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; and/or
- Enhance the emotional connection to Calgary’s brand.
Tourism Calgary brings its tireless passion to communicate what is important to stakeholders and represent them to the community, media, travellers and government partners. With more than 7 million visitors contributing $2 billion in visitor spending annually, Calgary’s tourism industry is an important contributor to Calgary’s economy and to quality of life. Tourism Calgary communicates this value through:
Stakeholder communications: Tourism Calgary has strong relationships with more than 800 stakeholder groups with whom it regularly communicates.
Media relations: Leveraging both proactive and reactive media relations, Tourism Calgary works with local, national and international media to highlight initiatives that are contributing to Calgary’s vision of becoming the ultimate host city. As a trusted source and effective representative of Calgary’s tourism industry, Tourism Calgary will also work with media to provide statements, information or clarity around tourism-related topics of interest.