The mission will encourage travel-trade operators to feature Alberta itineraries, build relationships with industry partners, and secure valuable coverage in top-tier media publications. Meetings with New York-based sport associations will build relationships with key contacts and enable strategic conversations about Alberta’s potential to host upcoming major sporting events.
“No matter where you’re from or what your interests are, Alberta has something for you—whether you come to explore our majestic natural landscapes, discover our vibrant cities or to watch the world’s best athletes compete in major sporting competitions. I’m looking forward to showing the United States what Alberta has to offer.”
The U.S. is Alberta’s largest international market. In 2023, more than 1.2 million visitors from the U.S. came to Alberta. Through meetings with media partners and sport associations, the mission aims to encourage more American travellers to choose Alberta, and to spend more, stay longer and explore more parts of the province when they visit.
Sport tourism is a fast-growing market, with many visitors coming to Alberta to watch or participate in major sporting events. Strengthening sport tourism in the province will help advance Alberta’s goal of reaching $25 billion in annual visitor expenditures by 2035.
Minister Schow will be joined by one staff member. Mission expenses will be posted on the travel and expense disclosure page. Travel Alberta officials will also join Minister Schow, covering their own expenses.
Alberta’s government is committed to working with its national and international partners to advance shared interests that can lead to new opportunities for people and businesses in Alberta and around the world.
Itinerary for Minister Schow*
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Sept. 22 |
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Sept. 23 |
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Sept. 24 |
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Sept. 25 |
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Sept. 26 |
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*Subject to change.