Canada: Spotlight on Alberta

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.