To unleash the potential of Alberta’s tourism economy.
Alberta’s tourism industry will be the driving force of sustainable, community economic development.
• 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.