Joseph Schow, Minister of Tourism and Sport. (Government of Alberta)

By rdnewsNOW staff

Alberta

Minister Schow promoting Alberta in the U.K.

Jul 23, 2024 | 5:45 PM

Minister of Tourism and Sport Joseph Schow will meet with key U.K. travel trade partners and outfitting businesses this summer to showcase Alberta as a premier destination.

The provincial government says it is committed to building on the strength of Alberta’s tourism sector, driving visitors from around the world to see all that the province has to offer and increasing Alberta’s competitiveness on the world stage.

Officials say the development of year-round tourism experiences across the province, including outfitting and outdoor adventures, is key to the growth of Alberta’s tourism sector. The government says the U.K. is a growing tourism market for Alberta, with many visitors coming to the province for the unrivaled natural beauty and outfitting experience.

As part of the mission, Minister Schow will attend the Game Fair in Oxford, one of the U.K.’s pre-eminent hunting, fishing and marksmanship events. Officials say participation in the Game Fair provides the opportunity to engage with key tourism and outfitting operators and showcase Alberta to the Game Fair’s more than 100,000 attendees.

“Tourism means jobs, and that’s why I’m excited to show the U.K. tourism market that there’s something for everyone when they come to Alberta,” explains Joseph Schow, Minister of Tourism and Sport. “Every corner of our province has something incredible to offer visitors, from our towering Rocky Mountains and majestic vistas to the warmth and hospitality of our people. I’m looking forward to showcasing Canada’s wild side in the U.K.”

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Government officials say the mission will foster the growth of Alberta’s tourism sector by encouraging tourism operators and trade media to include Alberta in their itineraries, advancing the province’s goal of reaching $25 billion in annual visitor expenditures by 2035.

According to provincial officials, Minister Schow will be joined by one staff member. Mission expenses will be posted on the travel and expense disclosure page. Industry leaders from Travel Alberta and the Alberta Professional Outfitters Society will also join Minister Schow, with expenses paid by their respective organizations.

Alberta’s government says it 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*

*Subject to change.

Alberta government quick facts

• The Alberta Professional Outfitters Society is a designated administrative organization responsible for licensing the province’s guides and professional outfitters, as well as managing the distribution of big game allocations and waterfowl privileges. They represent 500 professional outfitters and 1,600 hunting guides, generating $372 million for Alberta’s gross domestic product.