Tourism Investment Program — Events & Festivals Fund
Grow existing events and festivals, and initiate new ones, that occur over multiple days and drive overnight visitation.
Offered by Travel Alberta
Amount
$25,000-$150,000 per event; applicant must contribute at least 25% of total event or festival cost (Travel Alberta may provide up to 75%); maximum combined eligible investment of $150K per organization across all successful applications
Quick eligibility check
Who can apply
Note: If your organization has previously received an investment for the same event, you must show how this funding will enhance the event through growth, new activations, or expanded programming.
Your business must fit into at least one of the following categories:
- A registered Alberta-based tourism business
- An Indigenous tourism organization
- Not-for-profit organization, Indigenous community,or municipality with a focus on tourism
Note: Non-municipal partners must have been in operation for a minimum of three years.
- Your events or festivals and associated expenses must occur between April 1, 2027, and March 31, 2028.
- Expenses must be invoiced by a qualified third party and documented in a financial reconciliation.
- Must be two or more days in length and target overnight visitation, with a focus on establishing an annual event.
- Must charge an admission fee to the overall event.
- Must be able to report on visitor numbers and overnight stays.
- Organizations hosting events are expected to maintain appropriate permits and insurance for their operations and event activities. This includes General Liability Insurance with a minimum coverage amount of $2 million per occurrence.
I am a consultant/firm working on behalf of multiple businesses, can I submit application on their behalf?
No, organizations must submit their own applications.
Do I need to have a bank account to receive funding?
Yes, Travel Alberta requires an organization to have a bank account in the organization’s name as we provide payment through an electronic funds transfer (EFT).
If I have received an investment from Travel Alberta before, can I apply again?
If you have previously received funding from Travel Alberta, you can apply again if you meet the eligibility requirements, have completed previously funded projects, and do not have outstanding reporting obligations.
Not eligible:
You are not eligible for this fund if your event or project falls into one of these categories
Charitable and fundraising events
Local community events
Amateur sport tournaments
Consumer and trade shows
Conferences, congresses, corporate meetings and business events
Political events
Events common across multiple communities (ex: Canada Day celebrations
Private events not accessible by the public – public must be able to purchase tickets
Business improvement areas
Events that do not charge admission
About the funding
Organizations can receive between $25,000 and $150,000 from Travel Alberta. Minimum 25% fund matching required (example: a project budgeted at $100,000 could receive up to $75,000 from Travel Alberta, if the operator provides $25,000 in funding)
Similar programs
| Program | Type | Amount | Status |
|---|---|---|---|
| Access Support Fund | Grant | No fixed amount | Open |
| Circulation and Touring of Arts Abroad | Grant | Up to $200,000 per application (a maximum of 50% of total eligible costs) | Open |
| Engage and Sustain: Artistic Catalysts | Grant | Up to 50% of your total annual revenues, averaged over the last 3 years | Open |
