Destination management: How Alberta transitioned to a new model for tourism
Tourism is one of the fastest-growing industries in the world – a testament to the resilience of the sector following the COVID-19 pandemic. But aiming for endless visitor growth leads to long-term challenges, putting destinations at odds with residents, communities, and the environment.
To charter a path for sustainable growth that transforms communities for the better, Travel Alberta adopted a more considered approach, shifting from a destination marketing focus to one of destination management.
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