Alberta is hoping to double its marketing budget for this
year thanks to a new funding model launched this month.
From today, the 5% room tax that used to fund tourism
marketing and other departments is replaced with a 4% levy used
only for tourism.
Travel Alberta managing director Derek Coke-Kerr said this could
mean an increase in the UK marketing budget from around
£175,000 last year to more than £351,000 this year. The
final figure will be announced this month.
Speaking at the Canadian tourism trade show Spotlight, held in
London last month, Coke-Kerr was bullish about Alberta’s
position in the market. UK visitor figures were up 15% year on year
in 2004, to 247,000. Extra flight capacity played an important part
in the increase, but Coke-Kerr also said Alberta’s heavy
snowfall attracted more skiers than usual.
Following Canada Flights and Holidays’ introduction of
year-round flights from the UK to Calgary last year, Zoom Airlines
will also offer a weekly service into the Alberta gateway this
winter. Zoom UK director Debbie Marshall added the ski market has
been quick to cotton on to the lower cost model.
Coke-Kerr said getting more dedicated Alberta product in tour
operator brochures was still a priority. Thomas Cook, Travelpack
and Canada Flights and Holidays all introduced stand-alone summer
product last year (as opposed to multi-centre options), and Virgin
Holidays extended its programme to include Northern Lights viewing
at Fort McMurray in the north of the province. Gold Medal Travel
has also picked up this excursion for its 2005 programme.
Coke-Kerr said: “We really want to push the Northern Lights
product – we know it can be seen elsewhere but we think ours
is the most accessible.”
Travel Alberta will also work to promote the lesser-known northern
region this year, with product such as bison ranches, wilderness
survival camps and fishing, as well as Alberta South and the
Badlands region, best known for its dinosaur remains, and the Royal
Tyrell Dinosaur Museum at Drumheller.
“We need to improve some of the infrastructure in the
Badlands – it should be seen as more than just a day trip,
but the hotels need investment,” said Coke-Kerr.
The whole province will benefit from small-scale cosmetic
improvements this year as it celebrates the 100th anniversary of
being part of Canada. The Queen will be visiting from May 17-25 as
part of the celebration, but smaller community events will be held
throughout the year, details of which can be found at www.albertacentennial.ca.
- Travel Alberta will make a “thorough
re-examination” of its brand this year to help broaden its
appeal. The rebranding exercise is expected to take around six
months, and according to Coke-Kerr will not focus on any one
particular theme.
