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Mission, Vision and Mandate

Mission 

To unleash the potential of Alberta’s tourism economy. 

 

Vision

Alberta’s tourism industry will be the driving force of sustainable, community economic development. 

 

Mandate

• advocate policy that supports the growth and sustainability of all facets of Alberta’s tourism economy;

• through industry leadership and/or private-public sector partnerships, drive innovation, investment, product development and new visitor experiences;

• work collaboratively with the Government of Alberta and Travel Alberta to support an audacious target of growing the value of Alberta’s tourism economy to $20B     by the year 2030; and,

• ensure a sustainable organizational model for TIAA.