Tourism powers Alberta’s economic growth
Alberta’s government invested $17 million in the tourism sector over 2024-25, boosting jobs, supporting local businesses, and driving economic prosperity across the province.
Tourism continues to flourish in Alberta, with visitor spending hitting a record $14.4 billion in 2024, up 12 per cent from the previous year. The province’s top service export has become a key driver of economic growth, highlighting the impact of investments through Travel Alberta. The funding supports tourism operators and organizations in developing new experiences, creating strategic partnerships, and competing on a global stage.
“By investing in our communities and tourism operators across the province, we are empowering Albertans to showcase our bold province while also generating economic growth,” said Andrew Boitchenko, Minister of Tourism and Sport. “These investments strengthen our reputation as one of the world’s premier travel destinations.”
Projects supported by the funding span Alberta from Peace River to Pincher Creek. Highlights include the new Cold Bones winter music festival in Drumheller, the Canyon Adventure Park at Canyon Ski Resort, expanded facilities at the Yamnuska Wolfdog Sanctuary, grain silo cabins near Pincher Creek, and new chairlifts in Banff and Lake Louise. Other initiatives include upgrades at the Aurora Borealis Indigenous Village in Fort McMurray, bilingual guided paddling experiences in Peace River, and the continued success of events such as the Big Valley Jamboree music festival.
“Alberta has so many unique opportunities for travellers and even more opportunity for operators to grow their businesses,” said Jon Mamela, chief commercial officer of Travel Alberta. “Our commitment to investing in Alberta’s tourism sector enhances the quality of life for Albertans and supports year-round tourism that drives economic, social, and cultural renewal.”
Tourism sustains more than 85,000 jobs across Alberta, spanning hospitality, retail, construction, and transportation. Every dollar spent in the sector strengthens local economies, supports small businesses, and helps communities thrive. With strategic investments, the province continues to position itself as a destination where residents and visitors alike can live, work, visit, and play.