Tourism Grants

Tourism provides grants to eligible organizations to help grow tourism in Alberta to a $10.3 billion industry by 2020.

Recent Alberta Tourism Grants

Canadian Curling Association
A grant of $36,500 to the Canadian Curling Association will help with the development of a winter festival to complement the Canada Cup of Curling in Camrose in December 2014. Alberta is a strong market for national curling events, often setting attendance records. The grant will leverage visitor experiences of the Canada Cup to establish a winter sport festival to grow tourism in the region.

Alberta Professional Outfitters Society
A grant of $10,000 to the Alberta Professional Outfitters Society will help undertake an economic impact study of the outfitted hunting industry. A long-standing sector of Alberta’s tourism industry, outfitted hunting is growing due to new interest on the part of women hunters, promotion by mentoring programs, and a societal move towards free range, organic foods. Alberta is a premier destination for travelling hunters. The study will inform strategies to support and sustain growth of the guided hunting sector.

Jasper Destination Marketing Corporation
A grant of $54,500 to the Jasper Destination Marketing Corporation (known as Tourism Jasper) will support implementation of a Jasper Event Tourism Strategy. Since 2010, Tourism Jasper has had success introducing new events to its visitor experience, such as the Jasper Dark Sky Festival and the Jasper Yukigassen Snow Battle. The Jasper Event Tourism Strategy will lay out market analysis to guide development of new events and enhance existing ones, explore operating model options, evaluate events for value on dollars spent, and identify strategies to enhance the quality of the visitor experience.

Town of Bon Accord
A grant of $35,000 to the Town of Bon Accord will support business case assessment for a mixed-use recreation and tourism development. The development is envisioned as a walkable town square concept with a park for festivals and events. It would include a multi-use facility incorporating a library, a business incubator, rooms for meetings, classes and special functions, and an observatory park with global network telescopes. This assessment will provide a basis to supporting the new development of new experiences and facilities for visitors to the Town.

Calgary Zoological Society
A grant of $30,000 to the Calgary Zoological Society will support the new, six-week Illuminasia Festival, which will combine large-scale traditional Chinese lantern light figures with the zoo’s botanical gardens. Illuminasia is designed to create a magical evening experience and lay the foundation for an Asian-themed annual event leading up to the 2018 arrival of the giant pandas for their five-year stay in Calgary.

Drumheller Festival Society
A grant of $40,000 to the Drumheller Festival Society will support the Tough Mudder international endurance obstacle event in Drumheller, in September 2014. An event with a worldwide following, Tough Mudder has been held over 60 times around the world, in Canada, the US, Europe, Asia, Australia, New Zealand and South Africa. Participants in Tough Mudder events worldwide number over one million, and spectators at events average an estimated 400,000. A 2013 Tough Mudder event held in Whistler, BC, generated an economic impact of $7.6M to that province. The grant will Drumheller develop a festival component in their downtown to complement the sport event.

Friends of Medalta Society
A grant of $160,000 to the Friends of Medalta Society will support development of new guided tours, experiential programs, workshops and concerts/events at Medicine Hat Historic Clay District. Damage from the 2013 floods has meant that resources for delivery and development of new visitor programs have instead been used for restoration of affected buildings. The grant will support a programmer and programming costs for a 28-month period. The goal is to enhance visitor experience, increasing earned income from 32 per cent to 60 per cent, thereby improving long term sustainability of the site. Findings from this initiative will be shared with other not for profit tourism attractions.

Camrose Regional Exhibition
A grant of $65,000 to the Camrose Regional Exhibition Society will support the Growing Rural Tourism Conference in March 2015. Started in 2000, the Growing Rural Tourism Conference helps to educate municipalities, committees, planners and operators about rural tourism opportunities and challenges. It explores ways to increase inter-regional and shoulder season travel within Alberta, to provide networking and partnership opportunities, and improve marketing expertise. A portion of grant funding will help develop an entrepreneurship competition as a new aspect of the conference.

For general inquiries about tourism grants, contact Destination Management

Last reviewed/revised: March 9, 2015
Share this page on: