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By rdnewsNOW staff

Travel Alberta

Province invests $17 million into the tourism sector

Oct 22, 2025 | 8:29 PM

The Government of Alberta has invested $17 million over the last year into the tourism sector to not only create jobs but also economic prosperity in communities across the province.

As a result, the province says tourism is booming. Visitor spending increased to a record-breaking $14.4 billion in 2024, up 12 per cent from 2023.

The multi-million dollar investment through Travel Alberta is to continue driving growth in the sector by creating strategic partnerships and supporting product development.

“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.”

These investments through Travel Alberta supported key projects across the entire province, from Peace River to Pincher Creek. This includes the new Cold Bones winter music festival in Drumheller, the new Canyon Adventure Park at Canyon Ski Resort, expanded facilities at the Yamnuska Wolfdog Sanctuary, unique grain silo cabins near Pincher Creek, and new chairlifts in Banff and Lake Louise.

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Other investments include the continued success of the Big Valley Jamboree music festival, Indigenous programming and equine experiences at Chimney Rock Ranch Retreat, a new 15-room guest lodge in Elk Point, upgrades at the Aurora Borealis Indigenous Village in Fort McMurray, and bilingual guided paddling experiences in Peace River. While these are only a few highlights of the investments made, each project represents an exponential return on investment that is driving growth in the visitor economy.

“Alberta has so many unique opportunities for travellers to experience and even more opportunity for operators to grow their businesses across the province,” said Jon Mamela, chief commercial officer, Travel Alberta. “Our commitment to investing in Alberta’s tourism sector is not only for visitors, but also to enhance the quality of life for Albertans in their communities and support year-round tourism products that drive economic, social and cultural renewal across the province.”