Alberta takes charge of its on-screen presence, asserting itself in pop culture

EU demand for Alberta up 47%

In Canada’s province of Alberta, the Film Commission and Travel Alberta are orchestrating a strategy to turn on‑screen exposure into visits and bookings. Powered by global franchises and local content, the approach is already showing tangible results.

Viewers of the South Korean series Can This Love Be Translated? on Netflix may have noticed lingering exterior shots that showcase Calgary’s neighbourhoods as well as Banff and the Canadian Rockies. The 2026 K‑drama is among the beneficiaries of an incentive scheme introduced by the province to attract productions and convert visibility into real‑world visitation. Beyond this mini‑series, several other productions have chosen to film in Alberta: HBO’s The Last of Us, adapted from the video game of the same name, and Heartland, the long‑running CBC drama shot in the province.

Officials are banking on a series of virtuous effects. The programme is designed to strengthen Alberta’s appeal as a filming location, which remains an important economic activity. Canada has long served as a practical, and often cheaper, alternative to iconic US backdrops — Pawn Sacrifice (2014), for instance, used Montréal to stand in for New York and other cities. This programme, however, emphasises the province’s own identity and projects Alberta’s image globally, aiming both to reassure local taxpayers and, crucially, to convert on‑screen interest into stays, spend and bookings.

The core mechanism is the Film and Television Tax Credit (FTTC), a refundable credit applied to eligible production costs incurred in Alberta and introduced in 2020. To access the maximum 30% credit, a producer can, among other criteria, ensure that 75% of principal photography days in Alberta take place in rural or remote areas as defined by the province. Since 7 June 2024, productions have been able to apply online up to 120 days after filming begins in Alberta. Complementing the FTTC, the Alberta Media Fund provides sector grants, while the Alberta Film Commission delivers operational services from location scouting to logistics and on‑the‑ground support.

“The Alberta Film Commission plays a key role in supporting the growth, sustainability and global competitiveness of Alberta’s film and television production industry. Its primary focus remains two-fold, both promoting Alberta as a filming destination; attracting international productions to the province and growing Alberta’s homegrown talent by supporting Alberta producers and companies on developing Albertan content,” said Mark Ham, executive director, Film Commissioner and Cultural Industries.

Tax credit and ‘set‑jetting’

Welcoming a production is only the first step; tourism professionals then take over. “What we have seen is that, whether the province portrays itself or another location, film and television production boosts awareness of Alberta among international audiences and has the potential to drive tourism from international, national and domestic visitors. And that Albertans are proud to see their province represented on screen in film and television projects of all sizes and genres,” Ham said.

“In the Korean hit, Can This Love Be Translated, Alberta plays itself with multiple scenic locations throughout the province featured in the series. Travel Alberta created a corresponding tourism campaign by creating a series inspired road trip. As of May 6, 2026 the page had over 23,500 views, and early revenue and booking impact analysis from campaign partners showed an estimated 3,316 bookings to date, valuing approximately $15M CAD. A similar campaign launched alongside the release of The Last of Us showed record engagement rates. Over 137,000 web visits and driving 1/5th of Tavel Alberta’s total web traffic during the active campaign period,” Ham added.

According to Amadeus data, demand for flights to Alberta in the first half of 2026 was up 20%, driven in particular by demand from EU27 countries, which rose 47%.

The pattern identified by Amadeus is echoed in Expedia’s Unpack ’26 report, which labels the trend “set‑jetting”. As travel demand fragments, it is no longer coalescing around a handful of destinations known for their monuments or history. International franchises have become cross‑cutting touchpoints that can transcend cultures and nationalities. Alberta appears to have grasped this and has put the pieces in place to trigger the effect, carving out a place in travellers’ imaginations worldwide by leaning on global franchises and converting attention into measurable visitation.