Celebrating 5 Years of Transformative Tourism Leadership
We are ready to shape the next chapter of Alberta’s tourism story, are you?
Over the past five years, Alberta’s tourism industry has achieved significant policy momentum, attracted increased investment, and secured the provincial government’s full recognition for its extraordinary contributions to our province’s economic prosperity, social vitality, and environmental stewardship. The 2025 Tourism Advocacy Summit will continue to facilitate practical strategies and insights, empowering our industry to push to new heights and inspire greater excellence and innovation across Alberta’s visitor economy.
Be part of the momentum. This is your chance to connect with the leaders, policymakers, and innovators who are redefining what it means to travel, explore, and experience Alberta. Through four transformational themes, you’ll gain fresh insights and real-world strategies designed to help your organization and community thrive. Leave with the knowledge, tools, and inspiration to build an even brighter future for Alberta tourism—one that fosters vibrant communities fuels local economies and ensures long-term resilience.
The Summit will once again showcase timely keynote speakers, alongside engaging panel discussions and presentations featuring industry experts, policymakers, TIAA, and Travel Alberta, including:
The Experience Economy: Harnessing Music, Culture & Heritage
Explore how music, cultural experiences, and Indigenous storytelling can enrich visitor engagement, shape authentic experiences, and truly transform Alberta tourism. One of four themes at the 2025 Tourism Advocacy Summit.
Unlocking Alberta’s Outdoor Recreation Economy
Discover how accessible, sustainable, four-season recreation can elevate local pride, attract year-round visitors, drive economic growth, and foster community cohesion. One of four themes at the 2025 Tourism Advocacy Summit.
Accelerating Destination Innovation & Market Access
Learn how to leverage AI-powered marketing—and the latest from Travel Alberta on Tourism Destination Zones. Hear how Alberta’s meetings and conventions landscape can capitalize on shifting geopolitical considerations to expand reach, bolster reputation, and drive growth. One of four themes at the 2025 Tourism Advocacy Summit.
Empowering People: Alberta’s Next-Generation Tourism Workforce
Dive into new groundbreaking research, expert panels, and strategic insights to help organizations attract, retain, and empower the tourism workforce needed to fuel long-term industry success. One of four themes at the 2025 Tourism Advocacy Summit.
View the 2025 Tourism Advocacy Summit Agenda
Last year's summit sold out in advance—secure your tickets today!
Early Bird Tourism Advocacy Summit tickets are limited to five (5) per organization. Depending on availability, this limit may be lifted after the Early Bird period expires. While additional tickets cannot be guaranteed, please email info@tiaalberta.ca to be included on a waiting list.
Tourism Advocacy Summit membership ticket pricing is available to a member organization’s employees and up to two (2) board representatives. Membership ticket pricing is not offered to member applicants; organizations must be paid and approved members. Membership ticket pricing is not otherwise extended to a member organization’s membership, volunteers, or affiliated businesses. The refund policy can be found here. Please read TIAA's Code of Conduct policy here.
Hotel Room Block
A limited number of rooms have been reserved at a discounted rate at the JW Marriott Edmonton ICE District for Alberta Tourism Advocacy Summit attendees. To take advantage of this exclusive rate, please book your room before January 10, 2025. Rooms are subject to availability, so we recommend booking early to secure your stay.
Book your accommodations here.
When
Location
- JW Marriott, 10344 102 St NW, Edmonton, AB T5J 0K9, Canada
