Following a busy start to the season marked by several milestones with tourism professionals, Travel Alberta continues its momentum in France with a new message dedicated to winter.
The objective: position Alberta as a four-season Canadian destination on the French market, and no longer primarily as a summer road-trip destination.
While Alberta already captivates French travelers with its wide-open spaces, its national parks, and its spectacular landscapes, the destination now aims to amplify the visibility of its winter offering. A season that allows discovering another facet of the Canadian Rockies: more immersive, more contrasted, and more experiential.
The objective: position Alberta as a four-season Canadian destination on the French market, and no longer primarily as a summer road-trip destination.
While Alberta already captivates French travelers with its wide-open spaces, its national parks, and its spectacular landscapes, the destination now aims to amplify the visibility of its winter offering. A season that allows discovering another facet of the Canadian Rockies: more immersive, more contrasted, and more experiential.
Winter in Alberta, Far More Than Skiing
In Alberta, winter isn’t limited to ski slopes. The season offers a wide variety of experiences tailored to different traveler profiles: couples, families, nature lovers, mountain enthusiasts, active travelers, or guests seeking a more contemplative stay.
In Banff and Banff National Park, the snowy landscapes, frozen lakes, and the Rocky Mountain atmosphere create a strong image for French travelers. The winter offering blends skiing, snowshoeing, ice skating on frozen lakes, dog-sledding, relaxation at the Banff Upper Hot Springs, culinary experiences, wellness activities, and cozy getaways. It makes it possible to craft itineraries suitable for both skiers and non-skiers.
This wealth of experiences constitutes a key selling point for travel agents. It enables them to propose a broader, more emotional Canadian winter that’s easier to tailor to clients’ desires.
In Banff and Banff National Park, the snowy landscapes, frozen lakes, and the Rocky Mountain atmosphere create a strong image for French travelers. The winter offering blends skiing, snowshoeing, ice skating on frozen lakes, dog-sledding, relaxation at the Banff Upper Hot Springs, culinary experiences, wellness activities, and cozy getaways. It makes it possible to craft itineraries suitable for both skiers and non-skiers.
This wealth of experiences constitutes a key selling point for travel agents. It enables them to propose a broader, more emotional Canadian winter that’s easier to tailor to clients’ desires.
Banff and Lake Louise at the Heart of the Winter Strategy
Banff and Lake Louise occupy a central place in this new communication sequence. Iconic in summer, the two destinations reveal in winter another dimension of Alberta: expansive snowy spaces, gentle or athletic outdoor experiences, and a lifestyle centered around the mountains that is especially appealing.
For French travelers, Banff and Lake Louise represent a strong promise: to live the Canadian winter in one of North America’s most spectacular natural settings.
For tourism professionals, the destination offers several selling points: strong brand recognition, powerful visual impact, a diversity of activities, urban complementarity with Calgary, and the possibility to craft premium, nature, or adventure stays tailored to client profiles.
For French travelers, Banff and Lake Louise represent a strong promise: to live the Canadian winter in one of North America’s most spectacular natural settings.
For tourism professionals, the destination offers several selling points: strong brand recognition, powerful visual impact, a diversity of activities, urban complementarity with Calgary, and the possibility to craft premium, nature, or adventure stays tailored to client profiles.
A webinar to Equip Agents with the Right Talking Points – October 22, 2026
Travel Alberta will host on Thursday, October 22, 2026, a webinar aimed at French travel agents focusing on selling Banff and Lake Louise in winter.
The objective of this event is to help travel agents better promote the destination in winter: which experiences to recommend, which periods to prioritize, how to respond to non-skiing clients, and which arguments to use to position Alberta against other snow or mountain destinations.
The webinar will also provide practical keys to reassure clients and value the season: accessibility, length of stay, types of accommodations, must-do activities, itinerary ideas, and traveler profiles to target.
The goal is clear: enable agents to turn winter inspiration into concrete sales.
The objective of this event is to help travel agents better promote the destination in winter: which experiences to recommend, which periods to prioritize, how to respond to non-skiing clients, and which arguments to use to position Alberta against other snow or mountain destinations.
The webinar will also provide practical keys to reassure clients and value the season: accessibility, length of stay, types of accommodations, must-do activities, itinerary ideas, and traveler profiles to target.
The goal is clear: enable agents to turn winter inspiration into concrete sales.
An Inspirational Campaign to Support Demand
Travel Alberta has rolled out in recent weeks a national winter cinema campaign across MK2, Pathé, and Megarama networks, aimed at imprinting the destination’s powerful imagery on the French general public.
By combining broad public inspiration with professional training, Travel Alberta aims to strengthen Alberta’s presence in travel conversations, while giving distributors the tools needed to convert interest into concrete projects.
By combining broad public inspiration with professional training, Travel Alberta aims to strengthen Alberta’s presence in travel conversations, while giving distributors the tools needed to convert interest into concrete projects.
Practical Information
