Since 2005, Alberta hotels have contributed to Destination Marketing Funds (DMFs) to support tourism marketing. The AHLA became a trustee for one of Alberta’s first DMFs, ensuring responsible fund management, low administrative costs, and transparency for participating hotels. Over the years, we have gained valuable insight into DMF and Destination Marketing Organization (DMO) practices as trustees and administrators for some of Alberta’s largest DMF Collectors.
In 2010, the AHLA commissioned Western Management Consultants to review DMF structures across Alberta. This study, combined with our first-hand experience, led to the development of the AHLA’s Recommendations on DMF Governance & Administration, ensuring fairness, accountability, and effective use of funds.
Now, as the Government of Alberta prepares to introduce formal DMF regulations, the Alberta Hotel & Lodging Association (AHLA) is advocating for a fair, transparent, and industry-led governance model that ensures funds are used effectively and accountably for destination marketing.
To ensure a strong and sustainable DMF system, AHLA is calling for:
1️⃣ Voluntary Participation – Hotels should be able choose whether to contribute to a DMF or not.
2️⃣ Strict Fund Oversight – Every dollar charged must go to recognized DMF Collectors for destination marketing efforts.
3️⃣ Hotels’ Right to Decide – No fixed allocation of DMF dollars to Destination Marketing Organizations (DMOs)—funding should be based on performance, not entitlement.
4️⃣ No Additional Taxes or Fees – Regulation should not result in extra financial burdens for hotels.
By implementing a balanced, transparent governance model, we have an opportunity to:
✅ Ensure DMF funds are used effectively to drive destination marketing.
✅ Protect businesses that have made major investments in Alberta’s communities.
✅ Support the government’s goal of doubling tourism revenues by 2035.
AHLA is committed to working with policymakers, industry leaders, and stakeholders to create a governance framework that benefits hotels, communities, and Alberta’s tourism industry as a whole.