TIAA’s vision is that Alberta’s tourism industry will be the driving force of sustainable, community economic development.
We represent all aspects of the diverse tourism ecosystem in Alberta; ensuring that future opportunities are leveraged and issues affecting the industry are addressed.
Alberta's tourism economy is growing. And, TIAA’s voice as a proxy for the sectors that comprise the visitor economy matters more than ever.
EVENT NOTICE:
Alberta Tourism Advocacy Summit 2025
Shaping the next chapter of Alberta’s tourism story, together, at Summit 2025
Join TIAA and operators from across the province in celebrating five years of successful tourism advocacy. Hosted at the JW Marriott in Edmonton, February 9-11, 2025, the Alberta Tourism Advocacy Summit is the industry’s premier event to learn about current government priorities, gain political and industry insights from experts and media observers, and share your industry points-of-view with elected and non-elected representatives.
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.
SUMMIT 2025 TICKETS & INFORMATION
Be part of the momentum....
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.
In addition to Alberta tourism-focused economic updates, TIAA's state of the industry report, 2 breakfasts, 2 lunches, 2 networking receptions and one amazing after-hours party, we are pleased, this year to have expert speakers, panels and international guest sharing insights on 4 themes:
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.
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.
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.
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.
