SIGNATURE RESEARCH
Research and evidence-based insights driving Alberta’s visitor economy. From high-level economic impact modeling, to deep-dives into the critical lynchpins of industry success, such as workforce housing availability and the evolution of a competitive compensation culture, this library serves as a strategic resource for operators and policymakers alike. Analyze the structural challenges and opportunities that define our path as a growing sector, ensuring our advocacy is grounded in data that reflects the true value of tourism to Alberta’s prosperity.
ECONOMIC IMPACT
Comparative Economic Impacts
Trade and Export
Crown Lands
WORKFORCE & HOUSING
Workforce Development
Training and Careers
Labour Pipeline
Housing
SPECALIZED REPORTS
Policy Submissions
Economic Impact
2021
Economic Significance of Travel in Alberta 2021
Mapping the $8.2 billion pre-pandemic ecosystem reveals 25,546 businesses that drive Alberta’s diverse visitor economy. These data-driven insights quantify the $1.56 billion international revenue collapse, underscoring the vital need for targeted, sector-specific support.
2021
ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY - STUDY OVERVIEW
Study Overview
Geographic and economic modeling captures a $2.8 billion impact that currently supports 36,000 full-time equivalent jobs across Alberta. Identifying the sector as a massive untapped resource, it makes a compelling case for increased government investment to secure our natural heritage.
2021
CONTRIBUTIONS OF ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY
Infographic
AB Crown Lands Economic Impact quantifies a $2.8 billion GDP contribution and advocates for a paradigm shift in how the government views and supports the outdoor recreation economy. A management transition is required to prioritize recreation as a key industry capable of fueling sustainable, long-term economic growth.
2021
ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY - SIX ACTION ITEMS
Six Action Items
Strategic roadmap detailing six key action items including establishing provincial Office of Outdoor Recreation to coordinate policy and eliminate government silos. Proactive land-use planning is highlighted as the primary mechanism to stem the leakage of recreational investment to neighboring provinces.
2021
Technical Report Tourism and Recreation on Alberta Crown Lands
AB Crown Lands Study 2021 Technical Report.
Deep regional participation modeling and expenditure data provide the evidence-based foundation required to inform sound land-use policy and infrastructure investment. This dataset is the primary tool for stakeholders to quantify the economic significance of outdoor recreation as a pillar of future prosperity.
2020
News Release: Alberta's Growing Crown Land Outdoor Recreation Economy
Official TIAA news release regarding the economic impact of the Crown Land outdoor recreation sector.
2020
TIAA - 2020 in Review
Annual summary of TIAA activities, advocacy wins, and organizational milestones.
2020
Observations: Development of the 10-Year Tourism Strategy
TIAA strategic analysis provided for the development of Alberta's long-term tourism vision.
2020
Parks Visitor Management & COVID-19 Report
Analyzes real-time visitor pressures and management friction points that emerged as Albertans pivoted to outdoor recreation during initial lockdowns. Provides data-driven observations to help operators and agencies balance environmental stewardship with unprecedented public demand.
2020
Advisory Panel: Call to Action to Accelerate Recovery
Synthesizes high-level recommendations from the Industry Advisory Panel to restore business viability and accelerate the return of the province's visitor economy post-COVID. Focuses on immediate stimulus measures and the structural changes required to rebuild industry-wide resilience.
2020
TIAA - Call to Action Report (Alberta's Visitor Economy)
Defines the strategic roadmap for navigating the most disruptive period in the history of Alberta's tourism sector. Serves as a foundational policy document advocating for the specific relief and reinvestment necessary to preserve thousands of local livelihoods.
2020
Travel Ensemble - Canada Domestic COVID-19 Report
Destination Canada Intelligence report on domestic travel trends and impacts during the COVID-19 crisis.
2020
Travelling Forward: Adapting to COVID-19 in Tourism
Explores innovative business model adaptations and operational shifts required to meet new health standards and traveler expectations. Focuses on future-proofing the industry by integrating hygiene protocols and digital solutions into the core guest experience.
2020
Presentation: Standing Committee on Alberta's Economic Future
Slides from the official presentation to the Legislative Standing Committee. A economic briefing to provincial legislators on the collapse of the visitor economy and the path to reconstruction. Uses visual data to illustrate revenue gaps and the multiplier effect of tourism spending on regional communities.
2021
Understanding Alberta's Growing Crown Land Economy
Quantifies the untapped economic potential of Alberta’s public lands, documenting billions in annual trip-related expenditures. Establishes the technical baseline for viewing Crown land recreation as a prioritized industry for sustainable provincial growth.
Workforce and Housing
Research and Policy
2020
Observations: Development of the 10-Year Tourism Strategy
TIAA strategic analysis provided for the development of Alberta's long-term tourism vision.
2020
Parks Visitor Management & COVID-19 Report
Analyzes real-time visitor pressures and management friction points that emerged as Albertans pivoted to outdoor recreation during initial lockdowns. Provides data-driven observations to help operators and agencies balance environmental stewardship with unprecedented public demand.
2020
Advisory Panel: Call to Action to Accelerate Recovery
Synthesizes high-level recommendations from the Industry Advisory Panel to restore business viability and accelerate the return of the province's visitor economy post-COVID. Focuses on immediate stimulus measures and the structural changes required to rebuild industry-wide resilience.
2020
TIAA - Call to Action Report (Alberta's Visitor Economy)
Defines the strategic roadmap for navigating the most disruptive period in the history of Alberta's tourism sector. Serves as a foundational policy document advocating for the specific relief and reinvestment necessary to preserve thousands of local livelihoods.
2020
Travel Ensemble - Canada Domestic COVID-19 Report
Destination Canada Intelligence report on domestic travel trends and impacts during the COVID-19 crisis.
2020
Travelling Forward: Adapting to COVID-19 in Tourism
Explores innovative business model adaptations and operational shifts required to meet new health standards and traveler expectations. Focuses on future-proofing the industry by integrating hygiene protocols and digital solutions into the core guest experience.
2020
Presentation: Standing Committee on Alberta's Economic Future
Slides from the official presentation to the Legislative Standing Committee. A economic briefing to provincial legislators on the collapse of the visitor economy and the path to reconstruction. Uses visual data to illustrate revenue gaps and the multiplier effect of tourism spending on regional communities.
2021
Understanding Alberta's Growing Crown Land Economy
Quantifies the untapped economic potential of Alberta’s public lands, documenting billions in annual trip-related expenditures. Establishes the technical baseline for viewing Crown land recreation as a prioritized industry for sustainable provincial growth.