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(Canadian Press file photo of Banff, Alberta)
three programs

Travel Alberta invests $17 million to help restart industry

Jun 22, 2020 | 10:49 AM

CALGARY, AB – Travel Alberta has announced a $17 million investment to help restart the province’s tourism industry hit by COVID-19.

Three new federal and provincial funding programs for Alberta’s destination management organizations and tourism businesses will address key areas of need identified in a recent survey.

$4 million will go to the Alberta Destination Management Organization (DMO) COVID-19 Operational Relief Program

– The joint funding program comes through a partnership between Travel Alberta and Western Economic Diversification Canada (WD). It will provide temporary operational funding to nine of Alberta’s primary DMOs serving the cities and Rockies.

– These DMOs include: 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 to the public.

$4 million to Destination Canada Domestic Funding Program

– Destination Canada is providing a one-time contribution to Alberta’s four largest city/community DMOs, that are contributors to provincial revenues and employment.

– DMOs receiving funding: Tourism Calgary, Edmonton Tourism, Banff & lake Louise Tourism, and Tourism Jasper.

– Funding will support regional promotional initiatives this summer and winter.

– According to a release, Destination Canada’s $4 million contribution will amplify Travel Alberta’s own $4 million investment in regional campaigns to ‘responsible inspire Albertans to explore the province as provincial health guidelines allow’. It will also support content creation to create more visiting opportunities in Alberta in the spring and summer of 2021 and beyond.

$5 million to Travel Alberta Cooperative Investment Program

– This grant program is 100 percent funded by Travel Alberta and 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 being accepted now until June 30, 2020.

“From the Rockies to the Badlands, it’s not hard to see why visitors are drawn to Alberta. Yet tourism and those whose livelihoods depend on it have been hit hard by COVID-19, and we’re here for them. This investment will help more Albertans discover the wonders of their own backyard, while supporting local jobs in tourism,” said the Honourable Mélanie Joly, MP for Ahuntsic-Cartierville, Minister of Economic Development and Official Languages and Minister responsible for Western Economic Diversification Canada, in a release.

“Our message to Alberta tourism is clear: we’ve been here for you with immediate measures, we’re here for you now as our economy reopens and we’ll get through this together. We’re working with you to support good jobs and help tourism bounce back stronger than ever.”