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Report: Alberta tourism soars past national average
In 2024, the Alberta government launched its "Higher Ground: A Tourism Sector Strategy," and this push by the province, to prioritize the visitor economy, is already seeing results, with tourism continuing to be Alberta’s number one service export sector; bringing jobs, dollars and prosperity into the province’s economy.
The aim of the strategy is to grow Alberta’s visitor economy from $10 billion a year to $25 billion annually by 2035—while creating jobs and economic opportunity for all regions of the province.
Last year alone, the tourism industry supported more than 85,000 jobs in Alberta.
“There’s no better time than now to experience Alberta. I’m proud of the work our government has done to showcase our province as a must-see world-class tourism destination. Visitors spent a record-breaking $14.4 billion in our province and I think these latest numbers prove that the world wants more Alberta,” says Andrew Boitchenko, minister of tourism and sport.
According to the latest Statistics Canada data released on May 30, visitors in Alberta spent $14.4 billion in 2024, surpassing the province’s previous record of $12.8 billion in 2023 by 12 per cent. The growth is driven by significant international and steady domestic travel by Canadians even in the face of economic uncertainties.
“Alberta’s visitor economy is thriving, thanks to the bold investments in developing and promoting world-class destinations, hard work and commitment from partners across the province, and an unwavering belief in the power of the visitor economy to drive long-term prosperity. We look forward to continuing this great momentum, with tourism growth that’s outpacing other provinces across the country,” says Tannis Gaffney, chief marketing officer, Travel Alberta.
These indicators clearly show that the work of Travel Alberta and the province’s continued investment in Alberta’s visitor economy is paying off. By prioritizing the visitor economy, Alberta’s government is continuing to fulfill its commitment to making the province the best place to live, work, visit and play.
