Alberta’s government is proposing legislation to introduce the new Traveller Protection and Destination Development Act and amend the Consumer Protection Act to prevent tourism businesses from charging hidden or misleading fees while ensuring that visitors continue to pay their fair share to help maintain Alberta’s reputation as a premier travel destination. The proposed legislation will require full price transparency at booking and create clear rules for the voluntary collection and reinvestment of destination marketing fees.
“Alberta’s tourism industry is a powerful driver of jobs, investment and economic growth. This legislation makes sure people who are paying these fees know where their dollars are going, creating the transparency and accountability that both businesses and their customers need. By introducing this legislation, our government is ensuring that Alberta continues to be the best place to stay and play.”
If passed, amendments to the Consumer Protection Act will require accommodation providers to disclose the full price of overnight accommodations to consumers at the time of booking, including all mandatory fees and charges. If requested by a customer, they must also explain the purpose of each mandatory fee and how the funds will be used. Not only will this protect consumers from bearing unexpected costs, but it will also build public trust and give travellers greater confidence when planning their trips.
“We thank the Government of Alberta for listening to our members and introducing destination marketing fee legislation built on transparency, accountability and good governance. Legislation that keeps participation voluntary, ensures the system remains industry-driven rather than government-administered or destination marketing organization set, and drives local economic growth for Alberta’s tourism sector.”
Destination marketing fees (DMFs) are fees that many tourism businesses already voluntarily charge their customers to help support local destination marketing and development. While most businesses operate in good-faith, some businesses have retained DMF proceeds for profit – misleading consumers and undermining local destination promotion and development efforts.
If passed, the Traveller Protection and Destination Development Act would create a fair, consistent, and transparent framework for the voluntary collection and reinvestment of DMFs. When tourism businesses voluntarily charge their customers a DMF, if passed, this legislation would require 100 per cent of fee to be used to explicitly support local destination marketing and development. DMFs will continue to be voluntary and industry-led, giving tourism businesses the ability to choose whether to charge these fees to their customers.
“We’re so pleased to see this legislation moving ahead. When visitors understand where their dollars are going locally, it supports our triple bottom line: people, planet and profit.”
If passed, the Traveller Protection and Destination Development Act will create the transparency and accountability needed to encourage a coordinated approach to local destination marketing and development. The new framework will establish clear requirements for the designation, operations and governance of one local trustee, destination marketing organizations, and, if applicable, accommodation association per region. This includes setting parameters for the use of DMFs to provide proven, measurable local economic benefits for participating businesses. To ensure this framework meets the unique needs of each region, the legislation would also enable regions to set local DMF rates, define the destination’s geographic boundaries locally, and use fees to best support local growth.
“The visitor economy is one of Alberta’s fastest-growing sectors, driving billions in economic activity and supporting more than ten per cent of our region’s jobs. In Edmonton, hotel partners are already investing in our destination through a local destination marketing fee. That collaboration has helped build a strong and transparent local model and is driving great results. A provincial framework will strengthen accountability across Alberta and ensure visitor dollars are reinvested into our global competitiveness – creating jobs, attracting major events, and driving economic impact in Edmonton and across Alberta.”
“We applaud the introduction of the Traveller Protection and Destination Development Act. This legislation strengthens consumer protection across the entire province and ensures greater clarity and accountability around destination marketing fees, while directing funds to the appropriate organizations to grow the visitor economy in the regions where they are collected. Calgary has been leading the way with a model grounded in strong consumer protection and responsible stewardship for many years. We’ve long supported this direction because it reflects how our market already operates – a model that has helped deliver record growth for our visitor economy.”
Together, these changes are a key step forward for the continued growth and success of Alberta’s visitor economy. By introducing this new legislation, Alberta’s government is protecting consumers, improving transparency for businesses, and ensuring local communities have the tools to promote and develop themselves as a premier destination for visitors.
Quick Facts
- According to Travel Alberta’s most recent data, visitors spent $15.2 billion in Alberta in 2025, surpassing 2024’s record and exceeding the national growth rate.
- Visitor spending in Alberta grew six per cent year-over-year in 2025, exceeding the national growth rate.
- Tourism supports more than 86,000 full-time jobs and employs more than 10 per cent of Albertans.
- Destination marketing fees (DMFs) are voluntary fees that tourism businesses may charge customers with the intent to support local tourism destination marketing and development.
- DMFs will continue to be voluntary and industry-led.
Related information
- Traveller Protection and Destination Development Act fact sheet
- Bill 16: Traveller Protection and Destination Development Act
Multimedia
Stakeholder quotes
“Bill 16 formalizes an Alberta Model which establishes the collection of destination marketing fees as a highly accountable, commercially driven engine for provincial growth. A framework that grounds this system in robust governance and transparency structures is foundational to maximize economic returns for Alberta's tourism industry.”
- Darren Reeder, president and CEO, Tourism Industry Association of Alberta (TIAA)
“As a long-standing destination marketing organizations for Northeast Lakelands, Travel Lakeland looks forward to working with our tourism partners and the province to create a transparent and efficient Destination Management Fund, in support of the Lakeland’s growth aspirations. That growth will be driven by opportunities like the DMF program, and many other actions in line with our Destination Development Plan. We appreciate the time and effort the ministry has taken with this project, which will protect our guests, and support tourism growth and the Lakeland's sustainability.”
- Marianne Janke, executive director, Travel Lakeland
“For many independent operators, destination marketing fees have evolved locally over many years, so bringing clarity and transparency to the system is a welcome step. As implementation moves forward, ensuring smaller operators and short-term rental owners, who represent the majority of Alberta’s accommodation businesses, have a meaningful voice in regional governance will be essential to the framework’s long-term success.”
- James Hague, executive director, Charming Inns of Alberta and CEO, Peak Hospitality Management
“Calgary Hotel Association members support robust consumer protection alongside transparent stewardship of visitor-generated funds and welcome this new legislation. CHA, in partnership with Tourism Calgary, has demonstrated that an industry-led, locally governed model delivers results. This legislation strengthens consumer protection and ensures visitor-generated dollars are reinvested locally to drive demand, maintain competitiveness, and deliver measurable economic impact for our region.”
- Myka Osinchuk, interim executive director, Calgary Hotel Association
“We’re so pleased to see this legislation moving ahead. When visitors understand where their dollars are going locally, it supports our triple bottom line: people, planet and profit.”
- Rachel Ludwig, CEO, Tourism Canmore Kananaskis
“We thank the Government of Alberta for listening to our members and introducing destination marketing fee legislation built on transparency, accountability and good governance. This legislation keeps participation voluntary, ensures the system remains industry-driven rather than government-administered or destination marketing organization set, and drives local economic growth for Alberta’s tourism sector.”
- Tracy Douglas, president and CEO Alberta Hotel and Lodging Association
The visitor economy is one of Alberta’s fastest-growing sectors, driving billions in economic activity and supporting more than ten per cent of our region’s jobs. In Edmonton, hotel partners are already investing in our destination through a local Destination Marketing Fee. That collaboration has helped build a strong and transparent local model and is driving great results. A provincial framework will strengthen accountability across Alberta and ensure visitor dollars are reinvested into our global competitiveness – creating jobs, attracting major events and driving economic impact in Edmonton and across Alberta.”
- Traci Bednard, CEO and president, Explore Edmonton
“We applaud the introduction of the Traveller Protection and Destination Development Act. This legislation strengthens consumer protection across the entire province and ensures greater clarity and accountability around destination marketing fees, while directing funds to the appropriate organizations to grow the visitor economy in the regions where they are collected. Calgary has been leading the way with a model grounded in strong consumer protection and responsible stewardship for many years. We’ve long supported this direction because it reflects how our market already operates – a model that has helped deliver record growth for our visitor economy.”
- Alisha Reynolds, CEO, Tourism Calgary