Alberta’s government is continuing to build upon the strength of Alberta’s tourism sector, driving visitors from around the world to see all the province has to offer and increasing Alberta’s competitiveness on the world stage. The attraction of major sporting events and the development of year-round tourism experiences across the province are key to the continued growth of Alberta’s tourism sector.

The mission will build relationships with industry partners, enable discussions about the responsible development of year-round tourism offerings and encourage travel-trade operators to feature Alberta itineraries.

Sport tourism is a fast-growing market, and Alberta is recognized as a premier destination for major sporting events and sports fans. Meetings with major international sport event organizers will build relationships with key contacts and enable strategic conversations around the potential to host upcoming major sporting events in Alberta.

“I look forward to showcasing all Alberta has to offer in France and Switzerland, and to learning from some of Europe’s most accomplished sport organizers and tourism operators.”

Joseph Schow, Minister of Tourism and Sport

Minister Schow will be joined by two staff members. Mission expenses will be posted on the travel and expense disclosure page.

The Alberta 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*

Jan. 18 - 19
  • Travel to Geneva, Switzerland.

Jan. 20
  • Meetings with international sport event organizers.

Jan. 21
  • Meetings with tourism representatives and all-season resort operators.

Jan. 22 - 25
  • Travel to Paris, France.
  • Meetings with key publication and travel trade partners.

Jan. 26
  • Travel to Alberta.

*Subject to change.