winners for Edmonton Tourism Awards 2025
Awards
- Attraction of the Year Award
- Business Event of the Year Award
- Culinary Tourism Award
- Cultural Experience Award
- Destination of the Year Award
- Fall/Winter Festival of the Year Award
- Great Place to Work Tourism Award
- Hotelier, Lifetime Achievement Award
- Peter Ogilvie Award
- Sports Event of the Year Award (Budget Over $1m)
- Sports Event of the Year Award (Budget Under $1m)
- Spring/Summer Festival of the Year Award
- Sustainable Tourism Award (budget over $500k)
- Sustainable Tourism Award (budget under $500k)
- Tourism Influencer Award
- Special Mentions
Attraction of the Year Award
The Alberta Legislature and Visitor Centre stands as a cornerstone of Edmonton’s cultural and civic identity. More than the seat of democratic governance, the Legislature offers an engaging, free, and year-round visitor experience that connects people to Alberta’s past, present, and future.
With over 135,000 annual visitors, this iconic site blends history, architecture, and education through guided tours, public programming, and immersive exhibitions. From the grandeur of the historic Legislature Building to the interactive Democracy Discovery Centre, Borealis Gallery, and Pehonan Theatre, guests are invited to explore democracy in action through meaningful and accessible experiences.
Innovative activations in 2024 included summer drop-in programs, refreshed wayfinding and signage, and outdoor engagement booths—all designed to meet visitors where they are, whether they arrive as curious tourists, school groups, or community members. Events like Canada Day and Celebrate the Season draw thousands to the site, while curriculum-based education programs such as School at the Legislature foster long-term civic learning.
The Legislature also actively promotes Edmonton through initiatives like hosting the 44th CPA Canadian Regional Parliamentary Seminar and consistently connecting guests with nearby attractions and local businesses. It’s a key economic driver for downtown, supporting restaurants, hotels, and transportation services.
With a 2024 Tripadvisor Travellers’ Choice Award and a 4.5-star rating, the Legislature’s reputation for excellence is well-earned. Through its commitment to accessibility, education, and authentic public engagement, the Alberta Legislature and Visitor Centre is more than an attraction—it’s an essential, dynamic part of Alberta’s story.
Fort Edmonton Park is Canada’s largest living history museum and one of Edmonton’s most distinctive cultural destinations. Spanning eras from the 1700s to the 1920s, the park immerses visitors in Edmonton’s past through costumed interpreters, hands-on exhibits, and historical reenactments that bring the city’s stories vividly to life.
A standout feature is the Indigenous Peoples Experience—a year-round attraction co-created with Indigenous communities that offers a powerful, multi-sensory journey through First Nations and Métis histories and worldviews. Initiatives like the Indigenous Storytelling Series and the Edmonton Queer History Project reflect the park’s commitment to inclusive storytelling and authentic representation.
Fort Edmonton Park offers year-round programming that blends education, entertainment, and economic impact. Seasonal favourites like DARK and Where Dark Things Dwell have transformed the park into a dynamic destination for immersive events, attracting thousands of visitors and extending tourism beyond the summer months. The park also collaborates with festivals like the Edmonton Christmas Market and supports local vendors through retail partnerships featuring over 20 Edmonton-based artisans.
With more than 160,000 visitors annually, including nearly 5,000 international guests, Fort Edmonton Park plays a key role in regional tourism. Strategic marketing campaigns, influencer partnerships, and city-wide collaborations help position the park—and Edmonton—as a must-visit destination.
By reimagining what a museum can be, Fort Edmonton Park blends historical authenticity with innovation, ensuring that every visit is both meaningful and memorable. Through cultural leadership, community engagement, and experiential storytelling, it stands as a shining example of what a world-class attraction can offer.
Business Event of the Year Award
Game Con Canada (GCC) Powered by TELUS has redefined what a business event can be—merging tech innovation, entertainment, education, and industry networking into one massive, immersive experience. Held at the Edmonton EXPO Centre in June 2024, the event spanned over 350,000 square feet and welcomed more than 36,000 attendees, including over 2,000 industry professionals from around the world.
GCC positioned Edmonton at the heart of the global gaming conversation, hosting exclusive product launches from Intel, MSI, and Samsung, and attracting celebrity guests like Ray Fisher and Deborah Ann Woll. With 320 exhibitors, 43 game studios, 34 board game developers, and Canada’s largest cosplay cash competition, the event created unmatched opportunities for business development and brand visibility.
GCC’s impact extended far beyond the venue. Its $15.5–18 million economic contribution to Edmonton included partnerships with over 30 hospitality businesses, thousands of hotel stays, and boosted traffic to local restaurants and transportation services. A robust promotional campaign—featuring 35,000 handbills, 250,000 Scratch & Win cards, and a live activation at West Edmonton Mall—generated over 2.1 million impressions on social media and solidified GCC’s visibility.
The event also invested in future talent, distributing over $100,000 in complimentary passes to students and hosting education panels with six post-secondary institutions. Through live streaming, interactive panels, and hands-on demos, GCC fostered learning and collaboration across industry tiers.
With its bold vision and inclusive execution, Game Con Canada has cemented Edmonton as Canada’s epicentre for gaming, tech, and next-generation business events.
Life Sciences Week (LSW) has rapidly grown into one of Edmonton’s most impactful business events, spotlighting Alberta’s thriving life sciences sector while positioning the city as a global hub for health innovation. Organised by API and powered by 16 strategic sponsors, the 2024 edition featured over 70 events—including panel discussions, startup pitches, facility tours, networking sessions, and exhibitions—across Edmonton and beyond.
With more than 4,000 registrations, LSW achieved a fourfold increase in attendance from its inaugural year. Its primary objectives—raising awareness, fostering collaboration, and driving investment—were met through dynamic programming and expansive outreach. High-profile speakers, immersive lab tours, and cutting-edge showcases offered direct engagement with the sector’s talent, technologies, and potential.
A robust marketing campaign, resulting in over 13.7 million paid impressions and a 460 percent increase in web traffic, helped amplify Edmonton’s life sciences story. The week featured major media coverage on Global Morning News, 630 CHED, and Taproot Edmonton. Delegates included international investors, policy makers, researchers, and industry professionals, with programming tailored to highlight Edmonton’s leadership in biotechnology, pharmaceuticals, and medical innovation.
Notable moments included a presentation from the Governor of South Korea’s Gangwon State and exclusive tours of Gilead, Swift Innovations, and the Edmonton Research Park’s Life Sciences Campus. These activations reinforced Edmonton’s investment potential and innovation infrastructure.
More than an annual conference, Life Sciences Week is a catalyst for long-term economic development and industry collaboration. It reaffirms Edmonton’s role on the world stage as a destination for cutting-edge research, global partnerships, and the future of health innovation.
In May 2024, Edmonton played host to Rendez-vous Canada (RVC), the country’s largest international travel trade marketplace—and delivered an unforgettable, city-wide experience that positioned Edmonton as a world-class destination. Produced by Destination Canada and the Tourism Industry Association of Canada, and delivered in partnership with Explore Edmonton, Travel Alberta, and over 70 local businesses, RVC 2024 brought 1,528 global tourism leaders from more than 25 countries to Edmonton.
The week featured over 4,000 B2B appointments between Canadian tourism sellers and international buyers, immersive city experiences, and a high-profile Host City Night in the ICE District. Every moment was designed to reflect Edmonton’s authentic spirit, with curated storytelling, dynamic entertainment, and deeply local engagement—from Indigenous chefs and Métis musicians to drag performers and aerial bartenders.
The event set a new standard for business tourism. A first-ever Sustainability Committee shaped an eco-conscious delivery model, while 97 percent of the Host City Night budget was reinvested into Edmonton’s economy. Over 3,956 hotel room nights were booked, and the event generated $6 million in immediate economic impact.
RVC 2024 also achieved 94 percent overall satisfaction and increased awareness of Edmonton among 75 percent of attendees—critical decision-makers in global tourism. Through strategic design, multi-sensory activations, and community inclusion, Edmonton offered not just a venue, but an experience.
Rendez-vous Canada 2024 was more than a marketplace—it was a powerful, city-wide showcase of Edmonton’s creativity, culture, and capacity to lead on the global tourism stage.
Upper Bound 2024, hosted by Amii (Alberta Machine Intelligence Institute), was a landmark artificial intelligence conference that brought more than 5,500 attendees from 25 countries and 955 organizations to Edmonton for four days of world-class innovation, collaboration, and economic impact. Held across 12 venues—including the Edmonton Convention Centre and local businesses—this event positioned Edmonton as a global AI hub.
The conference delivered 132 hours of programming, including 49 mainstage talks, 63 breakout sessions, 28 social mixers, and 12 community-led events. With 216 expert speakers from industry giants like Google, NVIDIA, Microsoft, and AWS, Upper Bound created a multidisciplinary, accessible program spanning research, entrepreneurship, and applied AI. A new Technical Proficiency Scale helped guests tailor their learning journey, ensuring engagement at all experience levels.
Upper Bound also introduced Edmonton’s first multi-session headphone system for concurrent talks—enhancing accessibility and setting a new bar for tech conference design. The event injected $25,000 directly into the downtown economy through local business gift cards, and contributed to significant economic activity for hotels, restaurants, and transit providers.
Amii’s outreach strategy reached over 34.9 million global impressions through digital, print, radio, and international media—including a delegation from South Korea. Local businesses were featured prominently, and the city’s AI strengths were showcased to investors and talent from around the world.
By combining visionary programming with immersive design and tangible economic benefits, Upper Bound 2024 demonstrated why Edmonton isn’t just part of the AI conversation—it’s helping lead it.
Culinary Tourism Award
Bar OA Farms has emerged as one of Alberta’s most innovative culinary tourism destinations, offering immersive, sensory-rich experiences that celebrate the province’s agricultural heritage. Located near Edmonton, the farm blends hands-on engagement, culinary excellence, and community spirit through four signature events: Moon Dinners, Brunchin’ Bloom, Blooms for Two, and Garden Parties.
These experiences go beyond farm-to-table—they are designed to educate, inspire, and connect guests to the land. Visitors pick herbs, flowers, and produce; meet the producers; and dine under the stars or among the flower fields with menus crafted by top Alberta chefs. Each event is carefully curated to highlight regional ingredients and the stories behind them, deepening appreciation for Alberta’s food systems and sustainable agriculture.
In 2024, Bar OA Farms welcomed nearly 3,000 visitors and featured collaborations with over 30 local producers and artisans, generating over $59,000 in direct economic impact. Its events showcased ingredients from Meuwly’s, Lakeside Farmstead, Fifth Gen Farms, and Sylvan Star Cheese, while championing regenerative practices and low-waste operations. Through strategic partnerships, social media storytelling, and participation in provincial tourism programs, Bar OA Farms positioned itself as a leading agritourism experience.
Founder Bryanna is also a national voice in sustainable tourism, earning international recognition for her leadership and research. Her work has helped elevate Edmonton’s profile as a culinary tourism destination while supporting fellow operators through knowledge-sharing and advocacy.
Bar OA Farms redefines culinary tourism—not just feeding guests, but connecting them to the land, the seasons, and the people who make Alberta’s food culture truly unforgettable.
Chase the Dragon: Chinatown Dragon Food Tours offers a vibrant, community-powered culinary journey through Edmonton’s historic North Chinatown. Led by the Chinatown Transformative Collaboration Society, the tours blend delicious cuisine with cultural storytelling, inviting guests to explore hidden gems while deepening their understanding of the area’s rich immigrant heritage.
Featuring both sweet and savoury tours, guests sample hand-crafted desserts, traditional Cantonese BBQ, Vietnamese delicacies, Filipino confections, and Thai and Laotian dishes. Stops include Edmonton’s first bubble tea shop, a third-generation tofu factory, and locally loved bakeries—each with its own story of resilience, legacy, and innovation. Participants meet the owners, learn about family histories, and experience the evolution of Asian cuisine in Alberta, making every bite part of a broader cultural narrative.
Since launching in 2024, the tours have welcomed more than 600 attendees, driven economic activity to local, often family-run, businesses, and helped reshape perceptions of Chinatown. Strategic marketing through social media, radio, and television—along with video content and influencer collaborations—have generated significant attention. The program also prioritises safety and inclusivity by offering group-led experiences and culturally immersive walking routes.
What sets this experience apart is its grassroots approach: a youth-led tour team, direct community mentorship, and storytelling that goes beyond the plate. Chase the Dragon isn’t just about food—it’s a celebration of Edmonton’s multicultural spirit and a powerful model of culinary tourism that connects people to place through heritage, hospitality, and flavour.
The Old Red Barn’s Farm to Flame series is a standout example of immersive culinary tourism in Alberta. Set on a working dairy farm just outside Edmonton, this experience invites guests to engage directly with the land, the farmers, and the food in a setting that feels like coming home to a friend’s family farm. Each evening begins with a walk through the woods, a welcome from a mini pony bearing local craft beer, and continues with open-fire cooking demonstrations led by local chefs using farm-direct ingredients.
From the stone oven appetizers to the three-course barn dinners, every element reflects a commitment to Alberta’s food heritage. Guests meet the featured farmer of the evening, learn about sustainable agriculture, and can purchase local products directly from the on-site farm store. With over 40 local producers and artisans involved annually—from bison and lamb farmers to cheesemakers, brewers, and distillers—each event showcases the region’s agricultural abundance.
The Old Red Barn hosted up to 1,000 guests in 2024 across 15 to 20 intimate events, creating 34 jobs and fostering sustainable economic growth in the Edmonton region. Its educational approach includes hands-on demonstrations, storytelling, and curated farm tours that connect people with Alberta’s food systems in meaningful ways.
Whether guests are churning their own butter or dining in a cornfield under the stars, Farm to Flame is a feast for the senses and the soul—celebrating Alberta’s culinary identity with warmth, authenticity, and innovation.
Cultural Experience Award
Now in its 40th year, the Cariwest Caribbean Arts Festival has become a cornerstone of Edmonton’s cultural calendar—offering an authentic, immersive, and celebratory experience of Caribbean heritage. Produced by the Western Carnival Development Association, Cariwest is one of the few festivals in Alberta that centers the voices and traditions of Caribbean communities, creating space for cultural expression, storytelling, and joy.
Over three vibrant days, more than 72,000 attendees were immersed in the sounds of soca, reggae, and calypso; the aromas of Caribbean cuisine; and the spectacle of Mas costumes crafted by local artists. From the colorful Saturday parade—Edmonton’s only cultural parade—to steelpan music, stilt-walkers, and family programming, the festival brought Caribbean culture to life for all ages and backgrounds.
Cariwest is more than entertainment—it is cultural education and exchange. The festival highlights the historical roots of Carnival, its ties to the abolition of slavery, and the resilience of Caribbean communities. Through blog content, social media, and live storytelling, attendees are invited to understand and celebrate the deeper meanings behind the music, food, and art.
This year’s Mas Band Launch attracted visitors from across Canada, while local hotels logged 193 room nights linked to the event. A 143 percent increase in social media reach and recognition from the Alberta Legislature underscored Cariwest’s growing impact.
By uniting tradition, innovation, and inclusion, Cariwest celebrates the cultural richness of the Caribbean and affirms Edmonton as a proudly diverse and globally connected city.
With over four decades of artistic excellence, Rapid Fire Theatre has helped establish Edmonton as a global hub for improvisational performance. Housed in the renovated Rapid Fire Exchange—a century-old telephone building in the heart of Old Strathcona—the company has created a uniquely Edmontonian cultural experience that is both accessible and unforgettable.
Each year, Rapid Fire produces more than 400 performances, from TheatreSports™ and improvised musicals to original shows like The Ha-Ha-Haunting of Strathcona and Plays by Bots. These formats blend audience interaction, local history, and spontaneous creativity, making every show different and deeply engaging. The company also hosts the annual Improvaganza festival, a highlight on the international improv circuit that draws artists and fans from around the world.
Beyond entertainment, Rapid Fire is deeply invested in education, equity, and community impact. Through the Rapid Fire Academy, BIPOC workshops, senior improv jams, and partnerships with schools and community organizations, they make improv accessible to all. Initiatives like Kids Shows, SOUND OFF collaborations, and Improv for Anxiety workshops ensure that participants of all backgrounds and ages feel welcome and inspired.
With more than 43,000 patrons annually and an estimated $1.9 million in local economic impact, Rapid Fire Theatre not only drives cultural tourism—it helps revitalize Edmonton’s arts scene and downtown economy. Its commitment to inclusivity, innovation, and fun makes it a cornerstone of the city’s cultural identity.
Rapid Fire Theatre is more than a comedy venue—it’s a cultural engine, redefining live performance in Edmonton and beyond.
Winterval has quickly become Edmonton’s signature holiday festival—an immersive winter celebration that transforms 104 Street into a cultural gathering space pulsing with warmth, music, and magic. Designed to revitalize downtown and foster community connection, Winterval blends tradition with innovation, drawing over 20,000 attendees to a free, family-friendly experience rooted in cultural participation.
Produced by Foundry Events in partnership with the Edmonton Downtown Business Association, the festival celebrates winter through diverse performance, public art, and interactive programming. JUNO-winning acts like Talk, Melafrique, and The Royal Foundry lit up the main stage, while roving performers like Brasstactics and Hula Hoop Circus brought the streets to life. A Downtown Christmas Market featured over 10 local and Indigenous vendors, supporting small businesses and creating a space for cultural exchange.
Winterval’s charm lies in its ability to connect people—horse-drawn sleigh rides, ice carving workshops, fire pits, and a cozy beer garden invite attendees to slow down, gather, and share in the spirit of the season. The festival achieved 1.65 million social media impressions and received prominent media coverage, positioning it as a must-attend event aligned with Edmonton’s Winter City Strategy.
By activating underutilized public spaces during a typically quiet time of year, Winterval advances cultural vibrancy, economic growth, and a sense of belonging. Its commitment to accessible, inclusive programming reflects the city’s values and showcases how winter can be a season of celebration, creativity, and connection.
Winterval isn’t just a festival—it’s Edmonton at its most joyful and welcoming.
Destination of the Year Award
In October 2024, the Canadian Finals Rodeo (CFR) made a historic return to Edmonton to celebrate its 50th anniversary, rekindling a city-wide love affair with professional rodeo and solidifying its status as a signature destination event. Over four days, the championship drew more than 42,000 attendees, with 56 percent visiting from outside Edmonton, including international guests from the U.S., Mexico, and Australia.
CFR transformed Rogers Place and the surrounding ICE District into a Western showcase. From heart-pounding rodeo performances to the Canadian Country Expo and concerts by The Reklaws and Gord Bamford, the event offered a full-spectrum experience. A $32 million economic impact—powered by 14,000 hotel room nights and increased restaurant and transportation use—underscored the event’s contribution to Edmonton’s tourism and hospitality sectors.
But CFR wasn’t just about numbers. A week of immersive community activations—from a downtown cattle drive to school visits, after-parties, and the Great Canadian Chili Cook-Off—created a unifying celebration of heritage and hospitality. The event’s national broadcast on The Cowboy Channel, reaching 350,000 viewers across North America, elevated Edmonton’s international profile as a rodeo and cultural capital.
CFR’s innovative approach, including ground-breaking camera work and expanded women’s events, reflected a forward-thinking evolution of a time-honoured tradition. The anniversary celebration connected generations while transforming downtown into a festival of Western spirit.
With its blend of tradition, innovation, and destination-worthy programming, the 2024 Canadian Finals Rodeo re-established Edmonton as the beating heart of Canadian rodeo and a premier host of world-class cultural events.
In September 2024, the Canadian Country Music Association (CCMA) brought its signature celebration to Edmonton, hosting the 42nd edition of Country Music Week and the CCMA Awards in spectacular fashion. The multi-day event drew more than 28,000 fans and industry leaders to the city, culminating in a sold-out CCMA Awards show at Rogers Place with over 14,000 attendees—marking the largest event in the association’s history and generating a $16 million economic impact for Edmonton.
More than just an awards show, the CCMA created a weeklong cultural takeover, with over 200 live performances, 30+ Country Crawl showcases across local venues, and events like Songwriters Unplugged, the Legends Show, and the Prairie West Pop-Up Market featuring Indigenous vendors. The national broadcast, co-hosted by global star Thomas Rhett and Alberta’s MacKenzie Porter, reached 577,000 viewers and formed part of a media campaign with over 6.1 billion impressions.
The event also prioritized accessibility, education, and industry development, offering mentorship, roundtables, and student-focused programming in partnership with MacEwan University. These efforts reflected the CCMA’s commitment to building a sustainable and inclusive future for Canadian country music.
Collaborating with Explore Edmonton and local partners, the CCMA leveraged the city’s venues, culture, and talent to create unforgettable fan experiences while showcasing Edmonton as a world-class destination for large-scale events.
With its unmatched reach, immersive programming, and deep community engagement, the 2024 CCMA Awards and Country Music Week left a lasting legacy—both for Canadian music and for the city of Edmonton.
The 2024 Great Outdoors Comedy Festival (GOCF), produced by Trixstar LIVE, delivered an unforgettable experience that blended world-class entertainment with community impact and inclusivity. Held July 12–14 in Edmonton’s scenic Kinsmen Park, the festival welcomed 22,198 attendees—growing by more than 50 percent from the previous year. With 56 percent of guests traveling from outside the city and 5,741 hotel room nights generated, the festival significantly boosted local tourism.
Featuring comedy powerhouses like Kevin Hart, Bert Kreischer, Whitney Cummings, Shane Gillis, and Andrew Schulz alongside Canadian and emerging talent, GOCF offered a diverse, high-calibre lineup that drew national and international audiences. Its signature cabaret-style, open-air format transformed the river valley into an immersive comedy destination.
GOCF made a strong economic impact, generating $6.58 million in direct business sales and supporting over 4,100 jobs. Beyond economics, its charitable contributions—over $30,000 to organizations including YOUCAN Youth Services and Métis Nation of Alberta—along with an additional $26,000 raised via 50/50 draw, underscored its deep community investment.
The festival’s commitment to accessibility and inclusivity included site-wide design consultation, Indigenous representation, and partnerships with HireGood to support equitable employment. Marketing efforts drove 147 million impressions and 5.14 million digital engagements, positioning Edmonton as a top-tier destination for live entertainment.
Since its launch in 2021, GOCF has rapidly become a hallmark of Edmonton’s cultural calendar. With laughter as its unifying language, the festival continues to elevate the city’s international profile and showcase the best of Edmonton’s creative and welcoming spirit.
Fall/Winter Festival of the Year Award
The Edmonton Christmas Market (ECM) has redefined how the city experiences winter, transforming Fort Edmonton Park into a luminous, immersive wonderland where festive tradition meets bold innovation. In 2024, ECM welcomed over 41,000 guests—along with thousands more attending exclusive culinary and concert experiences—marking its most successful year to date.
More than just a market, ECM is a multi-sensory celebration built on five pillars: Shop, Sip, Eat, Play, and Give. Visitors explored handcrafted artisan goods, indulged in gourmet winter fare, and experienced live theatre, interactive art, ice sculptures, and over 150 free performances. With intimate, sold-out shows by artists like Dan Mangan and Martin Kerr, ECM elevated its cultural footprint, introducing a landmark concert series that attracted guests from across Canada and internationally.
The festival supported over 1,500 jobs and volunteer roles while generating $7.5 million in economic activity. Local vendors, food producers, and artists were showcased across 8.5 acres of festively lit parkland, with over $1 million reinvested into Edmonton-based services. Enhanced accessibility features, a Park & Ride shuttle service, and a dynamic new website enriched the guest experience.
Visitors came from over 100 communities in Alberta and from countries around the world, reinforcing Edmonton’s profile as a global winter destination. Despite challenging weather, ECM broke records on its final weekend, demonstrating resilience, growing demand, and its power to inspire seasonal connection.
With its authentic charm, deep community ties, and ever-evolving programming, the Edmonton Christmas Market has become a cherished tradition—and a cornerstone of Edmonton’s winter festival landscape.
Flying Canoe Volant is one of Edmonton’s most imaginative winter festivals—an immersive celebration of light, legend, and cultural storytelling that lights up the Mill Creek Ravine and La Cité Francophone. Inspired by the legend of La Chasse-galerie, the festival weaves together Indigenous, Francophone, and Métis cultures to create a uniquely Edmonton experience that embraces winter’s magic.
In 2024, the free, family-friendly event welcomed between 90,000 and 100,000 visitors over four nights. With illuminated trails, interactive art installations, live music, dance, culinary offerings, and cultural workshops, Flying Canoe Volant delivered over 16 hours of programming across diverse spaces. Iconic geodesic domes hosted immersive digital projections and performances, while the Portage la Prairie Relay—featuring canoe races, axe throwing, and buck saw challenges—offered whimsical, only-in-Edmonton fun.
The festival’s community impact was profound. From Indigenous-led student workshops for thousands of K–9 students to inclusive event design and safe, well-maintained public spaces, Flying Canoe Volant prioritized accessibility and belonging. Visitors included international guests from France, Belgium, and the Netherlands, along with local attendees from across the region.
With over 55 partners and sponsors, and funding from all levels of government, the festival remains entirely free—sustained through a growing culture of community contribution. Strategic marketing across social, print, and broadcast media, including bilingual campaigns and international outreach, helped boost Edmonton’s winter tourism profile on a global scale.
Flying Canoe Volant continues to transform the long winter’s night into a canvas for culture, connection, and wonder—anchoring Edmonton’s identity as a vibrant Winter City.
Now in its seventh year, DARK has cemented itself as Edmonton’s signature Halloween experience—an immersive, theatrical festival that transforms Fort Edmonton Park into a chilling playground of horror, artistry, and imagination. Over 14 spine-tingling nights in October, the festival drew 28,000 attendees with four original haunted houses, roving performers, live DJs, food trucks, and immersive set design—all set against the atmospheric backdrop of one of Edmonton’s most iconic heritage sites.
In 2024, DARK raised the bar with two brand-new haunted attractions: Acid Trip, an industrial rave set in the park’s rarely seen Steam Train Maintenance Facility, and Cursery Rhymes, a twisted reimagining of childhood fables. These experiences pushed the boundaries of traditional Halloween programming through cutting-edge sound, lighting, and storytelling.
DARK’s commitment to continuous improvement paid off. A focus on guest feedback and operational enhancements led to a dramatic increase in Net Promoter Score, while strategic brand relaunching and a layered marketing campaign—including collaborations with influencers, local sports teams, and digital media—created buzz across the region. The festival also received international recognition through the Haunted Attractions Network.
Beyond entertainment, DARK made a significant economic and cultural impact. It employed over 185 local artists, designers, and technicians, and drove tourism through hotel packages, restaurant visits, and seasonal travel to Edmonton.
By blending theatrical creativity, historical ambiance, and community-driven execution, DARK stands as a bold, immersive celebration of Edmonton’s cultural scene—breathing new life (and a little fear) into the city’s fall festival calendar.
Great Place to Work Tourism Award
Delta Hotels by Marriott Edmonton exemplifies what it means to put people first. Across its two Edmonton properties—Delta Edmonton South Conference Centre and Delta Edmonton Centre Suites—the team has cultivated a workplace culture rooted in inclusion, empowerment, and well-being. At the heart of this approach is Marriott’s “Living Our Core Values” and “TakeCare” programs, which support associates’ physical, mental, and financial health while fostering community connection.
In 2024, Delta’s associates contributed over 1,400 volunteer hours and raised more than $160,000 for local organizations, including the Stollery Children’s Hospital Foundation and Edmonton’s Food Bank. These efforts reflect the company’s core value of “Serve Our World,” which encourages teams to make a meaningful difference beyond the workplace.
Employee development is central to Delta’s culture. From digital learning tools and leadership speaker series to in-house mentorship and monthly one-on-one coaching, every associate is supported in their personal and professional growth. Empowerment is more than a principle—it’s a daily practice, with associates trusted to lead and resolve challenges proactively.
Delta also champions diversity, equity, and inclusion through resource groups, multilingual communication tools, and cultural celebrations ranging from Diwali to International Women’s Day. Flexible work arrangements, paid family care days, and comprehensive health benefits round out a robust support system designed to nurture balance and belonging.
With a strong foundation of trust, opportunity, and respect, Delta Hotels by Marriott Edmonton has built a workplace where people thrive—earning its place as a leader in Edmonton’s tourism and hospitality industry.
Fairfield by Marriott Edmonton International Airport has cultivated a workplace culture built on trust, inclusion, and growth—where every team member is empowered to thrive both personally and professionally. With a people-first philosophy and a commitment to equity and well-being, Fairfield has become a standout employer in Edmonton’s tourism sector.
The hotel’s core objectives—fostering open communication, promoting work-life balance, and supporting continuous development—are realized through a range of thoughtful initiatives. Quarterly town halls, one-on-one coaching, and anonymous feedback tools ensure employees are heard and valued. Flexible scheduling, mental health resources, and generous PTO policies help team members manage responsibilities and maintain well-being.
Fairfield’s commitment to equity, diversity, inclusion, and belonging is woven into every aspect of its culture. Mentorship programs for underrepresented groups, celebration of diverse holidays, and unconscious bias training all contribute to a welcoming and respectful environment. The hotel also champions professional development with leadership training programs, online learning, and hands-on workshops—promoting from within and encouraging lifelong learning.
Employee recognition is a cornerstone of the Fairfield experience. From peer-nominated awards and service milestones to team celebrations and performance bonuses, the hotel ensures every achievement is celebrated. Staff are also deeply engaged in community service, volunteering monthly with local organizations and supporting regional tourism and business associations.
By aligning business success with employee fulfillment, Fairfield by Marriott Edmonton International Airport has created more than a workplace—it’s built a community that celebrates excellence, nurtures potential, and reflects the very best of Edmonton’s hospitality industry.
Fringe Theatre isn’t just a creative powerhouse—it’s a workplace built on the values of curiosity, courage, and care. With a mission to reimagine what it means to work in the arts, this dynamic organization places people at the heart of everything it does. Fringe Theatre empowers staff to bring their full selves to work, cultivating a culture where creativity, inclusion, and innovation thrive.
More than half of the team identifies as 2SLGBTQIA+, and over 70% identify as femme, trans, and/or outside the gender binary. These statistics aren’t milestones—they’re a reflection of Fringe’s intentional commitment to equity and belonging. Through initiatives like Fringe Learn, the Human Library mentorship program, and the Co-Fringer peer-support system, the organization ensures professional development, access, and growth are embedded in its culture.
Fringe Theatre fosters well-being through flexible scheduling, paid reset time after major events, and extensive mental health and safety resources. A full Safer Spaces program, first-aid support, accessibility accommodations, and the Community Care Team ensure everyone who works or volunteers at Fringe feels safe, supported, and seen.
Staff are recognized with perks like complimentary show tickets, summer BBQs, a stocked snack shack, and weekly shout-outs—because fun and appreciation matter. Fringe’s open-source approach also shares tools and training with the broader arts community, leading with generosity and collaboration.
Fringe Theatre is not just a great place to work—it’s a movement. One that is reshaping how arts, tourism, and community can co-exist in a bold, inclusive future.
Hotelier, Lifetime Achievement Award
With a remarkable career spanning over 46 years, Beth Mossop has been a driving force in shaping Edmonton’s hospitality landscape. From her early days in Saskatchewan hotels to her arrival in Edmonton in 1992, Beth quickly rose through the ranks, bringing exceptional leadership and unwavering dedication to every role she held.
Beth’s impact goes far beyond hotel operations. She has been a foundational leader within Edmonton’s tourism ecosystem, serving as Past President and long-standing board member of the Hotel Association of Greater Edmonton, Events Edmonton, and numerous tourism-focused committees and associations. She was instrumental in founding the West Edmonton Hotel Marketing Group and helped establish the Destination Marketing Fee model, creating a collaborative approach that elevated the entire industry.
Her legacy is marked by innovation, service, and mentorship. From launching new community-driven marketing initiatives to helping create the HAGE Safety and Security Committee, Beth has consistently demonstrated foresight and a commitment to collective growth. Her properties have earned multiple awards for service, sales, and community leadership—recognition that led her to advisory roles at both regional and international levels.
Beth’s passion for mentorship has nurtured a generation of industry leaders, and her charitable and volunteer efforts have deepened the connection between hospitality and community. Whether promoting Taste of Edmonton or serving on the Travel Alberta TDR Partnership Council, Beth has always championed Edmonton as a must-visit destination.
Beth Mossop’s extraordinary contributions, collaborative spirit, and enduring influence make her a truly deserving recipient of the Hotelier, Lifetime Achievement Award.
With a hospitality career spanning nearly five decades, Robin Cumine has been a transformative leader in Edmonton’s hotel industry and a visionary architect of city-wide tourism growth. Since arriving in Edmonton in 2003, Robin has left a profound legacy, from founding the city’s first Destination Marketing Fund to playing a key role in establishing Edmonton Destination Marketing Hotels (EDMH), where he served as Acting Chair and an original board member.
Robin’s influence is far-reaching. He championed support for landmark events such as the Edmonton Grand Prix, ITU World Triathlon Grand Final, Canadian Finals Rodeo, PBR, and Red Bull Crashed Ice—helping to solidify Edmonton’s reputation as a premier sports and entertainment destination. His leadership extended across brands like River Cree, APX Hotels, and SilverBirch Hotels, while his corporate roles with Aimbridge Hospitality and Bellstar Hotels & Resorts continued to anchor Edmonton as a central hub for innovation and mentorship.
Beyond business success, Robin is known for lifting others. He mentored countless professionals, empowering them to lead with confidence and compassion. His active service includes long-standing roles with the Alberta Hotel & Lodging Association, Travel Alberta’s Insights Advisory Board, Northlands, and Skål Edmonton, where he fostered cross-sector collaboration and community pride.
Robin’s career has been defined by courage, foresight, and relentless dedication to bettering Edmonton’s tourism economy. His ability to see potential where others saw risk—and to rally an industry around a shared vision—cements his place as a true pioneer. Robin Cumine’s enduring legacy makes him a deserving recipient of the Hotelier, Lifetime Achievement Award.
Peter Ogilvie Award
As Director of Content & Planning at ICE District for OEG Sports & Entertainment, Kyle Ferguson has reimagined what public space can mean for urban tourism. Under his leadership, a once-underutilized parking lot has become Fan Park @ ICE District—a 125,000 sq. ft. outdoor event destination that has welcomed over 250,000 attendees across 193 event days in just two years.
Kyle’s innovative approach to programming has turned Fan Park into a year-round hub for community celebration, drawing diverse audiences through concerts, cultural festivals, sporting events, and family-friendly experiences. From Oktoberfest to Sustainival, and from DJ Pauly D to the Ice Climbing World Championships, each event is thoughtfully curated to engage the community and reflect Edmonton’s evolving identity as a bold, inclusive destination.
His work extends beyond event execution. Kyle has prioritized partnerships with cultural organizations such as the Mexican Society of Edmonton and the German-Canadian Cultural Association to ensure programming is delivered with authenticity and respect. By collaborating with the City of Edmonton, Explore Edmonton, and local promoters, he has amplified economic impact while aligning with broader revitalization efforts for downtown.
Fan Park has become a powerful tourism driver, generating foot traffic for nearby restaurants, hotels, and shops, and creating lasting memories for locals and visitors alike. With more than 100 additional event days on the horizon, Kyle continues to shape a vibrant, resilient future for Edmonton’s tourism industry.
Kyle Ferguson’s vision, creativity, and community-first mindset exemplify the spirit of the Peter Ogilvie Tourism Innovator Award.
As President and CEO of Fort Edmonton Management Company, Darren Dalgleish has redefined what a living history museum can be in the 21st century. Since joining in 2017, Darren has led Fort Edmonton Park’s transformation into a dynamic, year-round tourism destination that balances historical integrity with bold, future-forward innovation.
His vision of “heritage conversion” has allowed the park to attract new audiences through non-traditional programming—events like DARK, Paranormal Tours, outdoor escape games, and weddings—all of which introduce visitors to the park’s heritage core in fresh, accessible ways. Rather than diluting the historical mission, these offerings enrich it, helping to convert casual guests into engaged heritage advocates.
Under Darren’s leadership, Fort Edmonton Park has seen record-breaking attendance, extended its seasonal operations, and developed a diversified revenue stream that supports long-term sustainability. Signature experiences like the DARK festival alone have driven a 30,000+ increase in annual visitation, while innovative strategies like lifetime memberships for wedding clients encourage repeat engagement and community connection.
Beyond the numbers, Darren has cultivated a culture of creativity, empowering his team to take risks and reimagine what’s possible within a heritage setting. His commitment to team-led innovation has ensured Fort Edmonton Park continues to evolve with each generation—remaining relevant, resilient, and rooted in storytelling.
By marrying preservation with entrepreneurial spirit, Darren Dalgleish has positioned Fort Edmonton Park as a cultural cornerstone and a model of sustainable tourism leadership, making him a standout for the Peter Ogilvie Tourism Innovator Award.
Sports Event of the Year Award (Budget over $1M)
From April to June 2024, the Edmonton Oilers’ Stanley Cup Playoff run captivated a continent and ignited Oil Country with unprecedented energy. Over the course of 12 home games and 13 away matchups, the team drew over 550,000 fans to watch parties at Rogers Place, ICE District Plaza, and Fan Park @ ICE District—up to 30% of whom traveled from outside Edmonton.
Produced by OEG Sports & Entertainment, this record-breaking run generated $281 million in economic impact, with nearby businesses reporting sales boosts of up to 200%. Concerts featuring Shania Twain, Loud Luxury, and local artists added to the fanfare, making each game day a full-scale festival of sport, music, and community.
National and international media followed every moment. Over 70,000 editorial mentions referenced Edmonton, the Oilers, or the ICE District. Game 7 of the Final alone reached 15 million Canadians—the most-watched NHL playoff game in Sportsnet history—and 4.2 million viewers across U.S. networks. Online, the Oilers dominated: over 107 million impressions on X, 5.4 million YouTube views, and recognition as the only NHL team featured in Google’s Year in Search 2024.
Beyond the scoreboard, the Oilers’ playoff journey gave back in a big way. $73 million in 50/50 jackpots supported cancer research, youth hockey, and local causes, including a record-setting $21 million jackpot in Game 7.
This wasn’t just a playoff—it was a defining moment in Edmonton’s sporting history, elevating the city’s global profile and uniting fans in celebration of a shared dream.
The 2024 Canadian Finals Rodeo marked a triumphant return to Edmonton—celebrating its 50th anniversary in the city where it all began. With a budget exceeding $7 million, this landmark edition of Canada’s most prestigious rodeo delivered world-class competition, Western heritage, and community pride in spectacular fashion.
Held over four days at Rogers Place, the event drew over 59,000 attendees, including 42,000 for the main rodeo performances. With 56% of spectators visiting from outside Edmonton, the CFR generated more than $32 million in economic impact and over 14,000 hotel room nights, revitalizing the downtown core through rodeo week activations, concerts, tailgates, and the bustling Canadian Country Expo.
Athletes from Canada, the U.S., Brazil, and Australia competed for $1.6 million in prize money, with this year’s CFR breaking barriers by featuring Ladies Breakaway Roping across all performances. The event balanced elite sport with inclusivity and education—through school visits, athlete meet-and-greets, and the Golden Circle of Champions program for children facing medical challenges.
Signature activations like the downtown Cattle Drive, the CFR After Party, and concerts from Gord Bamford and The Reklaws created a full-spectrum festival experience. National and international coverage—including a broadcast to 50 million U.S. homes via The Cowboy Channel—amplified Edmonton’s image as a premier host city for major sporting and cultural events.
The 2024 CFR wasn’t just a rodeo—it was a celebration of history, sport, and city-building, cementing Edmonton’s place at the heart of Canadian Western culture.
The 2024 Volleyball Canada National Championships, held at the Edmonton Expo Centre, marked one of the largest and most successful sporting events in Canada. This year’s championship welcomed over 800 teams and more than 22,500 spectators, making it a premier event in the volleyball community. The Nationals offer a platform for youth athletes to showcase their skills and compete for national glory, uniting players, coaches, and fans from across the country.
With a budget of $3 million and $4.2 million in revenue, the event delivered a high-quality experience, thanks to strong partnerships with the City of Edmonton, Explore Edmonton, and numerous local vendors. Volleyball Canada’s commitment to inclusivity and excellence was evident in the seamless execution of the event, which featured a variety of off-court activities, interactive zones, and a vendor exhibition.
This year, Nationals gained significant international attention by hosting the National Women’s Sitting Volleyball Team’s Paralympic preparation matches. The event also showcased Edmonton as a premier destination for large-scale sporting events, with over 40,000 hotel room nights booked and a $48.2 million economic impact on the local economy.
The Volleyball Canada National Championships 2024 stands as a testament to the event’s ongoing growth and its ability to create memorable, community-driven experiences that leave a lasting impact on Edmonton’s tourism, economy, and sports culture. It is a true highlight in Edmonton’s sporting landscape and deserves recognition for its scale, execution, and cultural significance.
Sports Event of the Year Award (budget under $1M)
The 2024 Servus Edmonton Marathon was more than a race—it was a celebration of resilience, connection, and community spirit. With over 6,800 participants and 15,000 spectators, this year’s marathon marked a 51% growth, reaffirming Edmonton’s reputation as Alberta’s “Running City” and a premier destination for endurance sport.
With a $750,000 budget, the marathon prioritized accessibility and inclusion, introducing youth pricing for 5K, 10K, and half-marathon events to lower barriers and encourage young runners. These efforts, paired with community activations and wellness messaging, brought new energy to Edmonton’s downtown and engaged over 400 volunteers.
From scenic river valley views to enthusiastic on-course DJs and cheering sections, the marathon created a vibrant city-wide celebration. The event raised more than $40,000 for local charities and delivered a $1.9 million economic impact—supporting local businesses, accommodations, and restaurants.
International participation and stories of personal triumph—like that of winner David Mutai—were amplified by national media and social platforms, positioning Edmonton as a world-class running destination. One runner described the experience as “a virtual Edmonton hug,” capturing the emotional and cultural resonance of the event.
The marathon also introduced free training clinics, diverse race options from 1K to 42.2K, and partnerships with schools and local organizations, creating momentum that extended well beyond race day.
With powerful storytelling, inclusive programming, and measurable impact, the Servus Edmonton Marathon exemplifies what a community-driven sporting event can achieve—unifying residents and visitors in a joyful celebration of movement and belonging.
In February 2024, Edmonton made history as the first North American city to host the UIAA Ice Climbing World Championships—an elite international sporting event that brought adrenaline, artistry, and alpine athleticism to the heart of downtown. With a modest $250,000 budget and an enormous community spirit, the Alpine Club of Canada’s Edmonton Section transformed the ICE District into a global stage for winter sport.
The event featured nearly 100 athletes from 18 countries competing in lead and speed ice climbing, thrilling 1,200 in-person spectators and an international livestream audience of over 439,000. It marked the sport’s return to Canada after 22 years and introduced thousands to the excitement of competitive ice climbing.
Blending elite sport with grassroots engagement, the Championships were held in tandem with the YEG Ice Fest—an inclusive winter festival that invited over 300 locals to try ice climbing for the first time. From “Try Ice” clinics to amateur competitions, fat biking, live music, and a winter market, the event turned spectators into participants and showcased Edmonton’s winter city identity.
The economic ripple extended from accommodations and downtown restaurants to local vendors and climbing businesses. Partnerships with over 18 local sponsors and organizations helped amplify Edmonton’s image globally, including interest from France’s 2030 Olympic organizers.
The 2024 Ice Climbing World Championships was a bold celebration of Edmonton’s adventurous spirit and winter hospitality. It not only elevated the city’s global sporting profile—it redefined what’s possible in winter tourism and community engagement.
In November 2024, Edmonton hosted one of the most electrifying sports events in the country—the PBR Canada National Finals, held at Rogers Place. With a prize purse of $250,000 and a budget under $1 million, this championship event was the second richest in the global PBR circuit, trailing only the World Finals, and cemented Edmonton’s status as the bull riding capital of Canada.
Produced by 3D Entertainment Inc. and supported by partners including Edmonton’s Best Hotels and Oilers Entertainment Group, the event welcomed 15,015 fans over two days, marking a 21.79% increase in attendance. Over half of the attendees came from outside the Edmonton region, with more than 1,000 traveling from the U.S., underscoring the Finals’ international draw.
Beyond the arena, PBR Canada built a fan-first experience—from jaw-dropping pyrotechnics and dual-sided bucking chutes to immersive pre-show analyses, slow-motion replays, autograph sessions, and fan activations. Live broadcasts on TSN amplified reach, with commercials delivering over 5.3 billion impressions and viewership rising 78% year-over-year.
The Finals crowned Nick Tetz as the 2024 Champion after one of the tightest races in Canadian bull riding history, all while upholding the sport’s highest safety standards for both athletes and livestock.
By blending elite competition with high-impact entertainment, deep fan engagement, and powerful national promotion, the PBR Canada National Finals not only drove significant economic activity across Edmonton—it showcased the city as a premier destination for world-class sport, spectacle, and hospitality.
Spring/Summer Festival of the Year Award
A cornerstone of Edmonton’s cultural identity, the Edmonton International Fringe Theatre Festival is the largest and longest-running Fringe Festival in North America—and in 2024, it delivered one of its most dynamic and impactful years yet. Over 11 days, more than 750,000 site visits and 127,000 ticketed attendees transformed Old Strathcona into a playground of creativity, diversity, and artistic discovery.
Rooted in radical inclusion and artist empowerment, Fringe offers an uncurated platform where over 1,000 local, national, and international artists share their stories across 215 productions and 38 venues. More than $1.2 million in box office sales went directly back to artists, supporting creative livelihoods and amplifying Edmonton’s role as a launchpad for global talent.
This year’s festival introduced new innovations like expanded Indigenous-led programming through the pêhonân Series, the Co-Fringer peer-support initiative for volunteers with accessibility needs, and dynamic digital signage for real-time communication and safety. KidsFringe and free outdoor performances ensured every visitor could experience the joy of theatre, regardless of age or ability.
Fringe’s economic footprint is equally powerful—generating an estimated $20 million in economic impact and a 91% hotel occupancy rate during the festival period. The festival also forged partnerships with organizations across Canada, including Music Yukon and Air North, reinforcing Edmonton’s cultural capital on the national stage.
The Edmonton International Fringe Theatre Festival is more than a festival—it’s a movement. Through fearless storytelling, innovative engagement, and unwavering community care, it continues to set the gold standard for live performance and cultural celebration.
Celebrating its 40th anniversary in 2024, the Cariwest Caribbean Arts Festival brought an explosion of colour, rhythm, and culture to downtown Edmonton. Produced by the Western Carnival Development Association, Cariwest is one of the city’s most vibrant and unique festivals—an immersive celebration of Caribbean music, dance, cuisine, and artistic expression that drew more than 72,000 attendees.
From its electrifying Friday night Costume Extravaganza to the high-energy Saturday parade and international concert series, Cariwest offers an unforgettable cultural journey. The festival transforms Churchill Square into a Caribbean Village featuring live entertainment, culinary experiences, storytelling, stilt-walking, and artisan showcases—all deeply rooted in Caribbean traditions and designed to foster community and cultural awareness.
What sets Cariwest apart is its unwavering commitment to inclusion. Masqueraders of all body types, ages, and backgrounds are invited to participate, with costumes crafted for comfort and creativity. Innovative features like a fully licensed festival site, hands-on cultural programming for youth, and the launch of the Mas Band showcase at West Edmonton Mall have elevated the festival’s engagement and accessibility.
Cariwest’s impact extends beyond the festival grounds. It drives tourism, fills hotel rooms, boosts small businesses, and spotlights local talent alongside international performers. The festival also amplifies Edmonton’s global cultural profile, connecting the city to the broader Caribbean diaspora and attracting visitors from across Canada and beyond.
With four decades of community-building, artistry, and joyful celebration, Cariwest stands as a beacon of multicultural expression and a powerful ambassador for Edmonton’s rich cultural landscape.
In 2024, Taste of Edmonton celebrated its milestone 40th anniversary by reaffirming its place as one of Western Canada’s most beloved summer traditions. Operated by Events Edmonton, this iconic festival transforms Sir Winston Churchill Square into a dynamic culinary celebration, showcasing over 50 local restaurants, food trucks, and beverage partners, and drawing more than 210,000 guests.
With the theme of “community” at its heart, Taste of Edmonton continues to be a powerful driver of local pride, economic vitality, and cultural engagement. This year, the festival expanded its impact through innovative programming like THE MARKET by Wholly Handmade, which brought together over 100 local artisans, and a reimagined “in-the-round” main stage setup that deepened performer-audience connections. All performances remained free, featuring 100% Canadian talent—85% of which hailed from Edmonton.
Beyond food and entertainment, Taste of Edmonton made inclusivity a priority. Accessibility consultant Zachary Weeks was brought in to help create a more barrier-free experience, resulting in designated seating areas and improved infrastructure for guests with mobility needs. The festival also partnered with 18 local charities, returning nearly $80,000 to the community through honorariums and donations.
Through robust marketing, a strong digital presence, and media partnerships, Taste of Edmonton extended its reach across Alberta and beyond, welcoming visitors from across Canada, the U.S., and Europe. With a direct economic impact exceeding $10 million, the festival continues to elevate Edmonton as a culinary and cultural destination—proving that after four decades, its recipe for success is stronger than ever.
Sustainable Tourism Award (budget over $500k)
The Edmonton Radial Railway Society (ERRS) brings the city’s transit history to life while paving the way for a more sustainable future. With a $650,000 budget and a 100% volunteer-powered operation, ERRS offers zero-emission electric streetcar experiences that connect communities, spark curiosity, and champion sustainability.
Operating from May to October, the High Level Bridge streetcar line links Old Strathcona to downtown Edmonton—providing over 178,000 rides in 2024 alone, with an additional 36,000 during the holiday season. This scenic, heritage-rich ride is more than a tourist attraction; it’s an advocate for sustainable transit. By showcasing the joy and ease of rail transportation, ERRS promotes support for expanded public transit and urban vibrancy.
The society’s sustainability ethos is comprehensive. Environmentally, their streetcars produce zero emissions and restoration work complies with modern safety and environmental standards. Socially, the organization fosters inclusivity with wheelchair-accessible stops, accessible museum spaces, and a welcoming volunteer culture. Economically, ERRS operates independently of taxpayer funding, sustained through fares, charters, grants, and donations.
A major milestone in 2022 saw the streetcar line extended to Whyte Avenue—revitalizing a disused rail corridor and activating new gathering spaces in the heart of Old Strathcona. The streetcar now offers one of the fastest, most scenic, and most sustainable routes between downtown and Whyte.
The Edmonton Radial Railway Society is not only preserving Edmonton’s transit past but also building a future where tourism, history, and sustainability ride hand in hand.
The River Valley Alliance (RVA) is transforming the way communities and visitors experience Edmonton’s iconic river valley. With a mission rooted in sustainable growth and environmental stewardship, RVA’s investments in large-scale, eco-conscious infrastructure—like the $8.5 million Amisk Wacîw Mêskanaw Trail bridge—are creating lasting connections between nature, people, and place.
This newly constructed bridge links Northeast Edmonton to Strathcona County, opening up new pathways for tourism, recreation, and active transportation. Designed with accessibility and sustainability at its core, the project enhances regional connectivity while safeguarding the ecological integrity of the landscape it traverses. By integrating green construction practices and minimizing environmental disruption, RVA is setting a benchmark for how tourism infrastructure can be both progressive and protective.
RVA’s impact goes beyond infrastructure. Its collaborative approach unites municipalities, Indigenous communities, and local organizations to foster community-based tourism that is inclusive, equitable, and locally empowering. Their growing network of interconnected trails and parks not only boosts tourism and stimulates local economies but also strengthens regional pride and identity.
Funding from all three levels of government, along with private donors and strategic partnerships, supports RVA’s long-term vision: a continuous, accessible, and sustainably managed river valley stretching across the Edmonton Metropolitan Region.
Through strategic planning, environmental mindfulness, and deep community engagement, the River Valley Alliance exemplifies how bold infrastructure can coexist with ecological and social responsibility—creating a legacy that invites generations to explore, connect, and thrive.
Sustainable Tourism Award (budget under $500k)
EcoFloats by RiverWatch redefines what sustainable tourism can look like in an urban environment. As a program of The RiverWatch Institute of Alberta, EcoFloats offers guided, non-motorized rafting experiences along Edmonton’s river valley that seamlessly blend education, recreation, and environmental stewardship. With a budget under $500K, EcoFloats exemplifies a powerful model of social enterprise, where purpose—not profit—leads the way.
Each float is more than a scenic adventure—it’s a mobile classroom. Guided by trained environmental science students and interpreters, guests explore the river’s ecology, history, and biodiversity while learning about conservation challenges and sustainable practices. From family floats to science club outings and culinary “Feast & Float” experiences, EcoFloats crafts core memories that foster a deeper connection to the river and its preservation.
Environmentally, EcoFloats prioritizes low-impact tourism—operating human-powered rafts, using biodegradable materials, and organizing river clean-ups. Socially, it champions inclusivity by highlighting Indigenous history, hiring local staff, and collaborating with community-based conservation efforts. Economically, the program supports local suppliers and reinvests revenue into its School Science Program, educating 10,000 students annually through hands-on environmental learning.
Now in its 30th year, RiverWatch’s EcoFloats continues to expand its reach and impact, nurturing the next generation of environmental stewards. This innovative program proves that tourism can be a force for good—enriching communities, protecting ecosystems, and educating visitors, all while offering unforgettable experiences on the water.
Tourism Influencer Award
Jen Tomski, the creative force behind “That’s Really Jen,” has rapidly emerged as one of Edmonton’s most impactful tourism influencers. In just two years, Jen has built a loyal following by spotlighting Edmonton’s hidden gems, local businesses, and unique experiences through engaging, trend-savvy content on Instagram and TikTok.
With over 95,000 combined followers and millions of monthly views, Jen’s videos inspire both locals and visitors to see the city with fresh eyes. Her collaborations span prominent partners like Explore Edmonton, Tourism Jasper, and the JW Marriott, but it’s her organic, self-initiated content that truly sets her apart. From immersive dining experiences to iconic city attractions, Jen’s storytelling ignites curiosity and drives real-world results—boosting foot traffic, social engagement, and economic impact across Edmonton’s tourism sector.
Her viral content includes a dinner experience at YEG’s Renaissance Hotel reaching over 2 million views globally, and a Fairmont Hotel giveaway that garnered 12,000 comments. Beyond reach, her impact is tangible—businesses report surges in sales and visibility thanks to her features. Jen also brings her expertise to the stage, speaking on influencer marketing panels and mentoring others in the digital creator space.
What distinguishes Jen is her unwavering commitment to authenticity, community connection, and meaningful storytelling. She doesn’t just promote places—she paints memorable moments, making Edmonton feel more vibrant, accessible, and worth exploring. Through her creativity and influence, That’s Really Jen has become a vital voice in shaping how Edmonton is experienced and celebrated.
Linda Hoang, known as @lindork, is one of Edmonton’s most respected and influential voices in the local tourism space. With over a decade of content creation experience—transitioning full-time in 2019—Linda continues to set the gold standard for how influencers can drive meaningful, community-first tourism.
Through her multi-platform presence—including Instagram, her long-running blog, a high-engagement weekly newsletter, and curated in-person events—Linda helps thousands of locals and visitors discover Edmonton’s food, culture, art, and hidden gems. In 2023–24 alone, she launched and led impactful initiatives such as the Chinatown Chow Down, mural walking tours, and the popular “Prettiest Patios” and “Fun Flights” video series, blending visual storytelling with real-world tourism experiences.
Her influence translates directly into results: increased foot traffic, sold-out events, and enhanced visibility for diverse, often underrepresented businesses. With millions of views across social platforms and over 20,000 monthly blog views, her content inspires exploration while fostering community pride and inclusion.
Linda’s work stands out for its depth and intentionality. Whether she’s spotlighting sports tourism, promoting live theatre, or creating gamified dining passports, she crafts content that’s entertaining, educational, and accessible. Her commitment to highlighting diverse voices and neighbourhoods—such as her revitalization work in Edmonton’s Chinatown—exemplifies her ethical and strategic approach.
A pioneer in Edmonton’s influencer scene and past Tourism Influencer Award winner, Linda’s sustained innovation, integrity, and community connection make her an essential voice in shaping how the world experiences Edmonton.
Swapnil Kayastha, the visionary behind s.kay_captures, has spent the past three years capturing the essence of Edmonton through a photographer’s lens—one breathtaking frame at a time. His work is a celebration of the city’s natural beauty, cultural vibrancy, and hidden gems, told through stunning visuals and compelling short-form video content.
An active presence in Edmonton’s photography and tourism scene, Swapnil has showcased everything from River Valley trails and Elk Island vistas to vibrant community festivals like YEG Canoe Volant and the Edmonton Christmas Market. His visual storytelling has helped elevate these experiences beyond city borders, drawing attention from both locals and visitors eager to discover what Edmonton has to offer.
Through Instagram, reels, and his website blog, Swapnil connects with a growing audience, generating 48,000 monthly views and high engagement on tourism-centered content. His impact extends beyond aesthetics—by collaborating with local businesses and organizations, he creates innovative digital campaigns that highlight cultural attractions, promote small businesses, and foster community pride.
What makes Swapnil stand out is his authentic voice and commitment to accessible storytelling. He not only documents Edmonton’s landmarks, but also shines a light on the people, traditions, and moments that make the city unique. His imagery invites exploration and his presence amplifies the city’s tourism narrative in a meaningful, inclusive way.
Through s.kay_captures, Swapnil continues to inspire thousands to experience Edmonton’s beauty firsthand—cementing his role as a dedicated tourism influencer and an ambassador of the city’s ever-evolving story.
Special Mentions
Edmonton Transit Service (ETS) plays an essential, behind-the-scenes role in the success of the city’s largest tourism events—ensuring safe, efficient, and welcoming transportation for tens of thousands of residents and visitors. From massive international concerts at Commonwealth Stadium to festivals, parades, and playoff games, ETS is a quiet force that keeps Edmonton moving.
In 2024, ETS supported more than 40 major events, including Metallica, Pink, the Heritage Classic, and CFL playoff games. Its Regional and Special Services Section provided dedicated transit planning, customer support, and accessible options to accommodate all guests. With up to 150,000 people relying on transit during peak tourism weekends, ETS’s impact on visitor experience is significant—and often invisible, by design.
Beyond logistics, ETS is a leader in people-first operations. Internal innovation includes employee-driven mental health and wellness programming, flexible scheduling, and training for crisis response and accessibility support. These efforts have resulted in increased morale and performance across a large and diverse workforce.
ETS also prioritizes community inclusion and cultural competency. Equity-based hiring practices, Indigenous awareness training, and consistent engagement with diverse communities help ensure transit reflects the people it serves. Staff are recognized regularly through awards, peer recognition, and professional development opportunities, reinforcing a strong, service-focused culture.
By fostering a safe, inclusive, and reliable system, ETS enhances Edmonton’s reputation as an accessible and visitor-friendly city. With every ride, they help set the stage for unforgettable tourism moments—connecting people not just to destinations, but to the heartbeat of Edmonton itself.
Celebrating over 100 years of artistic excellence, the Art Gallery of Alberta (AGA) continues to be a vibrant cultural hub in the heart of Edmonton’s Arts District. With four floors of gallery and education spaces, the AGA invites over 48,000 annual visitors to experience a diverse range of exhibitions, programs, and events that ignite creativity and foster community connection.
In 2024, the AGA marked its centennial with “Birthday Bash in the Square,” a large-scale celebration that welcomed more than 6,000 guests for live music, art activations, and free gallery access. Flagship exhibitions like Tom Thomson: North Star drew national attention, while inclusive programming—from Pride Markets to Indigenous People’s Day celebrations—demonstrated the AGA’s commitment to diversity, dialogue, and representation in the arts.
The AGA’s programming spans all ages and interests, from Tours for Tots and Cinema for Seniors to hands-on workshops and curator-led tours. The Community Gallery provides local artists a platform to exhibit, while the gift shop and seasonal craft markets support over 100 Canadian makers.
Partnerships with the Edmonton Convention Centre, Downtown Business Association, Explore Edmonton, and local hotels help position the AGA as a cornerstone of the city’s tourism economy. Its architectural design, inspired by the Aurora Borealis and North Saskatchewan River, is an iconic symbol of Edmonton’s creative spirit.
As Alberta’s largest art gallery, the AGA continues to push boundaries while remaining accessible, inclusive, and deeply rooted in the community—cementing its place as one of Edmonton’s most treasured and innovative attractions.
