The Tourism Industry Association of Alberta (TIAA), in partnership with Leger, conducted the 2025 Alberta Tourism Industry Business Survey to assess the current and future state of tourism businesses across the province. This survey provides valuable insights into the challenges, opportunities, and trends shaping the industry, helping operators and policymakers make informed decisions.
Key Findings from the Survey:
- Business Outlook: Three-in-five Alberta tourism businesses have a positive outlook for 2025. While optimism remains strong, uncertainty has risen slightly compared to last year.
- Revenue Expectations: The majority of operators expect revenue growth in 2025, with 67% forecasting an increase of up to 20%.
- Top Challenges: Inflation remains the biggest concern, followed by labour shortages and rising insurance costs.
- Staffing & Workforce: While hiring remains difficult, particularly for cooks and food & beverage staff, businesses are reporting a decline in labour supply challenges compared to previous years.
- Industry Adaptation: More businesses are embracing digital transformation, investing in online booking systems, CRM tools, and AI-driven efficiencies.
These findings highlight the resilience of Alberta’s tourism sector and the need for ongoing support to address rising costs, workforce development, and economic uncertainty.