ANNUAL STATE OF THE INDUSTRY
The TIAA State of the Industry Reports serve as the annual benchmark for Alberta’s visitor economy. These assessments ground economic data, new research and the real-world experiences of operators to provide a clear-eyed look at the Alberta tourism sector's health and trajectory.
2026
2026 State of the Industry Report
Focuses on enhancing global competitiveness amid a high-risk economic outlook. Provides actionable strategies to navigate geopolitical headwinds, emphasizing destination development and strategic policy interventions required to achieve the province’s ambitious long-term tourism revenue targets.
2025
2025 State of the Industry Report
Offers forward-looking analysis of Alberta’s tourism health, balancing record provincial growth with recovery efforts in Jasper. Emphasizes the necessity of sustained marketing reinvestment and policy alignment to maintain Alberta’s competitive edge within the national visitor economy.
2024
2024 State of the Industry Report
Evaluates 2023’s $12.7 billion performance while navigating 2024 economic headwinds. Focuses on the policy conditions needed to reach the $25 billion target, emphasizing investment attraction, tax credit competitiveness, and creating a stable business environment for private capital.
2023
2023 State of the Industry Report
2022
2022 State of the Industry Report
The inaugural report establishes a data-driven post-recovery roadmap. It provides foundational benchmarks for Alberta’s visitor economy, analyzing domestic travel trends and identifying the strategic policy priorities required to guide the industry back to a competitive, growth-oriented footing.
YEAR IN REVIEW
TIAA’s Year in Review reports provide a comprehensive overview of the association's annual activities, focusing on strategic advocacy, industry research, and member engagement to support Alberta's visitor economy.
2023
2023 Year in Review
Celebrates a disciplined plan resulting in $10.7 billion in spending. Major achievements include the landmark Labour Market Study release and successful advocacy ensuring government mandate letters recognize tourism as a vital economic driver for Alberta’s diversification and job creation.
2022
2022 Year in Review
Highlights a record-breaking recovery with expenditures hitting $10.7 billion—surpassing targets two years early. Key achievements include hosting the first Alberta Tourism Advocacy Summit and forming the Tourism Workforce Recovery Task Force to address critical structural labour shortages.
2021
2021 TIAA Year in Review
2020
2020 TIAA Year in Review
TIAA’s formation as the unified voice for Alberta’s visitor economy. Key achievements include securing a Parliamentary Secretary for Tourism and delivering a 40-recommendation "Call to Action," establishing the "whole-of-government" framework necessary to stabilize the industry during the global pandemic.
SURVEYS
Conducted by Leger, the Annual tourism business conditions survey establishes the baseline for tourism business performance and issues facing operators. TIAA additionally conducts additional topic specific surveys on an ongoing basis.
2026
2026 TIAA Leger Business Conditions Survey
Results of the Annual Alberta Tourism Business Conditions Survey conducted by Leger for the Tourism Industry Association of Alberta to track business performance and industry outlook. It details a cautious optimism for the year ahead while highlighting significant structural challenges, including rising operating costs and persistent labour force pressures across the province.
2026
2026 Economic Impacts of Alberta Tourism Fee Increases and Political Uncertainty
The report analyzes the economic consequences of Budget 2026-27's increased tourism fees and the political uncertainty regarding a potential separation referendum on Alberta’s visitor economy. Economic modeling projected that these changes would trigger an immediate $164 million annual contraction in visitor spending, resulting in the loss of 813 jobs and $119 million in provincial GDP. Furthermore, the findings highlight a significant investment chill that has sidelined $271 million in private capital, creating a total long-term risk of $1.233 billion in visitor expenditures and over 6,125 jobs.