Welcome to Explore Edmonton (formerly Edmonton Tourism)! As the city’s destination management and marketing organization, Edmonton Tourism contributes to Edmonton’s success as a tourism destination. In partnership with our stakeholders and venues, we work to deliver on the brand promise that makes Edmonton a great place to visit.

As the trusted experts and resource for sales and the marketing of our city, we want visitors to have more reasons to visit, explore, stay longer and spend more. We work to attract events and visitors that support a vibrant city bustling with sport and cultural events, festivals, meetings and conventions 52 weeks of the year.

Our goal: increase year-round sustainable visitation through programs and initiatives that positively impact Edmonton’s image and awareness, and drive visitation from regional and international markets.

Explore Edmonton consists of eight business units that work hand in hand to achieve our collective goal of driving sustainable year-round visitation. They are: Meetings and Conventions, Edmonton Events, Marketing, and International Market Development (including Travel Media, Travel Trade, Tourism Development, Edmonton Experience and Stakeholder Relations).

Meetings and Conventions

The Meetings and Conventions team drives room night opportunities and qualified leads for Edmonton Destination Marketing Hotels (EDMH), the Edmonton Convention Centre and the Edmonton EXPO Centre. They research, prospect and bid on meetings and conferences that are the best fit for Edmonton.

Edmonton Events

Edmonton Events is a partnership between the City of Edmonton and Explore Edmonton. They attract, develop and support world-class sport and cultural events in Edmonton, and work closely with event rights holders to bid, enhance and execute sport and cultural events of all kinds.


The multi-award-winning marketing team inspires travellers to explore Edmonton through out-of-the-box content, stunning visuals and compelling stories. They shine a spotlight on Edmonton through digital and social marketing, as well as experiential campaigns, connecting visitors to the best authentic Edmonton experiences.

International Market

The International Market Development team includes Travel Media, Travel Trade, Tourism Development, Edmonton Experience and Stakeholder Relations.

Travel Media helps to build Edmonton’s image and awareness by pitching and securing coverage to generate awareness for Edmonton as a year-round travel destination.

Travel Trade works to sell Edmonton and its experiences to global tour operators by leading inbound familiarization tours and attending international sales missions and marketplaces. They also work closely with Edmonton International Airport to develop and support direct air access.

Tourism Development works closely with stakeholders to grow their business into a product and experience that is authentic to Edmonton and ready to sell regionally and internationally.

Edmonton Experience engages with visitors, wherever they are, to provide visitor information about the destination and encourage them to explore the city. The team provide YEG Expert destination training to frontline staff in the hospitality industry to help them share Edmonton favourites with visitors.

Stakeholder Relations develops and supports content, reports and stories about our business to share with our stakeholders, by maintaining current information on the industry website and keeping stakeholders up to date on business development opportunities.

You’ll understand why we love it once you experience it for yourself.

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