In 2024, Alberta’s tourism sector grew by an incredible 12%, that’s four times the national average. With $14.4 billion in visitor spending, Alberta has officially set a new benchmark and confirmed what we’ve always known: the world wants more Alberta.

This momentum follows the launch of Higher Ground: A Tourism Sector Strategy, Alberta’s bold plan to grow the industry from $10B to $25B annually by 2035. It’s proof that prioritizing tourism means more jobs, stronger communities, and lasting economic impact.

“These record-breaking results reflect Alberta’s strategic, ROI-driven approach to tourism. This sector is proving its power—not just in visitor spending, but in driving trade, talent attraction, and global brand value. To fully deliver on the Higher Ground strategy, we need continued policy momentum and investment that matches tourism’s impact. It’s time to reflect that performance in future budgets and long-term planning.”
- Darren Reeder, President & CEO, Tourism Industry Association of Alberta

Key Highlights:

• Over 85,000 jobs supported by tourism in 2024

• Accommodation up 34%, recreation +19%, food & beverage +16%

• International spending up 16%

• Tourism remains the # 1 service export in the province

Thank you to Travel Alberta, tourism operators, and partners across the province for pushing this vision forward.