Alberta is the sunniest province in Canada year-round so inspire your clients to explore it in whichever season they prefer.

Why sell it

Interest in Canada is on the up and as the country's sunniest province, Alberta offers both urban chic and rugged mountain outback under clear blue skies to inspire a visit. It's a safe, welcoming and hassle free destination which has a useful tendency to exceed expectations.

Who to sell to

Traditionally, scenic touring was key for Alberta with an older set bound for the mountains and especially the iconic Icefields Parkway route through the Rockies. Increasingly however it is now a more independent and younger traveller being drawn to the province for the Western culture, outdoor adventure, motorhome touring and culinary experiences. In the winter, reliable snow conditions attract skiers and boarders and the range of off–piste activities means it is a wintersports destinations for all abilities and is popular with multi-generational groups.

What to sell

The province has over 65 ski hills, with top sellers including resorts around Banff and Jasper National Parks. Mt. Norquay – just 10 minutes from Banff – has a focus on families while Sunshine Village offers ski-in, ski-out accommodation at the lodge set at 7,200ft in the heart of the resort, you can be the first on the slopes each morning and its Delirium Dive is one of the Top 10 off-piste destinations in the world.

Lake Louise has just won Canada’s Best Ski Resort again at the World Ski Awards and allows those of varying abilities to ski together on 4,200 skiable acres.

Family–friendly Jasper includes Marmot Basin with a relaxed atmosphere and a great choice of trails and large snow-filled bowls. Less well known is Castle Mountain – two and a half hours drive from Calgary.

Encourage clients to combine skiing or boarding with time enjoying other winter activities from dog sledding  and snow shoeing to ice–climbing and skating.

Beyond the wintersports season flag up the natural assets of other parks, such as Elk Island National Park for impressive bison watching, Wood Buffalo National Park for a great chance to view the Aurora Borealis and the Cypress Hills Interprovincial Park which also has dark sky preserve status. Summer and shoulder seasons are great for walking, cycling, riding and kayaking in the province and a trip to the Banff Upper Hot Springs to soak in therapeutic waters looking out over the mountains is a memorable must year-round.

What’s new

Culinary experiences are becoming increasingly strong in Alberta from cooking demonstrations and tastings with a professional chef to gourmet walking tours and traditional fondue on the mountainside after a historic snowshoe walk out of Sunshine Village and can join a progressive dinner tour in Canmore with each course in a different restaurant. Visitors should also watch out for the craft breweries and boutique distilleries.

Essential details

TIME: GMT -7

GATEWAYS: Calgary & Edmonton

FLIGHT TIME: To Calgary: 8 hours 55 minutes; to Edmonton: Non–stop 8hrs 40 minutes VISAS: An electronic travel authorisation (eTA) is required for all visits under six months. Available at: canada-etavisa.info-canada-eta

CURRENCY: Canadian dollar

KEY WINTERSPORTS RESORTS: Banff National Park including Mt Norquay, Lake Louise and Sunshine Village; Jasper National Park for Marmot Basin; plus Castle Mountain Resort.

GETTING THERE: batraveltrade.com aircanada.com westjet.com airtransat.com useful contacts: Skibig3.com travelalberta.com/uk