Tourism Growth Program

Tourism Growth Program Tourism Growth Program

To increase the impact of festivals and events on tourism in Alberta, the Tourism Division is investing in strategic planning for festivals that demonstrate the capacity and potential to grow.

This program helps you hire third-party expertise to evaluate your emerging or established festival or event, and work with your organizing committee and tourism partners to identify strategies and actions to increase visitation, spending and the visitor experience at your festival.

Through a competitive application process, successful organizations receive funding between $25,000 – $40,000 to hire a consultant to evaluate the festival and develop the resulting strategies and actions to grow.

By joining the program, organizations commit to the targets to increase attendance by 10%, increase revenue by 10% and enhance the quality and quantity of programming by 20%.


  • Applicants must be a registered Alberta not-for-profit organization, municipality or First Nations or Metis government
  • Events must occur annually
  • Events must attract a minimum of 1,500 attendees (25% out-of-town visitors)

Ineligible Events

  • Charity fundraisers
  • Conferences
  • Tradeshows
  • Tournaments
  • Attraction programing
  • Civic celebrations (e.g., Canada Day events, 100th anniversary celebrations)


Application deadline: Due to budget restrictions, this program has been suspended for the 2015-16 fiscal year.

Program details are available in the program guidelines.

Download the application form and submit by email, fax or mail.
Note: To fill out the Application Form, save a copy to your computer. Open your computer's copy to fill in and save your application form.

For more information, contact the Festivals and Events Program.

Last reviewed/revised: April 9, 2015
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