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Likeliness to Travel

Making data-driven decisions is easier than ever

The following dashboards provide a holistic snapshot of key tourism insights including trends, economic impact, visitor and market intelligence, and more.

Developed through a Travel Alberta-TIAA partnership, these dashboards combine comprehensive data from cross-industry sources, making timely, relevant tourism data accessible for everyday use.

Tourism businesses, communities and industry partners can use these insights to better understand the tourism industry and identify growth opportunities. These dashboards are updated regularly to reflect the most recent datasets available and will grow as new data is added. For more information on how to use these dashboards, including specific examples, visit Understanding Tourism Indicators.

Access each dashboard using the links below:

Air access: The planned number of seats on direct flights into Alberta and where these flights are coming from

Air passengers: The actual number of people travelling by air to Alberta, including direct and indirect flights, compared to 2019 levels

Hotel performance: Hotel occupancy rates, average daily rates, and revenue per available room information

Economic impact: Tourism’s overall effect on Alberta’s economy measured by tourism GDP, tax revenue and employment

Potential market size: The number of potential travellers from key tourism markets and their origins

Canadians' travel mindset: Canadian sentiment surrounding travel within their home province, interprovincially, and internationally

Visitation: How many people are visiting Alberta and Canada annually, broken down by home region

Visitor spend: How much target tourism markets spend in Alberta

Visitation characteristics: Incoming traveller behaviours, including average traveller spend and trip length