Experience Passes

Term: Annual pass for year-round access

Audience: All consumers, both locals and visitors

Number of sign-ups: 28,000+

Pass promotion: Tourism Calgary’s organic and paid marketing channels

Benefits:
- Reach new regional and domestic leisure audiences
- Receive ongoing marketing support from Tourism Calgary

Partner ask: Savings on admission or packages; only open to members of the Calgary Attractions Committee

Key contacts:
Jacob Squirrell, Specialist, Visitor & Delegate Experience
Bac Nguyen, Specialist, Digital

Term: Annual pass for year-round access

Audience: Meeting & convention delegates, sport participants, athletes, coaches, and their families

Number of sign-ups: Up to 2,500

Pass promotion: Invitation only, through event organizers or meeting planners

Benefits:
- Reach a highly targeted domestic and international audience of sport participants and convention delegates
- Drive increased foot traffic to your business mid-week

Partner ask: Special discounts on admission or packages; available to all Tourism Calgary partners, to a max. of 30

Key contact: Jacob Squirrell, Specialist, Visitor & Delegate Experience

Term: Annual pass for year-round access

Audience: Vetted global travel trade clients including product and sales staff, travel agents and travel media

Number of sign-ups: Up to 200

Pass promotion: Invitation only, through relationships with travel trade clients

Benefits:
- Showcase your experience and products to those selling in international markets
- Gain targeted exposure to experts who influence international travel decision-makers

Partner ask: Free admission or heavily discounted rates for both passholders and one guest; open to all Tourism Calgary partners that are export ready

Key contacts:
Bailey Ady, Specialist, International Markets
Mito Ota, Manager, International Markets

Term: Limited run time, active May to July

Audience: Vetted visitor-facing ambassadors in Calgary’s tourism & hospitality industry

Number of sign-ups: Up to 3,000

Pass promotion: Invitation only, through partners registering their qualified frontline ambassador staff

Benefits:
- Drive quality referrals with 50% of trip planning occurring in-market
- Leverage frontline ambassadors’ referrals with first-hand experiences

Partner ask: Free admission for both ambassadors and one guest or 50% off tours/activities; open to all Tourism Calgary partners, to a max. of 50

Key contact: Caren Kaufmann, Specialist, Frontline & Visitor Engagement