Destination Development

Kensington Calgary
Kensington Calgary

Destination Development

Cities that focus on destination development and management have diversified economies, a powerful network of 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 works with over one thousand industry partners as well as community and civic organizations to develop the destination for the benefit of visitors and Calgarians. As the primary advocate for Calgary’s tourism industry, Tourism Calgary evaluates opportunities that relate to the visitor economy and advocates for the industry and city on issues that matter.

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Calgary Skyline

2024-2027 Business Plan

Tourism Calgary has developed four focus areas that form the basis of our three-year plan:

Strengthen Calgary’s Reputation through Brand; Become a Year-Round Eventful City; Elevate Calgary to a Top Convention City; Build Community and Collaboration.

Aerial view of Calgary's skyline overlooking Prince's Island Park

Calgary’s Destination Strategy

This long-term strategy and action plan aims to drive a growing and sustainable visitor economy in Calgary. Tourism Calgary is currently developing a new Destination Strategy in consultation with our many industry and civic partners and community organizations. In the meantime, our previous 2017 Destination Strategy remains available for reference.


Experience & Product Development

In collaboration with Industry partners, Tourism Calgary works to develop and market year-round, export-ready tourism experiences that support the visitor economy. Learn more about tourism product development, promotion, and activation in Calgary.