Travel Alberta focuses on overseas visitation to bridge the gap of $1.5 billion

Published on : Saturday, November 3, 2018

Travel Alberta keeps on pushing towards growing tourism spending in the province to $10 billion by 2020 and it has it targets international travelers as the best way to meet that goal.

 

Last year, the tourists’ invested almost $8.5 billion in the province, up $300 million from the year prior to that, leaving a $1.5 billion gap for the destination marketing organization to bridge.

 

“We choose to see this as an opportunity; it is not a gap it is a challenge,” said Travel Alberta CEO Royce Chwin at the recent industry conference in Banff.

 

“We can in fact meet and exceed that and in doing so we can collectively demonstrate that focused, sustained investment in destination development and promotion will deliver these results.”

 

For Chwin, the delivery on that purpose is found in the possibility that international travelers represent, as they comprise six percent of tourists in the province but 25 percent of the spending. International travellers expend six times more than regional visitors in the province.

 

The total number of international tourists has grown from four percent in bygone years, and represents $2 billion in spending – making overseas visitor a prime focus in terms of growth in the industry. Industry experts credit the development to more travel routes into the province, lower cost of air fare and a better global economy.

 

“It is also evidence of our ability to compete,” Chwin said. “We are going after the right kind of travellers with the right kind of experiences, in the right kinds of markets and your collective efforts to market to them.”

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