Edmonton (Rajeev Sharma): Alberta is looking to expand its tourism footprint in Mexico as Tourism and Sport Minister Andrew Boitchenko leads a provincial delegation to Mexico City for a series of meetings aimed at attracting more visitors and strengthening international tourism partnerships.
The mission, scheduled from October 5 to October 9, will bring together the minister and representatives from Travel Alberta, who are expected to engage with airlines, travel industry representatives and media organisations to promote the province as a destination throughout the year.
Mexico has emerged as an important international market for Alberta’s tourism sector. Mexican travellers spent approximately $51 million in Alberta in 2025, while air passenger traffic from Mexico increased by 38 per cent. Visitor numbers also rose from around 6,000 in 2024 to 8,000 in 2025.
Focus on air connectivity and new tourism opportunities
During the visit, Alberta’s delegation will work on strengthening ties with tourism partners while highlighting the province’s attractions and experiences. Discussions will also focus on improving direct air connectivity between Mexico and Alberta and creating opportunities for future investment in the tourism industry.
Boitchenko said Mexico remains an important market for the province and that closer cooperation could help bring more Mexican travellers to Alberta.
“Mexico is a valued partner and an important growth market for Alberta’s tourism industry,” Boitchenko said, adding that the mission would help showcase Alberta’s tourism offerings and create new opportunities for visitors.
Meetings with tourism and aviation stakeholders
The minister’s schedule includes meetings with several tourism and government representatives in Mexico City.
On October 5, Boitchenko is scheduled to meet key tourism partners and attend a dinner with AdNova Mexico Agency.
The following day will include a travel trade media interview, a meeting with the Ambassador of Canada to Mexico, discussions with the Alberta Office in Mexico City and a Travel Trade Destination Showcase.
On October 7, the minister is scheduled to meet Mexico’s Secretary of Tourism, participate in another travel trade media interview and meet with a tourism partner.
The delegation’s agenda on October 8 includes a meeting with Aeroméxico, another tourism partnership meeting and an Alberta Winter Kick-Off event.
Boitchenko is scheduled to return to Alberta on October 9.
The provincial government said the mission expenses will be made public through its travel and expense disclosure system. The itinerary remains subject to change.
