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Mission, Vision and Mandate


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

• ensure a sustainable organizational model for TIAA.