By then, Travel Alberta said it will move from being a division of Alberta Tourism, Parks, Recreation and Culture to a legislated corporation, governed by a board of directors. The board members would be appointed by the provincial government reporting directly to the Tourism Minister.

The decision to move to a legislated corporation resulted from government-initiated reviews of Travel Alberta that highlighted opportunities to clarify roles and responsibilities and improve efficiency.

Tourism industry stakeholders across the province have overwhelmingly endorsed the move to establish a legislated corporation.

The creation of this new corporation requires new legislation, which government intends to bring forward during the spring sitting of the legislature.

“We saw an opportunity to build an even stronger position for Alberta in the tourism market, and the industry agrees that a change is needed,” said Hector Goudreau, Minister of Tourism, Parks, Recreation and Culture.

“I commend Associate Minister Cindy Ady and our tourism stakeholders for supporting a new model that will maintain government’s valuable partnership with industry.”

Ady, the Associate Minister of Tourism Promotion, said: “The corporate model has proven to be effective for our closest competitors. Becoming a legislated corporation will give Travel Alberta the stability and flexibility it needs to respond quickly to ever-changing market conditions in the global tourism industry.

“Board members will represent a wide range of expertise including finance, law and communications, complementing the marketing expertise that has already successfully established a $5-billion tourism industry in Alberta.”

“Travel Alberta is an industry-led, market-driven and research-based organization,” said Derek Coke-Kerr, managing director of Travel Alberta. “All of the signs pointed towards creating a corporation, but earning support from our tourism operators was critical before considering any change to our organization. This move will help us provide better service to operators, while improving our ability to increase awareness of Alberta’s world-class scenery, attractions and hospitality.”

The existing Strategic Tourism Marketing Council (STMC), comprising industry representatives from the province, will continue to provide direction and advice for Travel Alberta’s marketing activities under this new organizational structure.

“This is great news for Alberta and I am so pleased that the recommendations of the tourism industry were heard loud and clear,” said Mac Makenny, industry co-chair of the STMC. “We are optimistic that a new Travel Alberta will deliver on the promise of creating a stronger tourism sector. Our goal is to grow tourism into a $6.2 billion industry by 2010, and this fresh approach will help us reach that target.”

Financing for Travel Alberta will continue to come from the four per cent Tourism Levy. The levy, which replaced the five per cent Hotel Room Tax in 2005, provides Travel Alberta with a reliable, predictable and sustainable source of funding for marketing activities.

Did you enjoy this article? Please share it!