With tourism expected to grow as a driving force in Alberta’s economy, it’s time the provincial government recognized towns such as Banff, Canmore and Jasper as being outside the norm as tourism communities.
While many towns and cities in this province will attract some number of tourists in a given year – some more, some much less – there is no arguing that when it comes to tourism and tourism marketing, mountain towns are the focus.
And because of that focus, these towns need to be recognized as having infrastructure challenges unlike those in other areas; with appropriate differences in taxation or provincial support needed.
Actually, we’re a little surprised Drumheller isn’t included in efforts to adopt a tourism community designation. Of course, the Drum relies on an agriculture economy – as well as dinosaurs.
But back to our mountain towns.
When you realize how much time and effort, and resources, go into directing tourists to mountains towns, you realize they should indeed be recognized as tourist community destinations.
When you realize, for example, that Banff businesses pay to financially support Banff Lake Louise Tourism and then they, along with accomodation businesses around the province, also pay Travel Alberta to direct tourists our way through a four per cent tourism levy collected by hotels, lodges and other fixed roof accomodation, you come to the same conclusion. In Canmore, Destination Marketing Fund members heavily support Canmore Business and Tourism, but their dollars also go to the provincial tourism body via the levy.
Yes, we realize Travel Alberta’s mandate is to sell the entire province as a tourism destination, but even the briefest perusal of, say, TV commercials, will show how much TA relies on the beauty and outdoor experiences available in the mountains for marketing.
And when you realize that Travel Alberta is the tourism marketing organization for the Government of Alberta and is accountable to the minister of tourism, parks and recreation, it’s clear the province itself is responsible for directing tourists to our mountains towns; which then require suitable infrastructure to host them.
So, with the tourism arm of the provincial government working to ensure as many tourists as possible visit mountain towns, wouldn’t it be sensible for those same towns to be viewed in a different light?
And when Travel Alberta states on its website: Tourism is good for our economy; it’s a $7.8 billion industry in Alberta that supports 15,000 tourism businesses and employs more than 135,000 Albertans. Tourism revenue is a key economic driver for this province and contributes to the well-being of all Albertans – it’s not a stretch to see that mountain towns should not bear the brunt of hosting so many tourists on their own.
Further, according to TA, the economic strategy for the future is: To grow tourism revenues $10.3 billion by 2020 by directing our brand at high-potential markets. We will lead with authentic experiences in breathtaking landscapes that drive visitation throughout the province.
And that 2020 provincial goal is on top of Parks Canada’s federal mandate of increasing tourism by two per cent yearly.
The provincial levy collected in 2012-13 will be used to fund tourism initiatives in 2014-15. Travel Alberta funding for 2013-14 is expected to be $50.5 million based on tourism levy revenues collected during the 2011-12 fiscal year.
Again, let’s face it, a lot of that $50 million is directing tourists our way. How about a little help?
