Banff National Park. A new report shows Alberta's tourism sector has fully rebounded from pre-pandemic levels. (Photo: Luckyphotographer | Dreamstime.com)

By David Opinko

Alberta tourism rebounds to pre-pandemic levels

Apr 15, 2024 | 11:32 AM

The tourism industry is back and better than ever.

Travel Alberta reports that international visitors spent $2.53 billion in the province in just the first three quarters of 2023.

In the last year before the COVID-19 pandemic began, international tourism spending totalled $2.28 billion for all of 2019.

Minister of Tourism and Sport Joseph Schow says it is great to see such a prominent sector rebound to the level is has.

“There is no debate: Alberta is a premier destination for international travellers, and the demand to visit our province has never been higher. Increased visitor spending bolsters activity at local businesses and creates jobs not just in Edmonton and Calgary but across Alberta,” says Schow.

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Travel Alberta has been focused on growing air service to places in Asia, Europe, and the United States, hoping to generate the greatest return on investment for the provincial economy.

Chief Commercial officer Jon Mamela estimates the collaboration with airlines is on track to generate more than $6 in visitor spending for every dollar spent on inbound air-route capacity.

“As a primarily fly-to destination for many visitors, Travel Alberta is thrilled to see investment in the Air Access Program has resulted in the strong growth of tourism spending from international travellers to Alberta during the first three quarters of 2023,” says Mamela. “We look forward to continuing these efforts to expand air access to the province, sharing more of our beautiful backyard with the world.”

The Government of Alberta’s goal is to increase tourism spending to $25 billion annually by 2035.