Alberta: Memorable Experiences Await Agents and Clients Alike

When Cheryl Kasprzycki first experienced Alberta as a destination, she was awestruck not only by its beauty, but its surprisingly diverse experiences.

Now, in her capacity as business development director – travel trade USA for Travel Alberta, she enjoys getting travel agents and their clients to feel the same way.

Travel Market Report spoke with Kasprzycki about what makes Alberta a destination that agents should focus on as well as what kind of support they can expect from Travel Alberta.

 What is the most important thing for travel agents to know about Alberta?
Kasprzycki: It provides amazing experiences for clients. The landscape and the culture are much more varied than many people think. There was once a stigma that Alberta is all cowboys, but it really does offer a wide variety of things to see and do.

The people of Alberta are fantastic. Everyone who loves Alberta has a true love of the land and they love to share it with you.

What are some of the surprising things about Alberta?
Kasprzycki: People don’t always know that winter is our low season, which means that skiers really benefit from good values. This is important to emphasize to people who love winter sports. While June through August is our peak season – and we have a host of outdoor activities then – we also have a lot of things for people to do in winter.
Alberta, which compares very favorably with ski destinations in the U.S., offers a lot of activities besides downhill skiing. There’s dog sledding, cross-country skiing, snowboarding, you can walk in an ice canyon or soak in the hot springs in Banff. Plus, anytime from October to April, you have a good chance of seeing the Northern Lights.

How about the shoulder seasons?
Kasprzycki: Spring and fall are great times to visit Alberta. You still get good weather but better values than in summer. In May you can ski in the morning because there is still snow up on the mountains, but then play golf in the afternoon. The fall is still a great time to travel around, with cool but comfortable temperatures for biking and hiking.

What about cultural experiences?
Kasprzycki: Everywhere, from the cities to the small mountain towns, are cultural experiences, including strong connections to the First Nations. A First Nations guide will take you around and tell you about their history and culture, taking you to places like the world’s oldest and best-preserved Buffalo Jump.
Alberta is rich in festivals. There are 30 festivals a year in Edmonton alone. And, of course, the Calgary Stampede, which takes place over 10 days in July, is a huge draw. It just celebrated its 100th anniversary and continues to grow every year.

Is shopping a big attraction?
Kasprzycki: Shopping is outstanding in Alberta. The West Edmonton Mall, which is bigger than the Mall of America, is a world-class attraction with over 800 shops under one roof. You will also find great galleries for First Nations art and handicrafts, especially in Banff and at the First Nations pavilion at the Calgary Stampede.

How is Alberta typically sold?
Kasprzycki: We do get packaged alongside with Vancouver, particularly as a pre- or post-cruise option. We also have people who come in with an escorted tour and those on an FIT who want to do what we call the C Loop. They might fly into Edmonton and do the Rockies and then fly home from Calgary – or do the reverse. It’s a great way to see the entire province, with an airport at each end. And each experience can be customized.

Where are most visitors coming from?
Kasprzycki: The West Coast is very big, but we’re seeing increasing business from Texas and the Northeast. Good direct air service is having an impact. It’s really not that far away.

What are some of your strongest markets?
Kasprzycki: The family market is especially strong, especially because of attractions like the Canada Olympic Park and activities like white-water rafting. Alberta really has something for all ages and generations. You can do things at your own pace. We have people in their 70s and 80s doing all activities.

Alberta really is an impactful destination that is on the bucket list for a lot of people. It should be at the top. We provide goose bump moments. There’s a lot of appeal for adventure travel as well as affluent travel.