Unit 1

Tourism Sector

Alberta Education Outcome

Lesson 4: Tourism Organizations

"Tourism is the biggest industry in the world." ~ Martin Parr


There are various organizations at the local, national, and international levels that influence the tourism sector, each with varying responsibilities. This lesson will introduce you to some of these organizations..

Click on the tabs below for more information.






Local Level


Alberta Provincial Government Culture and Tourism


Alberta Culture and Tourism supports the development and sustainability of various areas in Alberta including tourism, recreation, and sport. For over 100 years, tourism has played a vital role in Alberta's continuing economic success and it contributes to the social vitality of the province. Through partnership with industry partners, Alberta's Tourism Framework has established priorities to achieve the goal for tourism in Alberta to be a $10.3 billion industry by 2020.

The culture and tourism programs, services, and grants benefit Alberta's families, communities, visitors, and investors by marketing Alberta as a world-class destination and promoting active, healthy lifestyles. Part of the Ministry's mandate includes supporting Travel Alberta.



Tourism Investment Services


The Alberta Government offers tourism investment services to support investment in tourism projects in Alberta. Support is provided in areas of:

  • starting a business in Alberta
  • navigating Alberta's regulatory environment
  • accessing business programs
  • working with municipal partners
  • providing state-of-the-art industry data and analysis


Explore Edmonton



Towns and cities within Canada offer their own individual tourism support, often marketing their area to the tourist directly through social media. Here's an example for Explore Edmonton that shows an events calendar, festivals, things to do, food and drinks, and places to stay. Costs to run these sites are often supplemented through local, provincial, and national grants.

National Level


Government of Canada Travel and Tourism Department


The Government of Canada provides information on how to have a safe and enjoyable journey whether travelling in Canada or abroad. Main topics include:

  • travel advice and advisories
  • Canadian passports and visas
  • air travel
  • information and assistance while travelling out of Canada
  • Canadian attractions, events, and experiences
  • returning to Canada
  • documentation requirements for travelling to Canada

Parks Canada


Parks Canada has a mandate on behalf of the people of Canada, to protect and present nationally significant examples of Canada's natural and cultural heritage while fostering public understanding, appreciation, and enjoyment in ways that ensure the ecological and commemorative integrity of these places for present and future generations.

Their role is:

  • to function as guardians of the national parks, the national historic sites, and the national marine conservation areas of Canada.
  • to act as guides to visitors from around the world, opening doors to places of discovery and learning, reflection and recreation.
  • to participate as partners in building on the rich traditions of our Aboriginal people, the strength of our diverse cultures, and our commitments to the international community.
  • become storytellers recounting the history of our land and our people -- the stories of Canada.


Destination Canada


Destination Canada, formerly the Canadian Tourism Commission (CTC) is a federal Crown corporation responsible for national tourism marketing and it is governed by the Canadian Tourism Commission Act. In 2013, CTS received $63 million in funding. Destination Canada focuses its efforts mainly on the following countries: Australia, Brazil, China, France, India, Japan, Mexico, South Korea, the United Kingdom, and the United States.

Destination Canada's has a role in helping to create direct and indirect jobs and revenue in the Canadian tourism industry. This promotion of tourism is seen as a valuable investment in Canada's overall economy.


Federal Tourism Strategy


In 2011, the Canadian government launched the Federal Tourism Strategy, which aims to bring all levels of government and industry together to strengthen the Canadian tourism industry. Working with 20 federal departments and agency partners, the Strategy goal is to increase tourism revenue through four key priorities:

  1. Increasing awareness of Canada as a premier tourist destination.
  2. Facilitating ease of access and movement for travellers while ensuring the safety and integrity of Canada's borders.
  3. Encouraging product development and investments in Canadian tourism assets and products
  4. Fostering an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality.



Other Government Key Roles


Several Canadian government institutions also play key roles in shaping Canadian tourism. In Canada, the federal government is responsible for:

  • airports
  • establishing ticket taxes and travel tariffs
  • providing customs and border services
  • addressing matters related to national security

International Level


UNWTO


The United Nations World Tourism Organization (UNWTO) is responsible for the promotion of responsible, sustainable, and universally accessible tourism. As the leading international organization in the field of tourism, UNWTO promotes tourism as a driver of economic growth, inclusive development, and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.

UNWTO's membership of 158 countries, generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and works to make tourism an effective tool for development through technical assistance projects.

Stats & Facts


The travel and tourism industry is one of the world's largest industries with a global economic contribution of over 7.6 trillion US dollars in 2016. Worldwide, the tourism industry has experienced steady growth almost every year. Each year, Europe receives the most international tourist arrivals and interestingly, it also produces the most outbound travellers.

In 2015, global international tourism revenue reached approximately 1.26 trillion US dollars which is almost double figures from 2005. In 2015, China had the largest international tourism expenditure, followed by US and Germany.