The Destination
Marketing Fund - Explained
Discover how the Destination Marketing Fund elevates Tourism in the Calgary region and learn more about its strategic initiatives, collaborative partnerships, & undeniable impact.
The Destination
Frontline FAQ
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It is a fee that is part of a collaborative effort by Calgary Hotels to attract visitors like you and ensure they are presented with several reasons to visit Calgary.
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The same reason all major cities have for this type of fee or tax, to ensure we can remain attractive to visitors.
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Our combined voices and fee contributions are able to do more for Calgary than any one Hotel or attraction ever could on their own.
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With about 60 properties affiliated with the Destination Marketing Fund, participating hotels represent approximately 70% of the Calgary and region’s total hotel rooms.
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No. This type of initiative is common for any City that sees value in attracting events and visitors. Without it, we would be at an extreme disadvantage as we tried to attract events that often go to Vancouver, Toronto or Montreal.
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The fee was increased in 2025 to better support tourism efforts and catalyze the success achieved at 3%, especially as Calgary expands its event spaces, such as the BMO Centre and the new Scotia Place.
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The CHA is a not-for-profit group that represents many of Calgary’s hotels and works to strengthen the city’s tourism industry. It helps hotels by supporting marketing efforts, forming partnerships, and advocating for policies that benefit the industry. The goal is to position Calgary as a top destination and ensure tourism continues to grow.
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The CHA was formed to give Calgary hotels a united voice and a way to work together on tourism initiatives. In 2005, it introduced the Destination Marketing Fund to pool hotel resources and fund large-scale marketing and event promotion. Since then, the DMF has invested over $150 million in marketing Calgary to the world.
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Simply put, it is a fund collected by hotels and managed by the Calgary Hotel Association to fund tourism campaigns, attract events, and ultimately bring more visitors to the city.
Downloadable Resources
Want to use these resources yourself? Download a file containing our Pocket Reference FAQ, Expanded Pocket Reference FAQ, and Detailed FAQ, all unbranded for easy use. These materials are designed to help your frontline staff communicate key information effectively, tailored to your audience's needs.
Discover more about the Destination Marketing Fund and the Calgary Hotel Association by visiting our main website, or by reaching out directly with any unanswered questions.
Get Started
Interested in learning more about how the Destination Marketing Fund supports Calgary’s thriving tourism industry? Whether you’re a hotel partner, stakeholder, or simply curious about how we drive visitation and economic growth, we’re here to answer your questions.
Reach out today and discover how we’re fostering a vibrant and sustainable tourism landscape for the future of Calgary.