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By rdnewsNOW staff

12 per cent Growth in 2024

Alberta’s tourism above national average

Jun 19, 2025 | 10:37 AM

Officials with the Alberta government say the province’s tourism strategy resulted in 12 per cent growth last year, outpacing other provinces at four times the national average.

In 2024, the provincial government launched Higher Ground: A Tourism Sector Strategy. The strategy, officials point out, will unleash Alberta’s visitor economy potential by charting the path towards a bold and ambitious goal of growing Alberta’s visitor economy from $10 billion a year to $25 billion annually by 2035 while creating jobs and economic opportunity for all regions of the province.

This push by the province to prioritize the visitor economy is already seeing results, say provincial officials, with tourism continuing to be Alberta’s number one service export sector, bringing jobs, dollars and prosperity into the province’s economy. According to the government, last year alone, the tourism industry supported more than 85,000 jobs in Alberta.

“There’s no better time than now to experience Alberta,” says Andrew Boitchenko, Minister of Tourism and Sport, in a press release. “I’m proud of the work our government has done to showcase our province as a must-see world-class tourism destination. Visitors spent a record-breaking $14.4 billion in our province and I think these latest numbers prove that the world wants more Alberta.”

According to the latest Statistics Canada data released on May 30, the government says visitors in Alberta surpassed the province’s previous record of $12.8 billion in 2023 by 12 per cent. Officials say the growth is driven by significant international and steady domestic travel by Canadians even in the face of economic uncertainties.

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“Alberta’s visitor economy is thriving, thanks to the bold investments in developing and promoting world-class destinations, hard work and commitment from partners across the province, and an unwavering belief in the power of the visitor economy to drive long-term prosperity,” adds Tannis Gaffney, chief marketing officer, Travel Alberta. “We look forward to continuing this great momentum, with tourism growth that’s outpacing other provinces across the country.”

Government officials say these indicators clearly show that the work of Travel Alberta and the province’s continued investment in Alberta’s visitor economy is paying off – strengthening the economy and creating more jobs for Albertans. By prioritizing the visitor economy, Alberta’s government says it is continuing to fulfill its commitment to making the province the best place to live, work, visit and play.

Alberta government quick facts

• Statistics Canada determines spending from people travelling from international countries through their Visitor Travel Survey.
• According to the latest Statistics Canada data released on May 30, visitors in Alberta spent $14.4 billion in 2024, surpassing the province’s previous record of $12.8 billion in 2023 by 12 per cent.
  • Tourism expenditures in Alberta grew at four times the national average
    • B.C. (2.5 per cent)
    • Ontario (-2.3 per cent),
    • Québec (seven per cent).
  • Top expenditure growth catagories were (year over year):
  • Expenditures in Accommodation (34 per cent)
  • Recreation & Entertainment (19 per cent)
  • Food & Beverage (16 per cent)
  • Expenditures in Retail & Other sector remained unchanged while Transportation declined marginally by one per cent compared to 2023.
  • International visitor spending increased by 16 per cent
• Travel Alberta is the province’s destination management organization, which supports the growth of Alberta’s visitor economy by developing new experiences and destinations, promoting these destinations to the world, and attracting investment in the sector.

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