Destination Development

As champion of Calgary’s stakeholder-led and endorsed Destination Strategy, Tourism Calgary works to develop the destination for the benefit of visitors and Calgarians. Cities that focus on destination development have diversified economies, a powerful network of connected and strategically aligned partners, collaboration with government and engaged citizen advocates. This translates to a robust visitor economy, pride of place for residents and a sought-after destination for travellers. Tourism Calgary also works in collaboration with industry partners to develop year-round, export-ready tourism experiences that create vibrancy and support the visitor economy.

Partnerships and Stakeholder Engagement

The traditional tourism industry has evolved to being inclusive of a broader community that delivers on the comprehensive destination experience. Tourism Calgary partners with over 780 diverse organizations including accommodations, business improvement areas, restaurants, retailers, attractions, tour operators, transportation companies, visitor service providers and more. Recognized by 95 per cent of stakeholders as an effective champion for Calgary’s tourism industry, Tourism Calgary fosters stakeholder alignment and collaboration within this community, which translates to a robust visitor economy, pride of place for residents and a sought-after destination for visitors.

Advocates for Calgary's Tourism Industry

As the primary advocate for Calgary’s tourism industry, Tourism Calgary evaluates opportunities that relate to the visitor economy through the lens of what’s needed to make Calgary the ultimate host city. Backed by recommendations in Calgary’s Destination Strategy, Tourism Calgary may advocate for infrastructure, processes, events, festivals and experiences that:

• Elevate Calgary’s reputation as the ultimate host city
• Enhance Calgary’s hosting infrastructure
• Lead to the attraction or development of events throughout the year
• Attract or enhance premier cultural experiences
• Support Calgary’s existing anchor experiences
• Enhance the emotional connection to Calgary’s brand

In the past, Tourism Calgary has established advocacy positions around initiatives such as the Event Centre, Calgary Municipal Land Corporation’s Rivers District Master Plan and the BMO Convention and Trade Centre expansion. If your project meets these criteria and you are interested in receiving advocacy support from Tourism Calgary, contact Kelly Bowman, Vice President, Strategy, Research, & Communications.