Telling Our Story, Growing Our Future
How the visitor economy strengthens communities, supports jobs, and grows municipal revenue.
An Alberta tourism community saw 200% higher business license growth and renewals.
$14.4B visitor spending
in 2024, up
12% over 2023
Alberta visitor economies drive 2X the municipal revenue per resident.
Key Messages Alberta Municipal Election 2025
How Tourism Works
Tourism is about movement, spending, and local impact.
A visitor is anyone who travels more than 40 km from home, even just for the day, and spends money while away. That means sports tournaments, lake weekends, business trips, weddings, and rodeo nights all count.
Visitor spending flows through almost every part of Alberta’s economy: gas stations, cafés, hotels, museums, campgrounds, shops, and professional services.
Every $100 spent by a visitor generates $67
of additional economic spinoff activity
Harvesting the Financial
Benefits of Tourism
Tourism is one of Alberta’s fastest-growing sources of municipal tax revenue.
Since 2019, tourism-related assessment growth has added $100M+ annually to municipal coffers, growing at 8.36% annually, faster than the TSX.
Tourism delivers direct returns to local budgets, funding infrastructure and easing resident tax burdens.
Securing the Alberta
Way of Life
Tourism helps keep communities vibrant, bringing life back to community halls, powwows, and small-town main streets. It gives families reasons to stay, invites new residents to belong, and builds pride of place.
Between 2016–2021, Alberta lost 18,000 rural residents and 28,300 agriculture jobs. Tourism is helping reverse that trend by creating local opportunities and celebrating Alberta culture.
Number of Alberta Tourism Businesses
grew by 10.9% in 2024 to over 28,000
province-wide (98% SME’s).
Attracting Investment & Export Growth
Tourism opens doors for investment and new export markets, from Alberta beef and grain to craft spirits, outdoor gear, and cultural goods. Visitors often become customers, partners, and ambassadors.
Tourism added $3.5B in 2024 export revenue, strengthening rural Alberta’s draw for
agri-food, tech, and manufacturing.
What Tourism Operators Can Do This Election
Your Voice Matters This Municipal Election
Municipal elections are a chance to make tourism a local priority. As a tourism operator, your experience and perspective can help shape policies that impact your business and community.
​
Tourism Impacts by Riding 2024 vs 2023
Alberta’s visitor economy is a powerful driver of jobs, tax revenue, community infrastructure, and global appeal, yet many elected officials remain unaware of its full impact in their ridings.
To help bridge this gap, TIAA has developed Tourism Impact Sheets at both the federal and provincial levels, providing data on tourism businesses and employment to support conversations with decision-makers.
When we speak up for tourism, we help shape policies that grow our
businesses and strengthen our communities.
Stay informed. Sign up for our Tourism Insights Newsletter.