Skip to Main Content

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 more than doubling the value of Alberta’s tourism economy by the year 2030; and,

• ensure a sustainable organizational model for TIAA.