Alberta Tourism Industry: Economic Impacts, Performance, Potential and Recommendations to Achieve Higher Ground
Tourism: A Key Driver of Alberta’s Economy
A new landmark study by the Tourism Industry Association of Alberta (TIAA) reveals that tourism creates more jobs per dollar of government investment than any other sector in Alberta. However, despite contributing $12.7 billion in visitor spending, $10.8 billion in GDP, and supporting 119,000 jobs in 2023, tourism remains significantly underfunded relative to other industries.
This report provides an in-depth analysis of tourism’s economic and employment impact, comparing provincial investment in tourism to other industries, and offering key recommendations to help Alberta reach its goal of $25 billion in visitor spending by 2035.
Key Findings:
• Tourism GDP Growth: The sector contributed $10.8 billion in GDP in 2023, growing by $1.6 billion year-over-year.
• Job Creation: 119,000 Albertans were employed in tourism in 2023, with 19,000 new jobs added since 2022.
• Underfunding: For every $1 spent on a job in tourism, Alberta spends 7x more per job in agriculture, 17x more in forestry, and 2.3x more in oil & gas—despite tourism outpacing many of these sectors in growth.
• Competitiveness Challenges: Alberta’s domestic travel deficit with British Columbia has grown to $1.5 billion, as more Albertans travel out-of-province for leisure experiences.
Unlocking Alberta’s Tourism Potential
To support continued growth, the report recommends key actions, including:
• Introducing an Alberta Tourism Experience Tax Credit to incentivize in-province travel.
• Investing in workforce housing to address labour shortages.
• Expanding tourism infrastructure and destination development to enhance visitor experiences.
Tourism is one of Alberta’s fastest-growing industries, but reaching $25 billion in visitor spending by 2035 will require strategic investment and policy action.