Annual Publications

SIGNATURE RESEARCH

Economic Impacts

Workforce Development
Trade and Export Value

Housing

RESEARCH

ANNUAL PUBLICATIONS

Annual State of the Industry

Year in Review
TIAA-Leger Business Survey

STATE OF THE INDUSTRY

YEAR IN REVIEW

SURVEYS

TOURISM RIDING SHEETS

Economic impacts and year over year performance.

Jobs, Businesses, Investment

FEDERAL

PROVINCIAL

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

Robust 2022 performance, marking the official transition from recovery to strategic growth. This report outlines the path toward doubling tourism expenditures by 2035, offering insights into evolving consumer behaviors and the economic conditions required for sustained industry success.

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.

2025

2025 Year in Review

Repositions tourism as a strategic economic trade enabler, successfully catalyzing a federal Senate Inquiry into tourism. Showcases Alberta’s record growth and advocates for full Tourism Levy reinvestment to drive continued private-sector confidence and investment.

2024

2024 Year in Review

Nation-leading growth with spending surging to $14.4 billion. Pivotal achievements include the launch of the "Higher Ground" strategy, passing the All-Seasons Resort legislation, and expanding TIAA’s influence in regional and rural destination development.

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

Details strategic leadership through pandemic uncertainty, focusing on securing business supports and increasing labour awareness. Highlights the co-production of the Alberta Tourism Industry Congress and a shift toward building a sustainable, resilient visitor economy primed for long-term provincial growth.

2020

TIAA - 2020 in Review

Annual summary of TIAA activities, advocacy wins, and organizational milestones.

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.