Alberta tops Canada in tourism growth
It’s clear: the world wants more Alberta. Alberta is world-renowned as a premier tourism destination, and it’s no secret why – from the majestic Rocky Mountains to the rolling golden prairies, from small-town charm to the province’s vibrant cities – there is something for everyone in Alberta.
Make time to stop and explore Horseshoe Canyon on the way to Drumheller. You’ll be glad you did. PHOTO TOURISM ALBERTA
Alberta’s government understands the importance of the province’s tourism sector, and with the creation of the Ministry of Tourism and Sport, has been investing in its success. These investments are paying off. In 2023, Alberta broke records, with annual visitor expenditures soaring to $12.7 billion – surpassing the previous record by almost 20 per cent. The province also experienced record international visitor expenditures, solidifying Alberta’s position as a key destination on the world stage.
Data from the first three quarters of 2024 shows that Alberta’s tourism sector is continuing to boom. From January to September 2024, Alberta tourism revenues have grown 10 per cent year over year, suggesting the province will once again break the record for annual visitor spending. Alberta is outperforming every other province in tourism sector growth, with data from the same period showing Alberta is advancing at a rate more than three times the national average.
“Alberta’s tourism economy is booming! It’s growing at an unprecedented rate, and we’re not slowing down anytime soon. Alberta’s government will continue working to unleash the potential of the province’s tourism industry, and the incredible tourism operators across the province will continue to show the world what we Albertans already know: Alberta is the best place in the world to live, play and visit,” Says Joseph Schow, Minister of Tourism and Sport.
Alberta’s long-term provincial tourism strategy charts a path to growing Alberta’s visitor economy from $10 billion in annual visitor expenditures to $25 billion by 2035. The outstanding performance of Alberta’s tourism sector through 2023 and the first three quarters of 2024, coupled with Budget 2025’s continued investment in the sector and the responsible, sustainable tourism development that will occur thanks to the recently passed All-Season Resorts Act, Alberta is well on its way to achieving this goal.
Jon Mamela, chief commercial officer, Travel Alberta commented, “Tourism is a powerful economic driver and continues to have tangible benefits for communities and Albertans throughout our province. There has never been a better time to invest in tourism in Alberta, as the industry drives export revenues, fuels job creation, strengthens local businesses and showcases the province’s incredible natural and cultural assets to the world.”
National Tourism Week is celebrated April 7-11, highlighting the benefits of tourism for Alberta communities in supporting sustainable economic growth and jobs across the province.
Quick facts
As Alberta’s number one service export sector, tourism is a driving force in the provincial economy.
Alberta’s tourism sector employs more than 260,000 people in the province.
In 2023, Alberta broke records, with annual visitor expenditures soaring to $12.7 billion – surpassing the previous record by almost 20 per cent.
In 2023, a record-breaking approximately $3 billion was spent by international visitors to the province, solidifying Alberta’s position as a key destination on the world stage.
From January to September 2024, Alberta tourism revenues were $11.5 billion, compared with $10.5 billion for the same period in 2023 – a 10 per cent increase year over year.
In the first three quarters of 2024, Alberta’s tourism sector growth outpaced every other province, advancing at a rate more than double that of Ontario and British Columbia, and at more than three times the national average.
Statistics Canada determines spending through their Visitor Travel Survey. There is a lag of more than six months between data collection and publication of the data.