2025 Premier's Dinner and GRIT Awards Recap

On November 24, Alberta’s tourism industry gathered in Edmonton for our Alberta Economic Budget Forum to better understand the forces shaping the sector. Take-aways included:

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• How tourism contributes to trade, economic development, and a growing part of Alberta’s export revenue… with immense opportunity for better integration into trade objectives

• Candid discussions with leaders of Alberta’s primary parties on the All Seasons Resort Act and Alberta Tourism Levy, showing that more conversations are needed on both topics

• The highly complex and dynamic political landscape in Alberta and how it’s not likely to settle down any time soon, based on the discussion on trade and tariff uncertainty with Janet Brown, Duane Bratt and Charles St-Arnaud.

New TIAA member, Amber Halliday with Aderra Solutions summed up the final panel on Tourism as a Growth Vehicle to Support Diversification by sharing “Alberta’s tourism growth is outpacing the national average, positioning our province as one of Canada’s strongest engines for diversification and export resilience. Exciting times, but we have an uphill battle globally, especially when some foreign leaders don't know 'what Alberta is', to quote Bin Lau, Director, U.S. Midwest, Consulate General of Canada to the United States.” We agree Amber, things in our province are good, but we have farther to go. Thanks to everyone who attended!