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

    • ensure a sustainable organizational model for TIAA.

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