Announcing the Alberta Tourism Experience Tax Credit (ATETC)

As the provincial strategy pivots on drawing more high-value visitors who will contribute to our local tourism offerings, the continued engagement of Albertans is essential for reaching our ambitious target of $25 billion in tourism spending by 2035. Economic modelling by Travel Alberta suggests a substantial increase in local (Alberta) spending from $6 billion in 2022 to $12 billion by 2035 would be needed to achieve the revenue targets released as part of the Alberta Tourism Growth Strategy. The Alberta tourism industry believes that a significant catalyst would accelerate this process — a catalyst that not only educates but also inspires Albertans to explore both new and well-loved destinations within our province.

TIAA is pleased to release the Alberta Tourism Experience Tax Credit (ATETC) policy proposal. Designed to stimulate domestic (Alberta) tourism, this tax credit would incentivize Albertans to spend their vacation dollars within the province. The tax credit has been designed increase visitation, boost expenditures, minimize financial leakage to other markets, and target tourism spending in regions during their off-peak periods—all while supporting sustainable labor planning and career development in the tourism sector year-round.

Not just an economic tool, the ATETC would also serve as an invitation to Albertans to deepen their connection with our province’s stunning landscapes, rich history, diverse cultures and vibrant communities. Alberta is calling all of us to explore.

Outlined in the attached policy paper are the recommendations for a three-year pilot of this refundable tax credit, with features that include:

• A 20% credit, up to $500 per household (on a $2,500 spend) and $250 per individual (on a $1,250 spend).

• Applicability to expenses like accommodations, daily admissions, gear rentals, food and beverages, and parking for trips over 40km one-way.

• Availability for use between October and May to boost off-peak travel.

• Additional promotional efforts to encourage Albertans to discover new locations and experiences right here at home.

Announcing the Alberta Tourism Experience Tax Credit! 

We are excited to share the release of the Tourism Industry Association of Alberta's latest policy proposal aimed at boosting Alberta's tourism industry — the Alberta Tourism Experience Tax Credit (ATETC). This innovative policy is designed not just as an economic tool but as an invitation for all Albertans to rediscover and deepen their connection with our province’s stunning landscapes, rich history, diverse cultures, and vibrant communities.

Here’s what you need to know about the ATETC:
 

• Boosting Local Economy: The ATETC aims to increase local Albertan tourism spending substantially, with an ambitious goal to elevate it from $6 billion in 2022 to $12 billion by 2035. This aligns with our provincial target of $25 billion in total tourism spending.

• Supporting Sustainable Tourism: Scheduled between October and May, the ATETC encourages travel during off-peak periods, promoting year-round tourism and supporting sustainable employment in the industry.

• Financial Incentives: The tax credit offers 20% back on eligible spending, up to $500 per household and $250 per individual. This applies to various expenses, including accommodations, admissions, gear rentals, and more, for trips over 40km.

• Discover Alberta: With the ATETC, we invite every Albertan to explore new and cherished destinations across our province. Whether it’s the serene landscapes of the Rockies or the vibrant streets of Calgary and Edmonton, there’s always something new to discover.

• Below is the full ATETC policy paper. We encourage stakeholders, tourism operators, and all Albertans to review the detailed proposal and see how this pivotal initiative could transform tourism in Alberta.

Alberta is calling — our residents to explore their backyards.