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Part of Tourism

Designation for destination marketing fee collection and reporting

Learn how to apply for designation, submit changes, request approvals, and submit annual reporting documents.

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Designation for destination marketing fee collection and reporting

Important deadline

Designation required by January 1, 2027

Entities seeking designation are encouraged to apply as early as possible to allow time for review before the transition period ends December 31, 2026.

Beginning January 1, 2027, only designated entities may receive destination marketing fees within a geographic area.

Overview

The Traveller Protection and Destination Development Act establishes a framework for how destination marketing fees are collected, managed and used in Alberta. The act supports transparency, accountability and consumer protection while enabling industry-led destination marketing and development.

Entities must be designated in order to collect destination marketing fees within a geographic area. Learn about designation requirements and process below.

Destination marketing fees:

  • are voluntary for businesses
  • are separate from the Alberta tourism levy
  • must be used for purposes permitted under the legislation and regulation
  • remain industry-led and locally managed

Learn more about protecting travellers and supporting tourism, the act and Alberta's destination marketing fee framework.

Who can apply

Important: Municipalities are not eligible for designation.

  • Destination marketing organizations

    Entities applying for designation as a destination marketing organization (DMO) must meet the eligibility requirements established in the legislation, regulation and policy guide.

    Applicants must demonstrate their ability to support destination marketing and destination development within a proposed geographic area.

  • Accommodation associations

    Accommodation associations may apply for designation where a DMO has been designated within the geographic area.

    Only one accommodation association may be designated within a geographic area.

  • Trustees

    A trustee is an independent third party responsible for receiving, holding and distributing destination marketing fees in accordance with legislative requirements.

    Trustees must meet the eligibility requirements established in the legislation and regulation.

    Eligible trustee applicants include:

    • chartered professional accountants in good standing with the Chartered Professional Accountants of Alberta
    • professional corporations registered under the Chartered Professional Accountants Act
    • registered trust corporations under the Loan and Trust Corporations Act

Types of submissions

  • Apply for designation as DMO, association or trustee

    Eligible entities may apply for designation as:

    • a destination marketing organization (DMO)
    • an accommodation association
    • a trustee

    Only designated entities may receive destination marketing fees within a geographic area.

  • Notify minister of changes to an existing designation

    Designated entities must notify the minister when certain information changes. Examples include:

    • legal name changes
    • incorporation or registration status changes
    • changes to directors or officers
    • changes to contact information
    • changes to fiscal year-end
    • changes to board composition
    • changes to destination marketing fee rates

    Notification requirements are described in the legislation, regulation and policy guide.

  • Request approval for changes that require ministerial approval

    Certain changes require ministerial approval before they take effect. These include:

    • changes to a designated DMO's geographic area
    • agreements between a designated DMO and designated accommodation association respecting the proportions or amounts of destination marketing fees transferred between the entities

  • Submit annual reporting

    Designated DMOs and accommodation associations must submit:

    • annual reports
    • annual business plans

    Annual reporting requirements are outlined in the policy guide.

Before you submit

Before submitting any form or supporting documentation:

  • determine the type of submission you are making
  • review the eligibility requirements applicable to your entity
  • review the policy guide
  • identify your proposed geographic area, if applicable
  • gather all required supporting documentation
  • ensure all forms are fully completed

Applicants are encouraged to consider neighbouring destinations, tourism partnerships and existing destination structures when defining a geographic area.

Submitting complete documentation will help avoid delays during the review process.

How to submit

  • Step 1. Review the policy guide

    Read the Traveller Protection and Destination Development policy and guidelines before preparing your submission. The guide includes:

    • eligibility requirements
    • application requirements
    • document requirements
    • reporting obligations
    • governance requirements
    • compliance obligations

  • Step 2. Complete the appropriate form

    Select and complete the form that applies to your entity and submission type:

    The forms may be used to:

    • apply for designation
    • notify the minister of changes
    • request approvals where applicable

  • Step 3. Gather supporting documentation

    Supporting documentation varies depending on:

    • the type of entity
    • the type of submission

    Depending on the submission, you may be required to provide:

    • proof of incorporation, registration or standing
    • descriptions of geographic areas
    • board and governance information
    • letters of endorsement
    • criminal record checks or police information checks
    • Authorization of Directors and Officers (form)

    Documentation requirements are outlined in the policy guide and on the applicable form.

  • Step 4. Submit your documents

    Upload your completed forms and supporting documentation through the online submission portal.

    Submit online

After you submit

Once a submission is received:

  • it will be reviewed for completeness and eligibility
  • departmental staff may request additional information
  • submissions will be assessed against the requirements established in legislation and regulation
  • designation decisions are made by ministerial order, where applicable

Competing applications

Only one DMO and one accommodation association may be designated within a geographic area.

If multiple applications are received for the same or overlapping geographic area, the minister may:

  • designate one applicant
  • require applicants to revise the geographic area proposed in their application

Responsibilities after designation

Designated entities must comply with ongoing requirements under the act and regulation.

These requirements may include:

  • maintaining eligibility
  • using destination marketing fees only for permitted purposes
  • maintaining records
  • submitting annual reports
  • submitting annual business plans
  • providing required notifications of changes
  • complying with inspection or investigation requirements where applicable

Changes to information

Designated entities must notify the minister when information associated with their designation changes. Examples include:

  • legal name changes
  • incorporation status changes
  • changes to directors or officers
  • contact information updates
  • changes to board composition
  • fiscal year-end changes
  • changes to destination marketing fee rates

Compliance and enforcement

The act includes compliance and enforcement tools, including:

  • inspections
  • investigations
  • administrative penalties
  • offences
  • suspension or cancellation of designation in prescribed circumstances

Resources

Related

Next Submission form for designated entities