Systemic immigration reform and a pan-Canadian workforce strategy are essential to resolving chronic labor shortages that threaten the industry’s global competitiveness. Cross-jurisdictional recommendations to align public policy with the long-term human resource needs of the visitor economy.

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.

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.

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.

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.

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.

TIAA strategic analysis provided for the development of Alberta's long-term tourism vision.

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.

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.

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.

Destination Canada Intelligence report on domestic travel trends and impacts during the COVID-19 crisis.

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.

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.

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.