Provincial tourism boost from Netflix

Alberta’s mountains, badlands and urban centres are appearing on screens around the world following the release of a new Netflix romantic comedy filmed in the province.

Can This Love Be Translated?, which premiered globally Jan. 16, features scenes shot in Calgary, Drumheller’s Badlands and the Rocky Mountains. Midway through the series, the Alberta locations serve as backdrops for key moments in the story, exposing millions of international viewers to the province’s scenery.

The Alberta government says the production is part of a broader effort to position the province as a competitive filming destination and to leverage screen exposure to drive tourism.

“Productions like Can This Love Be Translated? showcase Alberta’s iconic locations to millions of viewers worldwide,” Tourism and Sport Minister Andrew Boitchenko said in a statement. He said investments in film and television support tourism spending, local businesses and job creation across the province.

Through Travel Alberta, the province has invested in marketing Alberta as a filming location and in attracting international productions. Officials say those efforts have helped place Alberta landscapes before audiences in markets including South Korea, Japan, Mexico and France.

Travel Alberta chief marketing officer Tannis Gaffney said the Netflix series highlights the province’s range of scenery and aligns with efforts to convert international interest into visits.

“South Korea is a strong and growing market for us, and we’re working to transform on-screen connection into real visits to these remarkable destinations,” she said.

The production follows a recent Alberta trade and tourism mission to South Korea in September, during which Boitchenko and Travel Alberta representatives met with partners in Seoul and held discussions with media organizations, including Netflix Korea. The government says the trip focused on strengthening relationships and translating international exposure into long-term visitation and investment.

Arts, Culture and Status of Women Minister Tanya Fir said screen productions continue to contribute to Alberta’s economy while promoting the province’s culture and landscapes abroad.

“Can This Love Be Translated? is another example of how investments in our screen industry are creating jobs and reinforcing Alberta’s reputation as a premier destination for film and television production,” she said.

Series director Yoo Young-eun said Alberta’s scenery was selected to reflect the emotional tone of the story.

“Canada’s romantic scenery — from sunsets to northern lights to lakes shimmering with sunlight — helped express the characters’ emotions,” Yoo said, describing the locations as visual “postcards” for the lead characters.

The province says more than 60 per cent of Alberta-made film and television projects are shot in small cities, towns and rural areas, bringing economic benefits to local communities through spending on accommodation, services and tourism.

According to government figures, Alberta’s film and television sector contributed $1.25 billion to the provincial economy in 2023 and supported more than 9,000 jobs. The province estimates that every dollar of government support for film and television production generates four dollars in economic investment.