Three new federal and provincial funding programs for Alberta destination management organizations and tourism businesses are addressing key areas of need, as identified in a recent Travel Alberta industry COVID-19 impact survey:
- $4 million – Alberta Destination Management Organization (DMO) COVID-19 Operational Relief Program
Through a partnership between Travel Alberta and Western Economic Diversification Canada (WD), this joint funding program will provide temporary operational funding to nine of Alberta’s primary DMOs serving the cities and Rockies: Tourism Calgary; Edmonton Tourism; Banff & Lake Louise Tourism; Tourism Jasper; Tourism Canmore Kananaskis; Tourism Medicine Hat; Tourism Red Deer; Grande Prairie Regional Tourism Association; and Explore Wood Buffalo (Fort McMurray). WD is contributing $1.45 million with a further $2.55 million from Travel Alberta’s budget to help ensure the future sustainability of these DMOs and their ability to support community tourism businesses as they reopen.
- $4 million – Destination Canada Domestic Funding Program
Destination Canada is providing a one-time contribution to Alberta’s four largest city/community DMOs, that are major contributors to provincial revenues and employment. The funding to Tourism Calgary, Edmonton Tourism, Banff & Lake Louse Tourism and Tourism Jasper, who traditionally work with Destination Canada, will support regional promotional initiatives this summer and winter. Destination Canada’s $4 million contribution will amplify Travel Alberta’s own $4 million investment in regional campaigns to responsibly inspire Albertans to explore the province as provincial health guidelines allow. It will also support content creation to drive future visitation to Alberta in spring and summer 2021 and beyond.
- $5 million – Travel Alberta Cooperative Investment Program
This grant program, 100 per cent funded by Travel Alberta, supports private sector tourism businesses, municipalities and non-profits through two funding streams related to product/experience development and partnership marketing investment to drive responsible travel and cash flow to businesses. Applications for the summer intake are now being accepted through to June 30, 2020.