Albertans to travel to other parts of Canada.
Note: For the period 2006 - 2009, it is assumed that the Travel Price Index (TPI) will increase 2.50% each year.

MARKET SHARE
2001 2002 2003 2004
BRITISH COLUMBIA 66.9% 59.7% 62.8% 59.0%
SASKATCHEWAN 64.1% 67.4% 64.1% 64.1%
Note: Market share is the percentage of Canadian province visits
by travellers from each market to Alberta.

16
 Alberta, British Columbia and Saskatchewan together
represented $2.9 billion or 59 per cent of Alberta’s
total tourism revenue in 2004.

Alberta’s growing economy creates a challenge to keep Albertans in Alberta in the face of ever increasing competition
from other travel destinations. More Albertans are planning trips and can now well afford to travel outside of Alberta
and Canada.
To maintain and grow tourism from Alberta, British Columbia and Saskatchewan, Travel Alberta’s regional
marketing programs focus on three key strategies: consumer awareness and preference marketing on behalf of
industry, co-operative marketing programs with industry and “market readiness” consultation and education
for industry.

TOURISM VISITATION (THOUSANDS OF SAME DAY AND OVERNIGHT PERSON VISITS)

(Estimate) (Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
TOTAL CANADA

18,743
ALBERTA

14,993

BRITISH COLUMBIA 1,558

SASKATCHEWAN 1,038
Note: Graphs are not drawn to scale.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
4,573
TOTAL CANADA

3,054
ALBERTA

BRITISH COLUMBIA 508

SASKATCHEWAN 298
Note: Graphs are not drawn to scale.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 17

REGIONAL MARKETS (CONTINUED)

In 2004 research identified four key buying segments: Urban Explorers, Comfort Seekers, Accomplishers and
Real Relaxers. Travel Alberta’s awareness/preference marketing strategies continue to grow and evolve to meet
the targeted needs of each of these segment audiences. Increased budget resources in 2005 enabled marketing to the
segments to occur on a four-seasons basis in both Alberta and Saskatchewan. In 2007, segment-specific marketing
activities utilizing e-marketing (e.g. the Travel Alberta Holiday Card and TravelAlbertaLive.com) and segment
specific media campaigns will continue.
To complement this approach and complete the sales cycle, industry can participate in “platform” co-operative
marketing programs developed by Travel Alberta. Industry can also develop its own consortia-led projects
eligible for Travel Alberta investment.
Industry’s tourism marketing is further supported through a variety of market readiness programs offered to achieve
increased marketing efficiencies and effectiveness. Workshops, networking seminars and a new CD-ROM for
developing marketing plans are examples of the resources available on an individual and group basis to increase
marketing results. Several ongoing marketing readiness initiatives include: Canadian Badlands, Aboriginal
Tourism, Agricultural Tourism, Horse Experience, Icefields Parkway and Accommodations Experience.
Travel Alberta will enter British Columbia with a dedicated marketing program. Research indicates there are
opportunities separate from Alberta and Saskatchewan to gain holiday share based on communicating timely
information on what is unique and available for B.C. vacationers. Where Alberta and Saskatchewan are loyal
vacationers, the B.C. market needs to be convinced and the campaign will be the largest ever executed targeting
our neighbours to the west.
Consideration is also being given to
FOUR REGIONAL BUYING SEGMENTS: entering the Manitoba market for the
first time, based on industry interest.
Research will be commissioned to
ACCOMPLISHERS determine the market potential of
Manitoba.

COMFORT SEEKERS The collective marketing efforts of

Travel Alberta and industry in the regional
markets can result in increased visitation

REAL RELAXERS and expenditures and targets are set to see

visitation grow 13 per cent and revenues to
grow 32 percent by 2010.

URBAN EXPLORERS

18
LONG-HAUL
CANADA, U.S. AND MEXICO MARKETS

The long-haul North American market is the largest tourism market outside Alberta. U.S. person trips
declined to 957,000 in 2005 from 1,026,000 in 2004 and expenditures decreased by 18 per cent to $624
million in 2005 from $764 million in 2004. In 2004, Ontario accounted for 580,000 visits to Alberta, a 14 per
cent increase over 2003, and $358 million in expenditures, an increase of 46 per cent.
Visitation from the United States is down across Canada, including Alberta. Research by the Canadian Tourism
Commission confirms that there is no single reason why Americans are not travelling to Canada at traditional levels.
The U.S. still has great long-term potential that cannot be ignored in times of downturn. America remains Alberta’s
largest international market. Due to increased competition from American states, South Africa, Australia and
Europe, Alberta’s marketing approach requires an even greater focus.
To halt and then reverse the downturn, we will target the U.S. market with specific niche offerings more strategically.
Travel Alberta will develop one-to-one relationships with our customers through traditional and e-marketing
strategies to clearly demonstrate the advantages of an Alberta vacation and to drive customers to Alberta
industry websites.
A successful program to introduce
Alberta to the relatively new market of
New York and the eastern seaboard of the To halt and then reverse declining visitation,
U.S. was designed to take advantage of we will strategically target the U.S. market with
new direct Air Canada service. With this specific niche offerings.
groundwork laid, more such marketing
initiatives will be explored and executed. The strategy for this market also includes
The strategy for this market also an increased presence in both
includes an increased presence in both Ontario and Quebec.
Ontario and Quebec, beginning with
new research to better understand these
long-haul domestic markets.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 19

 LEISURE
There is concern that U.S. travel to Canada is not rebounding as quickly as anticipated. The outlook for leisure
travellers to Alberta is expected to strengthen through 2010. The popularity of online travel booking is especially
strong and continues to grow in this market.
Travel Alberta will continue to expand and enhance online e-marketing initiatives and continue to expand travel
media and public relations programming. The focus will be on vertical marketing of niche product segments that
have been identified by market research. The secondary market of Quebec will also be a focus of more marketing
activity. Ski and snowboarding co-operative marketing programs will continue and be enhanced further. A stronger
focus on this niche market and gateway city partnerships will be cornerstones of Alberta’s strategy.
Responding to industry initiatives and improved air access, successful public and media relations tactics were
implemented in Mexico during 2005. Building on these early successes, which included a charter program out of
this market to Edmonton in the summer of 2006, this secondary market will be aggressively pursued.

TOURISM VISITATION (THOUSANDS) 1

(Estimate) (Target) (Target) (Target)

2001 2002 2003 2004 20052 2006 2007 2008 2009
CANADA 21,785 19,926 16,320 16,536 16,998 17,287 17,650 18,268 18,743
PRIMARY MARKET
ONTARIO 651 503 509 580 626 658 684 718 747
UNITED STATES 1,010 1,073 962 1,026 957 945 940 950 970
PRIMARY MARKETS
CALIFORNIA 113 112 97 97 85 84 99 100 103
TEXAS 51 58 62 48 43 42 50 51 52
1
Canada visitation includes both same day and overnight person visits. U.S. visitation includes overnight person visits only.
2
Visitation for Canada is estimated; visitation for the United States is actual.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 20051 2006 2007 2008 2009
CANADA 3,913 4,081 3,090 3,480 3,706 3,891 4,099 4,345 4,573
PRIMARY MARKET
ONTARIO 431 296 246 358 401 431 459 500 531
UNITED STATES 716 656 675 764 624 585 595 618 642
PRIMARY MARKETS
CALIFORNIA 85 71 70 75 60 57 58 60 63
TEXAS 60 49 54 42 26 24 25 26 27
1
Expenditures for Canada are estimated; expenditures for the United States are actual.
Note: For the period 2006 - 2009, it is assumed that the Travel Price Index (TPI) will increase 2.50% each year.

MARKET SHARE
2001 2002 2003 2004 2005
ONTARIO 8.5% 6.5% 6.9% 7.7% N/A
UNITED STATES 6.0% 6.1% 6.2% 6.2% 6.2%
Note: Market share is the percentage of Canadian province visits by travellers from each market to Alberta.

20
 MEETINGS, CONVENTIONS AND INCENTIVE TRAVEL
Improving economies and pent-up demand led to an upturn in business travel in 2005 that is expected to continue
well into 2009. Results for 2005 exceeded targets due to increased Meetings, Conventions and Incentive Travel
representation in the U.S. market.
Travel Alberta added a new General Sales Agent in 2006, located in Ottawa, to augment the team of representatives
located in Washington, D.C., Chicago and Los Angeles. This allows Alberta to be represented in Ontario and
Quebec which are new primary meeting markets for Alberta.

TOURISM VISITATION (THOUSANDS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 20051 2006 2007 2008 2009
TOTAL CANADA

18,743

TOTAL UNITED STATES 970

ONTARIO 747
CALIFORNIA 103
TEXAS 52
1
Visitation for Canada is estimated; visitation for the United States is actual.
Note: Graphs are not drawn to scale.
TOURISM EXPENDITURES ($ MILLIONS)
(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 20051 2006 2007 2008 2009
4,573
TOTAL CANADA

TOTAL UNITED STATES 642

ONTARIO 531
CALIFORNIA 63
TEXAS 27
1
Expenditures for Canada are estimated; expenditures for the United States are actual.
Note: Graphs are not drawn to scale.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 21

EUROPE MARKETS

Europe continues to provide Alberta with its largest number of overseas visitors and this market will be
aggressively pursued, especially in light of the softening U.S. market. In 2005, visitation from Europe
increased to 442,000 from 418,000 visitors in 2004. Expenditures increased by 18 per cent to $503 million
in 2005 from $425 million in 2004.
Stability and steady economic growth throughout the European Union and neighbouring countries will be reflected
in continued visitor traffic growth to Alberta. Facilitating this growth is an increase in non-stop scheduled and
charter air access from a number of European gateways to Alberta, including additional non-stop service from
London to Calgary and Edmonton.
Travel Alberta research has identified a need for new experiential product to meet the travel interests of this
market. More work will be done in this area to develop and increase experiential product.
Eastern Europe has been identified as a new emerging market and research will begin to further define this market’s
potential. Travel Alberta will be responsive to positive opportunities that are revealed through research.
Travel Alberta’s current and new investments focus on reinforcing Alberta’s presence in established markets.
While continuing to develop our relations with media, tour operators and partners, e-marketing initiatives will
be aggressively pursued.

TOURISM VISITATION (THOUSANDS OF OVERNIGHT PERSON VISITS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
EUROPE 439 386 386 418 442 438 450 470 487
PRIMARY MARKETS
UNITED KINGDOM 216 188 201 228 225 226 235 245 255
GERMANY 92 68 71 76 85 85 88 92 96

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
EUROPE 382 364 385 425 503 513 540 580 615
PRIMARY MARKETS
UNITED KINGDOM 207 200 222 254 286 294 314 334 355
GERMANY 67 55 62 67 82 84 89 96 102
Note: For the period 2006 - 2009, it is assumed that the Travel Price Index (TPI) will increase 2.50% each year.

MARKET SHARE
2001 2002 2003 2004 2005
UNITED KINGDOM 18.8% 18.3% 20.9% 20.0% 18.7%
GERMANY 18.8% 16.1% 19.3% 17.6% 18.9%
Note: Market share is the percentage of Canadian province visits by travellers from each market to Alberta.

22
 With European consumers defining their vacation interests more narrowly and asking for more personalized travel
choices, the Internet is the ideal platform to reach consumers with relevant travel information and brand messaging.
Travel Alberta will use new web-based technology to develop targeted consumer awareness and promotions to key
segments of this marketplace. Travel Alberta will build on the newly launched TravelAlberta.com platform to
match new Alberta experiences with consumers in co-operation with key accounts and Alberta industry partners.
A focus will be placed on developing awareness of Alberta as a preferred destination through web-based social
networking applications and enhanced content.
Web-based programs will be integrated with innovative public relations, non-traditional partnerships, and new
experiential products offered by Alberta industry.

TOURISM VISITATION (THOUSANDS OF OVERNIGHT PERSON VISITS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
487
TOTAL EUROPE

255
UNITED KINGDOM

GERMANY 96

Note: Graphs are not drawn to scale.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009

615

TOTAL EUROPE
355

UNITED KINGDOM

GERMANY
102
Note: Graphs are not drawn to scale.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 23

ASIA/PACIFIC MARKETS

Positive growth for visitors to Alberta from the Asia/Pacific region occurred in 2005. Overall traffic grew to
320,000 visitors in 2005 from 314,000 in 2004, with expenditures increasing 3 per cent to $255 million in
2005 from $248 million in 2004. This growth trend is forecast to continue through 2009.
Non-stop air access from Asia/Pacific continues to be one of the biggest challenges in delivering visitors directly
into Alberta. Our focus continues to be working with Air Canada and foreign carriers, with these efforts continuing
through 2007 and beyond. Equally challenging is the growing and aggressive competition we face in this market.
Despite this intense competition, our aim is to continue and strengthen efforts to ensure we are competing in this
market, as its size and potential are so enormous.
Asia continues to see strong economic growth and relative stability in the region. Japan, Taiwan and South Korea
are expected to sustain growth in 2007 through 2009. We are working on very promising opportunities in our
secondary market of South Korea and, with in-market representation, we will continue to focus on identifying
additional opportunities for Travel Alberta to generate awareness.

TOURISM VISITATION (THOUSANDS OF OVERNIGHT PERSON VISITS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
ASIA/PACIFIC 373 349 197 314 320 323 340 358 368
PRIMARY MARKETS
JAPAN 148 135 45 87 109 111 118 125 130
AUSTRALIA 54 56 43 54 44 45 48 51 52

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009
ASIA/PACIFIC 312 308 152 248 255 265 286 310 325
PRIMARY MARKETS
JAPAN 134 131 43 67 74 78 85 93 99
AUSTRALIA 45 46 40 59 58 61 66 72 75
Note: For the period 2006 - 2009, it is assumed that the Travel Price Index (TPI) will increase 2.50% each year.

MARKET SHARE
2001 2002 2003 2004 2005
JAPAN 23.5% 21.9% 15.0% 17.4% 19.8%
AUSTRALIA 18.1% 19.4% 20.1% 17.8% 16.2%
Note: Market share is the percentage of Canadian province visits by travellers from each market to Alberta.

24
 Overall traffic grew to 320,000 visitors in 2005 from 314,000 in 2004,
with overall expenditures increasing 3 per cent to $255 million
in 2005 from $248 million in 2004.

Unfortunately, bilateral negotiations have stalled between China and Canada on Approved Destination Status
designation. Travel Alberta will continue efforts to ensure Alberta’s position in the forefront of tourism initiatives
in China once Approved Destination Status has been awarded. A full-time representative based in Taipei is
developing relationships, key for working in this market.
Australia has enjoyed uninterrupted and sustained economic growth over the last five years and that pattern is
expected to continue. More in-market representation and investment to take advantage of this growth is planned.
Alberta’s investment in Asia/Pacific will continue with focus on destination awareness through relationships with
media and public relations. Likewise, Travel Alberta will continue strengthening partnerships with tour operators
and other partners in the region and their Canadian-based receptive operators. With the traditional value chain
and traditional distribution models in this marketplace being challenged with online channels, Travel Alberta will
aggressively move web-based activity from the periphery of the marketing mix to the centre of fully integrated
marketing solutions. Focus will be on gaining cultural relevance in all local markets and working closely with
traditional distribution partners and Alberta industry to grow market share by enhancing the delivery of new expe-
riential travel products through the Internet.
Travel Alberta will analyze, plan, and implement pilot web-based marketing promotions that are targeted to
specific experiential segments of the consumer population and introduce new applications on TravelAlberta.com.

TOURISM VISITATION (THOUSANDS OF OVERNIGHT PERSON VISITS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009

368
TOTAL ASIA / PACIFIC

130
JAPAN

AUSTRALIA 52

Note: Graphs are not drawn to scale.

TOURISM EXPENDITURES ($ MILLIONS)

(Estimate) (Target) (Target) (Target)
2001 2002 2003 2004 2005 2006 2007 2008 2009

TOTAL ASIA / PACIFIC 325

JAPAN
99
75
AUSTRALIA

Note: Graphs are not drawn to scale.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 25

 MARKETING ACTIVITIES
24500000 25000000 25500000 26000000 26500000 27000000 27500000 28000000
28500000 29000000 29500000 30000000 30500000 31000000 31500000 32000000
32500000 33000000 33500000 34000000 34500000 35000000 35500000 36000000
36500000 37000000 37500000 38000000 38500000 39000000 39500000 40000000
40500000 41000000 41500000 42000000 42500000 43000000 43500000 44000000
44500000 45000000 45500000 46000000 46500000 47
000 32000000 32500000 33000000 33500000 34000000 34500000 35000000 35500000 36000000 36500000 37000000 37500000 38000000 38500000 39000000 39500000 40000000 40500000 41000000 41500000 42000000 42500000 43000000 43500000 44000000 44500000 45000000 45500000 46000000 46500000 47000000 47500000 4
500000 15000000 15500000 16000000 16500000 17000000 17500000 18000000 18500000 19000000 19500000 20000000 20500000 21000000 21500000 22000000 22500000 23000000 23500000 24000000 24500000 25

Travel Alberta’s tourism marketing is industry-led, market-driven and research-based. A variety of channels
are used to achieve marketing objectives, as follows:

CONSUMER RELATIONS
Destination awareness activities target consumers directly and reach them through integrated programs using
various vehicles such as paid media advertising, consumer shows, direct mail, public and media relations and the
Internet. Given the high costs of mass media marketing, it is critical that these initiatives are extremely targeted
both geographically and by market segment.

TRAVEL MEDIA RELATIONS

By working closely with members of the media from around the globe, Alberta’s stories and images are published
and broadcast resulting in media coverage worth tens of millions of dollars. The work includes relationship
building, pitching story ideas and organizing familiarization tours in co-operation with Travel Alberta’s industry
partners. Work also involves proactive media support to Alberta industry through activities such as media relations
training and coaching.

TRAVEL TRADE RELATIONS

Travel Alberta works closely and directly with national and international tourism wholesalers, resellers and other
industry partners such as carriers, and participates in a number of key travel trade shows.

MEETINGS, CONVENTIONS AND INCENTIVE TRAVEL

The goal is to increase awareness of Alberta as a preferred meeting, convention and incentive travel destination.
General Sales Agents located in key U.S. and Canadian markets work to build relationships with convention and
meeting planners to generate leads and bring more business travellers to Alberta.

CO-OPERATIVE MARKETING
Industry partners share in co-operative product marketing investments by Travel Alberta that support and
complement the goals and strategies of this plan. Travel Alberta and Tourism Destination Regions work in
partnership with industry to maximize marketing efficiencies and achieve greater returns on co-operative
marketing activities.

TRAINING AND DEVELOPMENT

Travel Alberta In-Province works with tourism marketing organizations, individual operators, associations and
consortia to enhance or create programs to encourage visitation. The goal is to build market readiness through
education, consulting, workshops, seminars, conferences and coaching.

26
 000 21500000 2
000 20500000 21000
000 19500000 20000
000 18500000 19000
000 17000000 17500000 18000
000 16000000 16500
000 15000000 15500
000 14000000 14500
000 13000000 13500
000 12000000 12500 00 16000000 16500000 1700
000 11000000 11500 00 14500000 15000000 155000
00 9000000 95000
00 10000000 10500 00 13000000 13500000 140000
7500000 8000000
85000 00 11500000 12000000 125000
5500000 6000000
6500000 7000000 0 9000000 9500000 10000000 10500000 110000
00 4000000 4500000 5000000 0 700000 0 7500000 8000000 850000
2500000 3000000
35000 0 5500000 6000000 650000
1500000 2000000 0 4000000 4500000 500000
000000 47500000 48000000 48500000 4900000 500000 1000000
0 2500000 3000000 350000
48000000 48500000 4900000 500000 1000000 1500000 200000
5000000 25500000 26000000 26500000 27000000 27500000 28000000 28500000 29000000 29500000 30000000 30500000 31000000 31500000 32000000 32500000 33000000 33500000 34000000 34500000 35000000

CONSUMER WEBSITE
TravelAlberta.com is Travel Alberta’s primary consumer information and marketing tool, servicing all designated
markets worldwide. TravelAlberta.com has experienced substantial growth in visitation since the inception of the
site in 2000. Marketing initiatives are focusing more and more on the Internet as the ultimate call to action.

INDUSTRY WEBSITE
Industry.TravelAlberta.com is the business-to-business website for Travel Alberta. Travel Alberta strives to
cultivate a community of Alberta tourism industry operators and partners by delivering easy access to an abundance
of current information that helps them make profitable business decisions and offer opportunities through
online collaboration.

VISITOR INFORMATION CENTRES

The highly trained staff of 10 Travel Alberta Visitor Information Centres, located at strategic points of entry to the
province and other high traffic locations in Alberta, provide visitors with travel information counselling. Alberta
Tourism, Parks, Recreation and Culture operates the Visitor Information Centre in West Glacier, Montana and
nine centres are contracted to local tourism organizations.

CONTACT CENTRE AND DISTRIBUTION CENTRE

The Contact Centre handles 1-800-ALBERTA phone calls, letters, faxes, e-mails and TravelAlberta.com website
requests. The Distribution Centre sends out information packages to consumers.

PHOTO AND VIDEO LIBRARY

The Travel Alberta Photo and Video Library supports tourism marketing by loaning photographs and video
materials to public and private sector clients for the development of advertising and marketing materials that
promote Alberta as a world-class vacation destination.

RESEARCH
The research program is developed in conjunction with the Strategic Tourism Marketing Council and Travel
Alberta and is managed through Alberta Tourism, Parks, Recreation and Culture. Travel Alberta and the Alberta
tourism industry need to understand customers; their needs, wants and desires; and be efficient and effective at
reaching those who have the highest propensity to visit and travel within Alberta.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 27

PERFORMANCE MEASURES
Performance measures of the five objectives of this plan and the performance targets for 2007 to 2009 follow.
Targets are set based on past performance, goals and/or maintaining a certain level of service quality. For those
areas that are currently at their goal, the strategy will be to maintain that level of performance. Seven of the
performance measures are based on an extensive survey of more than 1,100 industry operators in Alberta and
56 key international tourism operators.

1 – ENHANCE AWARENESS OF ALBERTA AS

A TOURISM DESTINATION IN ALL MARKETS
Actual Targets

Activity Goal Performance measures 2006 2007 2008 2009

Consumer Increased inquiries for Total inquiries 3.8 4.1 4.5 5.0
relations Alberta vacation destinations to Travel Alberta million million million million
(Web and Contact Centre)

Media relations Increased number and quality Value of media space $76.1 $80.0 $85.0 $90.0
of articles written/broadcast and time for unpaid million million million million
about Alberta as a travel destination stories about Alberta

Travel trade Maintain and build strong Per cent of international 93% 98% 98% 98%
relations relationships with travel trade clients satisfied with
to increase Alberta product Travel Alberta services
offerings in long-haul markets

Meetings, Increased consideration Potential room nights 118,000* 73,000 76,000 80,000
Conventions and of Alberta as a meetings, generated by leads
Incentive Travel conventions and incentive
travel destination Per cent of MC&IT 97% 96% 96% 96%
clients satisfied with
Travel Alberta services
* Includes four unique conferences representing 45,000 potential room nights.

2 – INCREASE AND DIVERSIFY TOURISM PRODUCT

MARKETING IN PRIMARY GEOGRAPHIC MARKETS
Actual Targets

Activity Goal Performance measures 2006 2007 2008 2009

Co-operative Facilitate marketing Per cent of industry clients 72% 80% 80% 80%
marketing opportunities for industry satisfied with co-operative
participation marketing opportunities
Per cent of industry clients 73% 75% 75% 75%
satisfied with marketing
services provided by Tourism
Destination Regions

Support new and incremental Industry investment National/ 1:1 1:1 1:1
industry-developed leverage of Travel International-1.92:1
marketing projects Alberta co-operative ($3,691,000: $1,922,000)
marketing In-Province-1.6:1 1:1 1:1 1:1
investments ($1,021,000: $650,000)
Tourism Destination Regions-1.29:1 1:1 1:1 1:1
($3,576,000: $2,765,000)

28
3 – EXPAND AND IMPROVE THE MARKET READINESS AND
MARKETING CAPACITY OF ALBERTA INDUSTRY OPERATORS
Actual Targets

Activity Goal Performance measures 2006 2007 2008 2009

Training and Improved quality, Per cent of industry 78% 85% 85% 85%
development presentation and clients satisfied with training
delivery of product in the and development opportunities
marketplace by industry

Industry website Improved usage and satisfaction Per cent of industry 73% 80% 80% 80%
of industry members using users satisfied with
Industry.TravelAlberta.com Industry.TravelAlberta.com
for information and
marketing knowledge

4 – PROVIDE TIMELY, ACCURATE AND COMPREHENSIVE

TRAVEL PLANNING INFORMATION TO CUSTOMERS
Actual Targets

Activity Goal Performance measures 2006 2007 2008 2009

Consumer Customers are satisfied Per cent of website 80% 85% 86% 87%
website with information received visitors satisfied
on TravelAlberta.com

Visitor Information Customers are satisfied with Per cent of visitors to 98% 98% 98% 98%
Centres (VICs) information counselling received VICs satisfied
at an Alberta government-operated
Visitor Information Centre

Contact Centre Customers are satisfied with Per cent of callers to 96% 85% 87% 90%
(1-800-ALBERTA) information and/or counselling 1-800-ALBERTA satisfied
received at the Contact Centre

5 – COLLECT, PACKAGE AND DISTRIBUTE TOURISM DATA

AND MARKET INTELLIGENCE TO TOURISM INDUSTRY
Actual Targets

Activity Goal Performance measures 2006 2007 2008 2009

Research To provide reliable and Per cent of industry 72% 80% 80% 80%
timely data on industry clients satisfied
performance

STRATEGIC TOURISM MARKETING PLAN 2007-2010 29

ALBERTA’S TOURISM
MARKETING FRAMEWORK

POLICY
Strategic Tourism Marketing Council (STMC) Minister, Alberta Tourism, Parks, Recreation and Culture

MARKETING MANAGEMENT
Travel Alberta Secretariat Alberta Tourism, Parks, Recreation and Culture
Tourism, Marketing and Heritage

TACTICAL MARKETING IMPLEMENTATION

Tourism Destination Regions Tourism Services
Visitor Information Centres
Travel Alberta International
Contact and Distribution Centres
General Sales Agents
Photo and Video Library
Travel Alberta In-Province
Tourism Research

TOURISM SALES
Alberta’s Tourism Industry – Destination Marketing Organizations

30
 All of Alberta’s tourism framework programs and services are designed to assist Alberta’s tourism industry to market
and sell their products. Travel Alberta works in partnership with industry, many represented by Destination
Marketing Organizations and/or other regional/provincial associations and marketing groups.

Strategic Tourism Marketing Council (STMC)

The STMC comprises members of Alberta’s tourism industry and three members representing the provincial
government – all appointed by Alberta’s Minister of Tourism, Parks, Recreation and Culture. The Council provides
strategic direction for tourism marketing by directing the development of the Strategic Tourism Marketing Plan.
The STMC also provides direction to the Travel Alberta Secretariat regarding effective and efficient delivery of
tourism marketing programs, provides advice on policies and procedures that support the partnering of tourism
marketing programs between the public and private sectors and provides advice to the Minister on issues that affect
tourism marketing. As well, the Council promotes best practices and facilitates networking in the tourism marketing
industry by such activities as chairing the annual industry conference and awards program.

Travel Alberta Secretariat

Travel Alberta is a reporting entity of the Ministry of Alberta Tourism, Parks, Recreation and Culture. Travel
Alberta is accountable for and provides marketing direction to its two marketing contractors, Travel Alberta
In-Province and Travel Alberta International. It also works closely with six Tourism Destination Regions, numerous
Destination Marketing Organizations and the private sector within the province to implement the Strategic
Tourism Marketing Plan.

Travel Alberta In-Province

Responsible for executing marketing programs aimed at markets within Alberta, British Columbia and
Saskatchewan. Regional marketing directors and staff serve individual operators, partnerships, product consortia,
Destination Marketing Organizations and Tourism Destination Regions. Travel Alberta In-Province works with
the grass roots of industry to build marketing opportunities and market readiness.

Travel Alberta International

Travel Alberta International is responsible for the Americas, Europe and Asia/Pacific markets and works closely
with in-market General Sales Agents in primary international markets.

Tourism Destination Regions (TDRs)

Alberta’s six Tourism Destination Regions include: Alberta Central, Alberta North, Alberta South, Calgary and
Area, Canadian Rockies and Edmonton and Area. Each TDR is governed by a board of directors and priorities
focus on the provision of marketing funding to industry consortia. The overall goal of the TDRs is to increase
tourism for the regions.

STRATEGIC TOURISM MARKETING PLAN 2007-2010 31

 STRATEGIC TOURISM
MARKETING COUNCIL (MARCH 2007)
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Mac Makenny – Industry Co-chair John Kristensen

Owner/Operator Assistant Deputy Minister
Homeplace Ranch, Priddis Parks, Conservation, Recreation and Sport
Alberta Tourism, Parks, Recreation
Fay Orr – Government Co-chair
and Culture, Edmonton
Deputy Minister
Alberta Tourism, Parks, Recreation LeAnne Lane
and Culture, Edmonton Owner/Operator
Willow Lane Ranch, Granum
Ian Allison
Vice President Ken Mandrusiak
Television and Media Sales President
Spruce Meadows, Calgary Black Knight Inn, Red Deer
Marilyn Bell Paul Mathias
Regional Director of Sales and Marketing Owner/Operator
Fairmont Hotels and Resorts, Alberta Region, Banff Winefred Lake Lodge, Conklin
Roland Bellerose Peter McCart
Chief Executive Officer Vice President, Marketing
Niche Publishing Inc., Bragg Creek Edmonton Airports, Edmonton
Crosbie Cotton Wynn McLean
Director General Manager
National Park Ski Area Association, Calgary Camrose Regional Exhibition, Camrose
Joe Fardell Doug McPhee
President and CEO General Manager
Tourism Calgary, Calgary Hertz IL, Jasper
Ron Killick Ryan Pomeroy
Owner/Operator President
David Thompson Resort, Nordegg Pomeroy Group, Grande Prairie

32
 TRAVEL ALBERTA
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Frank Saulnier Derek Coke-Kerr

President-directeur general Managing Director
Conseil de développement
Don Boynton
économique de l’Alberta, Edmonton
Director, Communications
Will Schmidt
Shirlee Friesz
General Manager
Manager, Finance
Carriage House Inn, Calgary
Peter Gregus
Bob Scott
Portfolio Manager, Alberta
Assistant Deputy Minister
Tourism, Marketing and Heritage Simone Hambly
Alberta Tourism, Parks, Recreation Council Coordinator
and Culture, Edmonton
Aaron Nissen
Ladd Snowsell Manager, e-Strategies
General Manager
Klaus Roth
Ski Banff-Lake Louise-Sunshine, Banff
Portfolio Manager, Americas
Williard Strebchuk
Cameron Spence
President
Portfolio Manager, International
K.W.E.D. Group of Companies, Whitecourt
Hans von Bloedau
Regional Manager, Managed Hotels
– Alberta and N.T., Coast Hotels
Derek Coke-Kerr (Ex-officio)
Managing Director
Travel Alberta, Calgary
Dave Rodney (Ex-officio)
MLA, Calgary – Lougheed

STRATEGIC TOURISM MARKETING PLAN 2007-2010 33

 500, 999 – 8th Street S.W.
Calgary, Alberta T2R 1J5
Phone: 403.297.2700
Fax: 403.297.5068
E-mail: Info@TravelAlberta.com
Web: Industry.TravelAlberta.com 5020
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