TIAA MEMBERSHIP
The Tourism Industry Association of Alberta (TIAA) represents businesses and organizations that power Alberta’s visitor economy. Membership connects you to advocacy, industry insights, networking opportunities, and exclusive savings—while ensuring tourism has a strong voice at decision-making tables.
TIAA is a not-for-profit, tourism association that advocates on behalf of all segments of Alberta’s tourism economy for a competitive and sustainable business environment that generates substantial economic value for the province. TIAA’s mission is to unleash the potential of Alberta’s tourism economy. TIAA’s vision is that Alberta’s tourism industry will be the driving force of sustainable, community economic development.
TIAA’s mandate can be summarized as follows:
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advocate policy that supports the growth and sustainability of all facets of Alberta’s tourism economy;
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through industry leadership and/or private public sector partnerships, drive innovation, investment, product development and new visitor experiences;
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work collaboratively with the Government of Alberta and Travel Alberta to support an audacious target of more than doubling tourism spending; and,
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ensure a sustainable organizational model for TIAA.
TIAA MEMBER BENEFITS
Advocacy That Moves Policy – Ensure your business has a voice in provincial and federal policy discussions that impact Alberta’s visitor economy.
Government Access & Representation – Benefit from TIAA’s direct engagement with elected officials, ministries, and decision-makers on issues that matter to tourism operators.
Industry Intelligence & Insights – Receive timely updates on tourism trends, economic outlooks, policy changes, and sector opportunities.
Exclusive Event Access & Discounts – Save on registration for flagship events like the Tourism Advocacy Summit, Economic Budget Forum, and networking opportunities.
Networking & Business Connections – Build relationships with tourism leaders, partners, suppliers, and industry peers across Alberta.
Industry Recognition Opportunities – Access nomination opportunities through the Alberta Tourism GRIT Awards and celebrate excellence in tourism.
Sponsorship & Brand Visibility Opportunities – Increase your organization’s visibility through sponsorship opportunities at TIAA events, programs, and industry initiatives.
Stronger Industry Voice – Be part of a coordinated voice working to grow Alberta tourism into a $25 billion visitor economy by 2035 through Tourism Industry Association of Alberta advocacy efforts.
For membership inquires please contact info@tiaalberta.ca
Kurby Court, President & CEO Calgary TELUS Convention Centre
“The Tourism Industry Association of Alberta has been a key advocate for building a strong industry, including business events. For the Calgary TELUS Convention Centre, being a member of TIAA has allowed us to communicate our unique value proposition and help shape policies with key decision makers.”
WHAT TIAA MEMBERS SAY
Gregor Resch, Regional Vice President and General Manager, Fairmont Banff Springs Hotel
“Today we get to be hopeful that the end of the pandemic is near and our industry has the opportunity to begin the rebuilding process. No doubt a much improved outlook compared to the last 15 months or so. With that said, rebuilding our industry to eventually reach new heights including the Provincial target of $20B will be equally as challenging as the pandemic itself. Our visitor and guest expectations have evolved.Our employee expectations have evolved. The available talent pool has shrunk. Our industry as a whole has been changed. We will not be successful in achieving our targets if we are not aligned and have a strong voice in the post pandemic political world. TIAA provides that platform for that very important alignment.”
Lindsey Galloway, President, CEO & Chief Storyteller at Heritage Park Historical Village
“The story of Alberta’s tourism sector is one full of character, resilience and an ever-changing narrative. While we have an incredible backdrop, we’ve lacked a lead agent to unify Alberta’s advocacy arm, and we cannot simply rely on our good looks for our industry’s future. In a short time, TIAA has delivered exceptional value to our sector and is already reshaping the conversation with government so they know tourism matters.”