Travel Alberta CEO Royce Chwin

By rdnewsNOW staff

ALBERTA TOURISM

Travel Alberta takes aim at the next 10 years of tourism growth

Oct 29, 2019 | 6:17 AM

BANFF- In an address on Monday to almost 600 industry partners, Travel Alberta CEO Royce Chwin stated tourism operators need to broaden their thinking to grow Alberta’s tourism revenue to $20 billion by 2030.

Speaking at the 20th annual Travel Alberta Industry Conference, Chwin said a decade’s worth of industry collaboration and hard work has built a strong foundation for the next 10 years, positioning tourism as a key economic driver and diversifier for Alberta.

Chwin explained, “Now, as we gear up for the next decade, we need a province-wide strategy that addresses the triple bottom line, delivering on the needs of people, the planet and profit.”

In 2017, visitors spent a record $8.9 billion, a 5% increase year over year, supporting more than 22,000 tourism-related businesses and 127,000 jobs in all corners of the province.

A focus on developing new tourism experiences throughout the province and driving visitation year-round has been a key success factor over the last 10 years, even in difficult economic times.

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“Alberta entrepreneurs and tourism-related businesses are the backbone of our industry,” said Chwin. “They’re the ones who create the experiences that inspire travellers to come to Alberta, build communities and economies, and create the jobs that support our province.”

Meeting the needs of Albertans, improving their quality of life, and ensuring the health of their communities will be an equally important component of Alberta’s new tourism growth strategy.

“How we balance these three elements—people, the planet and profit—answer the challenges, and take advantage of the opportunities before us, is what Alberta’s 10-year tourism strategy will aim to solve,” said Chwin.

A new industry-led coalition has also been formed.

The Tourism Industry Association of Alberta (TIAA), will work collaboratively with industry stakeholders, including the Government of Alberta and Travel Alberta to advocate policy that supports the growth and sustainability of Alberta’s visitor economy, foster strategic partnerships, and drive innovation, investment and the development of new visitor experiences.