Alberta Welcomes Top Travel Agents from Germany to Explore its Winter Wonders and Year-Round Attractions

Alberta is rolling out the welcome mat for 300 top travel agents from Germany and several other European countries, as part of the 2026 DERTOUR Campus Academy event. From February 21 to 26, these agents will explore Alberta’s stunning landscapes and signature experiences during an immersive program designed to deepen their knowledge of the region’s year-round travel offerings. The event will take place in Calgary and Banff, two of Alberta’s most iconic destinations, showcasing the province’s incredible tourism potential.

DERTOUR, one of Europe’s leading travel groups, is hosting this event to enhance the knowledge of its travel agents, who will gain valuable insights into Alberta’s unique cultural heritage, winter sports, and outdoor adventures. This collaboration between Travel Alberta and DERTOUR is expected to boost tourism growth and strengthen the province’s position as a premier travel destination for European tourists, particularly those from Germany.

Alberta Hosts DERTOUR Campus Academy: A Key Opportunity for German and European Travel Agents

The DERTOUR Campus Academy is an important educational initiative for travel agents from Germany, France, the United Kingdom, and other European countries. The event’s aim is to give agents a firsthand experience of Alberta’s world-class attractions and offer in-depth training on the best ways to sell Alberta as a destination of choice. The focus of this year’s academy is on winter tourism, with agents getting an up-close look at the winter activities that make Alberta a year-round destination. From skiing in the Rockies to hot springs, Alberta’s wide variety of offerings will be showcased to these international travel professionals.

As Tannis Gaffney, Chief Marketing Officer of Travel Alberta, noted, this partnership with DERTOUR is a powerful opportunity to drive real economic impact and showcase Alberta as a diverse, high-quality destination. The academy’s exposure also supports Alberta’s ongoing efforts to attract more European travelers, especially as the province continues to receive global recognition for its outdoor tourism experiences.

The Impact of DERTOUR Campus Academy on Alberta’s Tourism Industry

For Alberta, hosting the DERTOUR Campus Academy is a strategic move designed to boost the province’s tourism market, particularly with European visitors. As the province’s tourism sector continues to grow, initiatives like this allow Alberta to reach a broader audience, establishing deeper connections with influential travel agents. The economic impact of these initiatives is significant, considering that Germany is one of Alberta’s largest overseas markets, alongside the United Kingdom and France.

This year’s academy is expected to generate strong demand for Alberta’s travel offerings, particularly for luxury travel, ski resorts, and outdoor adventure tourism. With Alberta’s growing reputation in these areas, the academy offers an excellent opportunity for Alberta to position itself as a leader in winter tourism, as well as in the broader tourism sector.

What Travel Agents Will Experience During Their Alberta Trip

During the event, DERTOUR’s top agents will have the chance to experience the best of Alberta’s tourism offerings. Banff National Park, a UNESCO World Heritage site, will be a key destination for agents to explore, offering breathtaking mountain scenery, outdoor adventure opportunities, and the region’s famous hot springs.

They will also visit Calgary, Alberta’s largest city, where they will experience the vibrant urban culture and visit iconic landmarks like the Calgary Tower and Glenbow Museum. The agents will also learn about Alberta’s thriving cultural and culinary scene, showcasing the province’s diverse offerings beyond its outdoor adventures.

In addition to familiarizing agents with these destinations, the academy will also offer workshops and roundtable sessions, where agents will receive practical tools to help sell Alberta’s unique travel experiences. By immersing themselves in the local culture, agents will be better equipped to create tailored travel experiences for clients looking to visit Alberta in the future.

Alberta’s Growing Popularity Among German Tourists: What’s Driving the Demand?

The growing popularity of Alberta among German tourists can be attributed to several factors. Since 2025, Alberta has seen a surge in arrivals from Germany, with 146,000 incoming passengers from Germany, France, and the United Kingdom. The province has also been named among the top destinations in Europe’s outbound market. The strong connection between Germany and Alberta is also helped by initiatives like the visa-free policy and the increased availability of direct flights between Europe and Canada.

Germany’s tourism to Alberta has been on an upward trajectory, with year-on-year increases in the number of travelers, especially since the launch of direct flights to Calgary. The unique combination of outdoor adventures and cultural experiences positions Alberta as an appealing destination for Germans looking to explore Canada.

Tourism Alberta’s Strategy to Engage with European Travel Markets and Promote Winter Travel

The partnership with DERTOUR and hosting the Campus Academy is part of a larger strategy by Travel Alberta to engage with key international travel markets. By creating deeper relationships with travel agents in Germany and other European countries, Alberta aims to build long-term demand for its winter tourism offerings.

Additionally, Travel Alberta continues to focus on promoting the province as a year-round destination, with winter tourism as a key element of the province’s future growth. The upcoming winter season will offer an excellent opportunity to promote Alberta’s world-class ski resorts, such as Banff, Lake Louise, and Sunshine Village, which attract tourists from across the globe.

Conclusion: The Future of Alberta’s Tourism

As Alberta continues to see record numbers of visitors from Europe and beyond, initiatives like the DERTOUR Campus Academy will help build on that momentum, fostering stronger relationships with European travel agencies and opening new doors for tourism growth. By showcasing the best of Alberta’s natural beauty and cultural richness, these efforts will ensure that the province remains one of the most sought-after destinations in Canada.

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