(CHAT News File Photo)

By Chris Brown

Exploring Alberta

Tourism industry getting additional funding

Jun 22, 2020 | 3:22 PM

Ailing from the impacts of COVID-19 and the ongoing closure of Canada’s border, Alberta’s tourism industry is getting a boost.

A trio of federal and provincial funding programs will inject $17 million into the industry through destination marketing organizations and tourism businesses.

Tourism Medicine Hat will share in a $4 million – Alberta Destination Management Organization (DMO) COVID-19 Operational Relief Program. The partnership between Travel Alberta and Western Economic Diversification Canada this joint funding program provides temporary operational funding to nine of Alberta’s primary DMOs serving the cities and Rockies: Tourism Calgary; Edmonton Tourism; Banff & Lake Louise Tourism; Tourism Jasper; Tourism Canmore Kananaskis; Tourism Medicine Hat; Tourism Red Deer; Grande Prairie Regional Tourism Association; and Explore Wood Buffalo (Fort McMurray).

Western Economic Diversification Canada is also contributing $1.45 million and Travel Alberta $2.55 million for the future sustainability of these DMOs and their ability to support community tourism businesses as they reopen.

Alberta’s four largest DMOs will split $4 million from Destination Canada Domestic Funding Program. The one-time contribution to Tourism Calgary, Edmonton Tourism, Banff & Lake Louse Tourism and Tourism Jasper will support regional promotional initiatives this summer and winter.

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Regional campaigns will inspire Albertans to responsibly explore the province as provincial health guidelines allow. It will also support content creation to drive future visitation to Alberta in spring and summer 2021 and beyond.

A $5 million grant program funded by Travel Alberta will support private sector tourism businesses, municipalities and non-profits through two funding streams related to product/experience development and partnership marketing investment. The Travel Alberta Cooperative Investment Program aims to drive responsible travel and cash flow to businesses. Applications for the summer intake are now being accepted through to June 30.

“From the Rockies to the Badlands, it’s not hard to see why visitors are drawn to Alberta. Yet tourism and those whose livelihoods depend on it have been hit hard by COVID-19, and we’re here for them,” said Mélanie Joly, minister of economic development and official languages and minister responsible for Western Economic Diversification Canada, said in a release. “This investment will help more Albertans discover the wonders of their own backyard, while supporting local jobs in tourism. Our message to Alberta tourism is clear: we’ve been here for you with immediate measures, we’re here for you now as our economy reopens and we’ll get through this together. We’re working with you to support good jobs and help tourism bounce back stronger than ever.”

Alida Visbach, board chair, Tourism Industry Association of Alberta, said tourism will play a vital role in the relaunch of Alberta’s economy

“We are pleased to see these federal and provincial funding programs tailored to address local industry needs,” said Visbach. “These investments will go a long way toward helping regional destination organizations and small- and medium-sized businesses in every corner of the province remain viable and support their re-opening and local marketing efforts to drive desperately-needed cash flow and get Albertans back to work.”