Festivals and Events Tourism Growth Program


"This program has helped shift our planning to focus on seeing the opportunity first rather than obstacles. We've stopped saying 'we can't do this because ...' and started saying 'we could do this if ...'. As a result, Culinary Tourism has been identified as a new venture for the festival that will grow to include Alberta Culinary dinners, partner receptions and more."

– Wanda Bornn, Festival Producer, Ice on Whyte Festival Society, Edmonton


"Because of the program and the research that was conducted, we have a better idea of where tourists are coming from, what they want to see and why they attend our event. We can now better target tourists throughout the province to attend our event, which increases the economic impact to the city and the region. This helps us to continue to build on our relationships with current sponsors and obtain new partnerships."

– John Harms, Chief Executive Officer and General Manager, Westerner Days Fair and Exposition, Red Deer

The Festivals and Events Tourism Growth Program aims to increase tourism revenues and visitation in Alberta by investing in established festivals and events demonstrating potential for tourism growth.

Organizations will be selected through a competitive application process to receive funding of $25,000 to $40,000 each to hire a third-party consultant. The amount will be determined by the scope and location of the festival or event. The consultant will work with the organization and its stakeholders to evaluate the event, identify tourism growth opportunities, and develop a Festival/Event Tourism Growth Plan.

As result of the program, Alberta festivals and events with high tourism growth potential will commit to meeting targets, for the following year, to increase attendance by 10%, increase revenues by 10%, and enhance the quality and quantity of programming by 20%.

Next application deadline is May 8, 2014.

The details of the program are provided in the program guidelines. The application form can be completed electronically and submitted by email, fax or by mail.

Important: 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.

The grant application contains interactive form fields and is best viewed with the most recent version of Adobe Acrobat Reader. Download from Adobe.

For more information, please contact a Tourism Development Officer at 780-427-0590 or festivalsandevents@gov.ab.ca

Last reviewed/revised: April 11, 2014