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An Alberta Tourism Industry Workforce Housing Strategy:
Towards Long-Term Labour Force Planning for a Growing Industry
The Tourism Industry Association of Alberta is pleased to share with you the newly released Alberta Tourism Industry Workforce Housing Strategy, a comprehensive report developed by the Tourism Industry Association of Alberta (TIAA).
This report addresses one of the most pressing challenges facing our sector: workforce housing. With the province’s ambitious goal to increase visitor spending to $25 billion by 2035, ensuring that our workforce has access to affordable housing is crucial to sustaining and growing Alberta’s tourism industry.
The report outlines key issues and strategic recommendations to overcome housing challenges in both established tourism communities and urban centres. It emphasizes the need for coordinated efforts among industry, government, and municipalities to develop sustainable housing solutions that support the attraction and retention of the 100,000 additional employees required by 2035.
Below is a summary of the key points and recommendations from the strategy.
Alberta Tourism Industry Workforce Housing Strategy:
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Tourism Industry Growth and Housing Affordability:
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Alberta’s tourism industry is expected to require an additional 100,000 employees by 2035 to meet the $25 billion target in visitor spending.
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Housing affordability remains a critical barrier, particularly in tourism-based communities like Banff, Jasper, and Canmore, where the cost of living is disproportionately high compared to wages in the tourism sector.
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Workforce Housing Challenges:
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The seasonal nature of the industry, high demand for short-term rentals, and limited supply of entry-level housing exacerbate the affordability crisis.
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In urban centres like Calgary and Edmonton, tourism employees face tight housing markets without the same level of employer-provided accommodations available in resort communities.
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Jasper Housing Recovery Strategy:
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Following the devastating wildfires, rebuilding Jasper’s workforce housing is imperative for the recovery of the town’s tourism economy. TIAA advocates for a comprehensive strategy involving all levels of government and industry stakeholders to restore and enhance housing availability in the region.
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Recommendations:
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Develop a province-wide tourism industry workforce housing strategy in collaboration with the Alberta government, municipalities, and industry leaders.
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Adjust the board and lodging employee deduction limitations to reflect market prices and remove disincentives for employers to invest in employee housing.
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Partner with municipalities to explore housing cooperatives, trusts, and other mechanisms to provide affordable housing for tourism employees.
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Establish a policy framework for short-term rentals to ensure fair competition with traditional hotels.
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Incorporate workforce planning and housing considerations into Travel Alberta’s tourism development zone strategies.
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As members of TIAA, your continued support and involvement are vital as we work together to address these challenges and implement solutions that will ensure the long-term sustainability and growth of Alberta’s tourism industry.
Thank you for your commitment to our industry. We look forward to your feedback and continued collaboration as we move forward with this critical initiative.
Read the full report here.
Jasper Tourism Businesses Face Re-entry, Labour, and Housing Challenges
August 7, 2024 (Calgary, Alberta) - A recent survey reveals that over half of Jasper's businesses are on the brink of closure,with 53% indicating they cannot survive more than two months without immediate support in the aftermath of the Jasper Complex Wildfires. The survey, conducted by the Tourism Industry Association of Alberta (TIAA) in conjunction with Tourism Jasper, the Alberta Hotel and Lodging Association (AHLA), and the Association for Mountain Parks Protection &Enjoyment (AMPPE), highlights an urgent need for both provincial and federal governments to address the challenges faced by the community in restarting their economy.
Protecting the safety of Jasper’s residents, the park’s suitability for public use, and the broader community must remain a top priority as recovery efforts progress. The wildfire has caused substantial damage, destroying approximately 30 percent of Jasper's structures, (358 out of 1,113 buildings), and burning around 36,000 hectares. While the wildfires resulted in extensive damage to the townsite and areas of Jasper National Park, it is important to note that 70% of structures remain standing but are broadly unassessed.
Jasper’s visitor-based economy primarily services overnight visitors to the community, with most day trips focused on the South of the Park at the Columbia Icefields. A viable, operating, accommodation sector is foundational to restarting Jasper’s tourism-based economy.
Jasper’s Visitor Economy is a Significant Tourism Contributor
- Visitors spent a record $12.7 billion in Alberta’s visitor economy during 2023 (19% increase over 2022).
- International travelers are back. 2023 exceeded pre-pandemic international receipts by 600 million reaching $2.9 billion.
- Jasper accounts for approximately 22-25% of tourism expenditures in the Canadian Rockies (Banff, Lake Louise, Jasper, Canmore.)
- In 2019, the Municipality of Jasper and Jasper National Park contributed $523 million in tourism spending. This spending generated an estimated $450 million in GDP, supported 5,100 jobs, and produced $69 million in taxes.
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Under non-pandemic circumstances, Jasper would have seen spending increase to $564 million in 2021, resulting in a total economic impact of $482 million in GDP, 5,640 jobs, and $74 million in taxes. The spending impact in Jasper was on track to be much higher in 2024, accounting for the 6% province-wide growth that occurred in 2022, and, an additional19% growth in 2023
Summer Season Anchors Jasper’s Economy - Daily cumulative revenue losses in Jasper and Jasper National Park are estimated to be as high as $4.5 million per day during the peak summer months.
- Summer months are crucial for Jasper, with 75% of businesses making over 60% of their annual revenue during this period.
- With summer season now on-hold, 81% of tourism businesses expect lower revenues for 2024, risking major business liquidity issues until summer revenues are re-established.
Jasper Businesses Face Quickly Mounting Losses
- 86 businesses were surveyed, representing an estimated 38% of the local business community.
- 37% reported that their properties were either completely or partially lost, and 26% were uncertain about the extent of damage to their businesses (at this time).
- Having even a temporary path to resumption of visitor activity (best-case and worst-case scenarios) would be beneficial for businesses who are experiencing significant and ongoing revenue losses and are seeking guidance on how to best support the community, their staff, and, their business interests.
- Among the respondents who provided a specific time frame estimate to reopen, almost 50% of businesses could start up in less than 4 weeks.
- Only 12% of businesses believe they can remain financially viable, without incurring debt, for longer than six months, while 53% of respondents said they cannot last beyond two months.
- Additionally, based on current information, 66% of respondents do not expect to return to previous seasonal revenue levels for at least seven months or longer.
- Many businesses face impending debt impacts and significant staffing challenges.
- The survey reveals an urgent need for housing and staff accommodation support, highlighting the government's need to focus on the recovery process's human and business elements.
- Nearly half of the respondents indicated they would require assistance with staff accommodation to resume operations.
- Since the evacuation, 68% of businesses have continued to provide uninsured wages, benefits, and living expenses to their staff.
- 26% of respondents have had staff permanently leave their organization due to the wildfire. As a remote rural community, Jasper faces an increasing challenge retaining their existing labour force, particularly given structural staff shortages that pre-dated the wildfire.
- 51% of surveyed businesses will immediately require in-destination staff accommodation to resume and sustain operations.
Recovery Will Require a Coordinated Effort from Government and Operators
Jasper’s tourism-based economy and its distance from a large labour market, like Edmonton, make recovery challenging.Operators have flagged that without a quick resumption of economic activity or significant temporary wage supports many employees will not return to the community.
Operators depend on summer revenues to carry their operations through the slower time of the year. On average Jasper businesses generate up to 10x, or more, revenue during a typical summer day compared to lower yielding days the other 8-months of the year, making these irrecoverable losses particularly impactful and placing many operators at risk of liquidity challenges with each passing week.
To support the recovery process, tourism businesses are eagerly awaiting details from all levels of government on what a streamlined, timebound, development approvals process might look like along with insights on what short, medium and long-term employee wage and business support programs might be available until visitors return. Potential solutions that would also assist businesses in managing ongoing costs could include payment deferrals on items such as: lease payments, WCB premiums, utility payments, corporate taxes, etc.
"Jasper’s significant economic and social contributions reinforces the importance of restoring Jasper National Park as a beacon of Canadian values, nature preservation, and enjoyment. This is a place of timeless awe and a social trust that belongs to all Canadians."
Darren Reeder
President and CEO
Tourism Industry Association of Alberta
“The AHLA and our members are grateful for the work being done by fire crews, utility workers, and critical services to make it safe for Jasper residents to come home, and for hotels and other tourism operators to get back to business. Jasper is a critical part of Alberta’s visitor economy, and the AHLA appreciates the strong collaboration and support that Parks Canada and all levels of government have expressed to ensure a swift and complete recovery.”
Tracy Douglas-Blowers
President and CEO
Alberta Hotel and Lodging Association
"With the necessary supports, Jasper will come back stronger than ever. AMPPE is encouraged by the coordinated efforts of all levels of government in managing this crisis; they have ensured the safety of people and have defended important assets. This survey highlights next steps and the urgent needs of Jasper's business community: immediate financial assistance,housing for staff, and the return of visitors to revitalize its economy."
Debbie Harksen
Executive Director
Association for Mountain Parks Protections and Enjoyment
Alberta Tourism Experience Tax Credit
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.
Today, we are 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 Associaiton 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.
Read the full report.
2024 TIAA Leger Tourism Survey: Key Insights & Statistics
This year's Leger survey provides a detailed snapshot of the current state of Alberta's tourism industry. Responses indicate a mixed picture of pensive optimism based on forward looking projections and strong 2023 performance, while still highlighting the challenges of regional growth disparities, inflation, rising interest rates, a slowing economy and the specter of another natural disaster filled summer.
For the first time in a long time, businesses are reporting margin growth and more businesses are reporting intentions to invest, a clear indicator of positive forward-looking business sentiment. Labour challenges, while still significant, have been overshadowed by the rise in operators reporting that lack of affordable housing options in their communities is impacting recruitment and retention activities.
Pensive Optimism
65% of businesses remain optimistic, reflecting confidence in future growth despite some economic headwinds.
20% of businesses are still managing pandemic-related debt, highlighting ongoing recovery efforts.
4/5 businesses reported maintaining or growing revenues signaling a strong performance generally, but is also likely reflective of regional disparities in post-covid 'recovery.'
Economic Pressures and Responses
Fuel and energy costs pose the top challenge, with 98% of businesses reporting these as their major concern due to inflation.
86% of businesses impacted by insurance costs, indicating a significant uptick in operational expenses.
Staffing and Workforce Dynamics
Improving staffing levels, with most businesses reporting 80% or higher staffing levels compared to pre-pandemic times.
Significant housing concerns rising, with 62% of businesses emphasizing the importance of affordable housing to attract and retain workers. (Number of operators reporting this challenge has risen significantly over the past 8 quarters).
Pricing Strategies
Over half of the businesses have increased their pricing over the past year to manage inflationary pressures, a necessary adjustment to sustain operations. Notably operators that have been operating in excess of 10 years have had margin growth much faster than younger operators (less than 10 years) and there has been a north-south differential in pricing growth.
Find more detail by downloading the TIAA-LEGER Annual Tourism Business Conditions Survey
Request for Proposal: Aligning Purpose, Profit, and Sustainability to Compensation Culture in Tourism
The Tourism Industry Association of Alberta (TIAA) is announcing a Request for Proposal (RFP) #003-2024: Aligning Purpose, Profit, and Sustainability to Compensation Culture in Tourism. TIAA seeking a qualified vendor to conduct a comprehensive study and develop a training program aiming to transform Alberta's tourism sector.
TIAA aims to contract with a firm experienced in job evaluation, compensation studies, economic modelling, strategic management advisory services, and program execution. The goal is to pioneer change that aligns compensation culture with the broader purposes of profit and labour force development and sustainability in the Alberta tourism and hospitality sector. This project is part of the synthesis of deliverables from a study entitled: Labour Market Study of Alberta’s Tourism Sector (Appendix C). This project has been made possible by the Government of Alberta’s Labour and Workforce Strategies Grant Program under the Ministry Jobs, Economy and Trade.
The results of this research will be shared broadly within Alberta’s tourism and hospitality sector with TIAA engaging a service provider to further support tourism businesses desiring assistance to evaluate and/or enhance HR compensation systems, budget models and labour force culture to improve overall labour attraction, retention, and business profitability. The end result is to foster an industry wide optimization in HR practices with far reaching benefits for employees, operators and communities.
In the spirit of strengthening an inclusive and equitable tourism industry, the Tourism Industry Association of Alberta (TIAA) emphasizes the critical importance of Indigenous tourism stakeholders' involvement and the integration of diversity, equity, and inclusion (DEI) principles in redefining labor costs and compensation culture within Alberta's tourism sector. This RFP invites proposers to demonstrate a committed approach to incorporating these essential considerations into their project planning and execution.
Scope:
The selected contractor will conduct in-depth analyses, including global best practices review, economic modeling, and stakeholder engagement, culminating in a comprehensive report, an online educational portal, and a pilot training program.
Funding & Support:
This project has been made possible through a Labour Market Development Agreement
The Province of Alberta is working in partnership with the Government of Canada to provide employment support programs and services.
RFP Details:
RFP Number: 003-2024
Issue Date: March 7, 2024
Closing Date: April 5, 2024, 5:00 PM MST
Proposals must be submitted electronically, aligned with the detailed scope and deliverables outlined in the RFP document.
Download RFP: Aligning Purpose, Profit, and Sustainability to Compensation Culture in Tourism
Time to Shift Ottawa’s Politicization of the TFW Program to Thoughtfully Addressing Canada’s Structural Immigration Challenges
It is a well-established fact that Canada 🍁 has, and will continue to, rely on immigration to support the country’s economic growth goals. But immigration also supports the government’s commitment to two other lauded policy objectives: family reunification efforts and responsiveness to evolving humanitarian crises.
Not many of us are more than a generation removed from knowing a family member who came to Canada to start a new life. Without immigration, Canada would not be the country it is today, nor will it be the country it needs to be in the future if the dreams and ambitions of tomorrow’s immigrants aren’t supported by being part of a more inclusive and caring society, and economy.
While the effects of population growth driven by immigration have been broad-based and there has been no one city’s population that has doubled in size, labour and housing supply issues have, nonetheless, been greatly exacerbated in municipalities that have grown faster than the national average.
With the expanded pace of immigration, a more thoughtful and coordinated policy response will be needed across multiple government ministries on issues such as the construction (and availability) of affordable housing supply, impact of short-term rentals, cost of living, and, overall labour supply issues.
Amid this context, comments by Marc Miller, Minister of Immigration, Refugees and Citizenship, are not conducive to a balanced Federal approach to immigration and economic issues. Miller's assertion that industries have become "addicted to temporary foreign workers" not only vastly oversimplifies the issue but also shifts focus from the real broader, structural challenges at play. This type of messaging is not constructive to the long-term economic well being of all Canadians the thousands of incredible Canadian businesses who successfully support all workers within structured Federal immigration programs.
As TIAA, we are calling for a shift from politicizing Temporary Foreign Worker (TFW) Programs towards strategic dialogue on addressing Canada's structural demographic and economic challenges. As Canada continues to face a rapidly aging workforce and the associated economic fall-outs, thoughtful and extensive industry consultation is imperative. Any potential policy changes must be made with careful consideration to avoid unintended socio-economic impacts, similar to those experienced during abrupt policy shifts in 2020 as a result of COVID-19. As we approach the summer 2024 tourism season, it is crucial that any changes to the TFW Program and immigration policies are aligned with the needs of Canadian communities and industries, but most importantly done within the context of national economic sustainability to ensure a balanced approach over the long term.
Post-Summer TIAA Survey 2023 - Business Conditions Continue to Improve but Headwinds Impacting Profitability
To assist in helping businesses rebuild global pandemic and to understand the top issues affecting the tourism industry, the Travel Industry Association of Alberta (TIAA) continues to conduct a semi-annual online survey of tourism businesses across the province. The research is designed to track against previous waves (where applicable) and to provide up-to-date data on:
The top issues facing the tourism sector
- Business viability by year end
- Business conditions if the market stays where it is
- Impact of rising costs of inputs
- Rising costs such as insurance premiums and inflation
- Labour force challenges
- Finance and debt
The surveys assess the current (and future) state of tourism businesses in the province. Results will be used to help educate operators across the province and help businesses recover over time by creating better understanding of the current situation, anticipated challenges, and available opportunities.
Throughout the current report, results are compared to previous waves (eg. February, 2023), as applicable.
Summer on Balance
- 77% of businesses reported that they performed better than expected during the latest tourism season (May-Sep, 2023)
- Consistent with Feb 2023, inflationary impacts continue to be the biggest challenge facing organizations during the summer season (59%), followed by labour supply (42%).
- In Oct 2023, 31% reported that their pre-pandemic levels of operations have already returned (17%) or have already surpassed (14%) pre-pandemic levels of operations, up directionally from Feb 2023.
- Labour costs is the area that businesses feel the most pressure related to inflation (62%), followed by food (52%) and fuel (51%).
- When considering staffing challenges, inability to pay wages offered in other sectors is the #1 challenge (53%). Half of businesses (50%) rank shortage of suitable workers as one of the top five staffing challenges.
TIAA-Leger Summer Pulse Survey 2023
TIAA-Leger Summer Pulse Survey 2023 Executive Summary
TIAA Advocates for Enhanced Federal Alignment and Funding for Tourism
The Tourism Industry Association of Alberta (TIAA) has made a strong case for the integration of the tourism sector in the federal government's Building a Green Prairie Economy Act. The submission underlines the vital role of tourism in both economic growth and environmental conservation, urging for a government-wide strategy that promotes these dual objectives. Advocating for the sector's recognition as a pillar of the green economy, TIAA has stressed the importance of strategic policy, capital supports, and cross-departmental coordination. A primary focus is on the unique opportunity to foster sustainable, regenerative tourism in the Prairie region, which would stimulate rural economic growth while safeguarding biodiversity and important ecosystems. The proposal further outlines necessary investment areas, such as low-carbon transportation, housing, and workforce development, which can boost the sector and provide community-based career opportunities. The submission encourages greater federal support in line with Alberta's goal of doubling tourism spending by 2035 and emphasizes the essential role of indigenous tourism in the broader growth narrative.
Read TIAA's submission to PrairiesCan and the Federal Government.
CALL FOR NOMINATIONS 2023 BOARD OF DIRECTORS
The Tourism Industry Association of Alberta announces that three directors with terms ending at the upcoming Annual General Meeting will let their names stand for re-election. As much as these individuals have expressed a desire to continue to serve the association and the industry at large, nominations are welcome from any eligible members from the Meetings, Conventions & Incentive Travel, Training & Education, Transportation & Industry Association sectors.
Nominations are open until May 16 at 5 pm. The 2023 Board slate, along with the formal notice of motion for the June 21 Annual General Meeting, will be shared shortly after the May 16 deadline.
Download the nomination package here to find out more.
Pandemic related debt continues to impact tourism businesses across the province
The timing of the repayment of CEBA loans is fast approaching and will certainly undermine the speed of recovery of businesses in the tourism and hospitality sector. The federal government's 2023 Budget offered no further solutions for businesses exploring their COVID-19 related debt repayment options. TIAA is calling on the Government of Alberta to advocate to the Government of Canada for a solution for impacted businesses on a priority basis, or consider providing a loan/credit facility that would allow impacted Alberta businesses to bridge their financial needs. Read letter here.
Alberta Monthly Tourism Labour Market Report
As part of TIAA's Labour Market Study of Alberta's Tourism Sector, Tourism HR Canada provides TIAA with monthly Alberta-specific Labour Market statistics. Check out the monthly reports:
TIAA Submits Budget Recommendations to Province
TIAA believes that the Government of Alberta needs to, as part of the upcoming budget cycle, implement an integrated policy and decision-making framework that supports tourism across government and immediately commit to funding tourism commensurate with the industry’s economic contribution, relative to other sectors of the economy. See the full budget submission here.
Post-Summer Survey Results Show Tourism Businesses are Optimistic
In a recent survey by the Tourism Industry Alberta Association in partnership with Travel Alberta, tourism businesses were polled on their summer business performance the current state of the industry - including job losses, financial losses and business viability, sustainability efforts and labour force challenges. Recent survey results show that Alberta’s tourism businesses are optimistic about their business outlook for the remainder of year but inflation and labour supply issues continue to pose challenges to the industry.
See the full report by clicking here.
Executive Summary available here.
New First-of-its-Kind Study Reveals the Economic Impacts and Employment Contribution of Alberta’s Tourism Industry to Provincial Economy
A new landmark study conducted by TIAA reveals that from a job creation perspective, Alberta’s tourism sector creates the most jobs per dollar of provincial government funding. The report presents an analysis of the GDP and employment contribution of the sector to the provincial economy; provides a comparative assessment of the Alberta government’s policy approach and financial support for the sector relative to other sectors in the economy; and recommendations to strengthen industry investment and job creation to help double tourism expenditures by 2030. The report asserts that doubling tourism expenditures in the province would more than triple the 2021 GDP contributions and jobs. TIAA commissioned this work to raise awareness of the contribution of the industry to the provincial economy, and the impacts that COVID-19 has had on the livelihoods of Albertans in the industry across the province.
2023 Federal Pre-Budget Submission
The federal pre-budget submission of the Provincial & Territorial Tourism Industry Association (PTTIA), of which the Tourism Industry Association of Alberta (TIAA) is an active participant, provides recommendations in the following thematic areas: development of a sustainable workforce, improvement of access for visitors to/within Canada, development and promotion of tourism assets, and, building of a regenerative and inclusive tourism industry. Read Submission
Alberta federal tourism submission focuses on labour gap
TIAA's August 3 contribution covers wide-ranging issues on behalf of Alberta's tourism industry. Letter
Happy Tourism Week 2022, Alberta
May 29 - June 4 is a time to celebrate our industry’s contributions to the lives and livelihoods that are touched by the 25,546 tourism businesses in our province. Check out our #ABTourismWeek toolkit
Annual general meeting scheduled for June 14
TIAA members are invited to our online annual general meeting. Register by June 10 here. Download meeting package here.
Alberta tourism data at your finger tips now available
Enhance your decision-making with a snapshot of key tourism data including trends, economic impact, visitor and market intelligence. Details
2022 Board call for nominations, closes May 18
The Tourism Industry Association of Alberta is seeking nominations from members to fill two vacancies on its Board of Directors. Details
Tourism industry survey shows business operators are optimistic
In a first-of-its-kind online survey by the Tourism Industry Association of Alberta in partnership with Travel Alberta, businesses were polled in winter 2022 on the current state of the industry — covering viability, outlook, recruitment, finances and losses. Survey summary
2022 Alberta Tourism Industry Congress Postponed
Travel Alberta and the Tourism Industry Association of Alberta regretfully announce that we are postponing the 2022 Alberta Tourism Industry Congress planned for April 25. This year brought us unexpected logistical challenges, driven by significantly lower than expected registration numbers. More
TIAA Submits Budget Recommendations to Province
In advance of the 2022 provincial budget, TIAA ensured tourism was represented via a series of recommendations for what can help the industry's recovery. See the submission here.
TIAA's 2021 Report to Members is Now Available
After a year of determined fervor to ensure Alberta's visitor economy is positioned for recovery and growth, TIAA is proud to release its 2021 Report to Members. The report recaps the association's advocacy, research and collaborative efforts to support the whole of the tourism and hospitality sector. Read the report here.
Research Finds Alberta's Crown Land Outdoor Recreation Economy Generates $2.3B in Trip-Related Expenditures
Thanks to the contributions of 19 motorized and non-motorized outdoor recreation groups, and input from Albertans across the province, TIAA's first-of a-kind study revealed the significant potential behind outdoor recreation as a powerful economic driver. The research found $376M was spent on outdoor equipment and accessories, with a contribution of $2.8B to the province's GDP. Read the study overview, the primary report or the technical report.
Report Unveiled Soon on Economic Impact of Outdoor Recreation on Crown Lands
TIAA is working on the final details of a comprehensive study exploring the economic contributions of outdoor recreation on crown lands. The study, led by TIAA and informed through the expertise of 19 outdoor recreation user groups representing motorized and non-motorized activities, seeks to draw the government's attention to the immense opportunities available to further develop Alberta's outdoor recreation economy through the strategic alignment of policy and investment. The study will be released early September.
TIABC and TIAA Present to Conservative Party of Canada
On April 7, TIAA presented its thoughts and recommendations to the Conservative Party of Canada's Tourism Caucus Recovery Committee on the rebound of the nation's visitor economy. Darren Reeder, TIAA's Board Advisor introduced recommendations through four strategic goals in partnership with Walt Judas of the Tourism Industry Association of BC (TIABC) including:
- ensuring the longevity of liquidity support measures until market forces resume
- articulating a predictive path to reopen the border to travel
- supporting Canada’s visitor economy to remain globally competitive through the introduction of a travel tax credit
- making sure that looming tourism labour shortages don’t drag on the sector’s economic recovery.
Joint Coalition Submission sent to Alberta Utilities Commission
At the end of March, TIAA participated in a broad coalition of industry associations to provide feedback on a recent Alberta Utilities Commission (“AUC”) decision that not only harms, but disenfranchises ratepayers. This decision came at a time when industry needs every opportunity to save on costs. The coalition identified a series of concerns and requested a meeting with Honourable Dale Nally, Associate Minister of Natural Gas and Electricity to work towards a resolution. Read the submission
Travel Alberta's Budget to Increase for Next Three Years
As part of its Budget 2021, the Government of Alberta announced on February 26 an increase of $22M for each of the next three years for Travel Alberta. Since its inception, TIAA has been calling for Travel Alberta's funding to be restored and is pleased to see this in the budget. View this year's Fiscal Plan here.
TIAA Recommends Expansion of Small & Medium Enterprise Relaunch Grant to Account for Impacts on Tourism & Hospitality Sectors
In a January 25th letter issued to Premier Kenney & Minister Schweitzer, TIAA pressed the Alberta government to enhance the Small & Medium Enterprise Relaunch Grant (SMERG) for tourism and hospitality businesses, specifically, by doubling the grant to $40,000 and increasing the eligibility criteria to 30% of a business’ pre-COVID-19 monthly revenue.
2020 Report to Members Released, Showing a Busy Year
(January 7, 2021) TIAA unveiled its "Growing Through the Crisis - 2020 Report to Members" highlighting key advocacy activities and thematic areas of stakeholder support in its dynamic first year of supporting Alberta's tourism sector. Read the 2020 Report to Members
Tourism Levy to be Retained by Accommodation Providers
On December 4, 2020 the Government of Alberta announced that hotels and other lodging providers will now be able to keep the tourism levy amounts collected between March 1, 2020 and March 31, 2021. This extension of the original abatement period, which was to end Dec. 31, will free up to $10 million in additional cash flow for the sector to employ staff, maintain operations and continue providing valuable services through the winter season. TIAA has been working hard on this request on behalf of industry and is pleased with this announcement. See the full details here.
2020 TIAC Tourism Congress Alberta Breakout Session Hosted by TIAA
(November 18, 2020) TIAA's Board Chair, Alida Visbach hosted esteemed speakers from across the province's tourism industry to discuss insights and trends that shape the visitor economy in Alberta. More than 230 tourism partners welcomed the panelists who included:
- Martin Long - Parliamentary Secretary of Small Business and Tourism, Government of Alberta
- David Goldstein - CEO, Travel Alberta
- Darren Reeder, TIAA Board Advisor
Watch the recap of the session
Recommendations Shared to Tourism & Hospitality's Red Tape Panel to Support Sector's Recovery
(October 1, 2020) TIAA submitted a series of recommendations to the province's Tourism & Hospitality Red Tape Panel aimed at supporting the recovery and expansion of Alberta's tourism economy. Recommendations ranged from support tourism and outdoor recreation development to accelerating a tourism project approvals framework and more. Read the submission
"Travelling Forward Webinar" Registration Announced, in partnership with MLT Aikins LLP
(September 11, 2020) On November 2, 2020 MLT Aikins LLP and TIAA will bring the industry a unique webinar, offering timely topics hosted by respected industry experts. Program includes:
- Risk management considerations for business
- Bill 32 - changes to Alberta's labour and employment legislation
- Corporate restructuring: things to consider when facing liquidity challenges
- Pandemic immigration - tourism and work related immigration in the face of COVID-19
Register here
A Call to Action: Recommendations to Accelerate the Recovery, Sustainable Growth and Resilience of Alberta's Visitor Economy
(June 30, 2020) The report, which was developed under the guidance of eight senior tourism sector leaders and informed through the input of over 20 sector associations, is the most comprehensive, industry-led effort to-date to assist the government in its understanding of the opportunities (and challenges) facing the whole of the visitor economy. The actions that the industry is asking the government to take – and which have all the greater context following the release of yesterday’s Alberta Recovery Plan – provide a policy roadmap to quickly advance the recovery and expansion of the visitor economy. The report is organized into eight focus areas, with each of the 40 priority policy recommendations organized by implementation timeframe and by ministry(s) responsible.
Read the Call to Action Report
Alberta's Recovery Plan
(June 29, 2020) Alberta's Recovery Plan focuses on building infrastructure, diversifying the economy and getting Albertans back to work. Read the Recovery Plan
Opening Soon: Alberta's Relaunch Strategy
(April 30, 2020) Premier Kenney today unveiled the province's strategy to recover from the COVID-19 crisis, outlining the conditions for a sequenced reopening of the economy in three stages. Read the Relaunch Strategy
Destination Next: Futures Study 2019 A Strategic Road Map for the Next Generation of Global Destination Organizations
Destination organizations today are collaborating more closely with their local communities to define a shared vision for the future that provides long-term benefits for both key stakeholders and residents. There is also a much greater emphasis on community-driven destination development that aligns around the three integrated pillars of economic, social and environmental sustainability to drive competitive advantage in today’s global visitor economy. Continue Reading
Creating Middle Class Jobs: A Federal Tourism Growth Strategy
The new federal tourism growth strategy aims to capitalize on the tourism industry’s success by helping to create more opportunities for year-round, sustainable economic development in Canadian communities. The potential for tourism is greater than ever with Tourism now having become the seventh economic strategy table for the government: an approach that summons the attention of all government departments that are impacted by the industry. Continue Reading
Unlocking the Potential of Canada’s Visitor Economy
In its February 2017 report, the federal Minister of Finance’s Advisory Council on Economic Growth identified tourism as one of eight key sectors where “Canada has a strong endowment, untapped potential, and significant global growth potential.” The Council recommended that government and businesses take a targeted, collaborative approach to building each of these sectors. Given the outsized importance of tourism to Canada, and the substantial growth opportunity of the sector, this report is intended to stimulate discussion about the structure, performance and potential of the sector, and introduce possible avenues to grow Canada’s visitor economy. Continue Reading
Media
An Alberta Tourism Industry Workforce Housing Strategy
View Report
Jasper Tourism Businesses Face Re-entry, Labour, and Housing Challenges
News Release
New study provides recommendations to assist tourism industry through labour recruitment/retention challenges
News Release
Industry veteran appointed CEO
Darren Reeder is TIAA President and CEO News release
Survey shows business operators are optimistic
Optimism is tempered by labour challenges and public health guidelines News release
Testing removal provides certainty for tourism industry
Hard-hit businesses can start the long road to recovery with summer ahead Statement
Travel guideline relaxation move in right direction
Much work remains in our country and province's image, brand and reputation, and ensuring that we are on travellers' itineraries. Media interview here
Tourism leaders call for changes to international visitor testing
As the Canadian borders have re-opened to U.S. travellers, confusion and cost around PCR testing requirements are a known deterrent. TIAA's board advisor, Darren Reeder said it is unnecessary for the federal government to require a family of four to pay $1,000 to come to Canada, or a PCR test at all. Read more here.
TIAA's Study Reveals Alberta's Crown Land Outdoor Recreation Economy Generates $2.3B in Trip-Related Expenditures
A new study conducted by TIAA asserts that an intentional shift in management focus is needed to secure the future potential of Alberta’s outdoor recreation economy. View the complete package:
- Media Release
- Primary Report
- Technical Report
- Alberta's Crown Land Outdoor Recreation Economy - Study Overview
- Contributions Of Alberta’s Crown Land Outdoor Recreation Economy
- Alberta's Crown Land Outdoor Recreation Economy - Six Action Items
Border Opens to Fully Vaccinated U.S. Visitors & Tourism Sector is Ready
On Aug. 9 the Canadian border opened to American travelers who are fully vaccinated for the first time in 18 months. TIAA has been heavily called upon for comment by the media in recent days. See some of the coverage on Global News and the Calgary Herald.
TIAA Launches Tourism Week Campaign with Unique Plan
The campaign calls for the immediate expansion of the Small & Medium Enterprise Relaunch Grant (SMERG) with a dedicated tourism and hospitality stream, as well as the introduction of an Alberta travel tax credit or incentive program.
Outdoor Recreation on Alberta's Crown Lands Survey - now closed
This first of a kind survey will help land managers to understand and quantify the economic role that Crown Land based outdoor recreation plays in Alberta, while providing essential insights to help strengthen and align advocacy efforts by the stakeholders across the Crown Land
outdoor recreation ecosystem.
Travel Alberta's Mandate Formally Expands
On April 8, 2021 the Government of Alberta introduced amendments to the Travel Alberta Act, expanding the agency’s mandate to that of a destination management organization. These amendments are part of Bill 62, the Red Tape Reduction Implementation Act, 2021. This enables the crown corporation to play a more active role in developing new tourism destinations, products and experiences.
Understanding Alberta’s Growing Crown Land Outdoor Recreation Economy
TIAA has launched a collaborative, sector-wide study to research outdoor recreation participation on Crown lands and to estimate the economic contribution it makes provincially, and regionally. The study, a first of its kind in Alberta, will assist Crown land managers in better understanding, and quantifying, the powerful economic role that Crown land based outdoor recreation plays in Alberta, while providing essential insights to help... See More
TIAA Announces New Board of Directors, Board Chair
On January 26, 2021, the Tourism Industry Association of Alberta (TIAA) held its first Annual General Meeting (AGM), announcing the appointment of the organization’s 2021 Board of Directors. TIAA is the advocate for all segments of the tourism economy serving as a proxy voice for approximately 4,500 Alberta tourism and hospitality businesses.
David Goldstein to Lead Travel Alberta
November 5, 2020 (Alberta) David Goldstein was announced as Travel Alberta's new CEO. David’s extensive tourism experience and industry knowledge positions him well to understand the recovery challenges that we face from the devastating impacts of COVID-19.
TIAA Joins Coalition of Hardest Hit Businesses
September 17, 2020 (Ottawa, ON) Today the Coalition of Hardest Hit Businesses launched a campaign calling on the federal government to extend the Canada Emergency Wage Subsidy (CEWS) program at the full 75% rate for businesses facing an ongoing revenue decline of 50% or higher. Visit - www.HardestHit.ca
Marsha Walden Appointed as Destination Canada's CEO
(August 18, 2020) Marsha Walden will take top seat at Destination Canada. Resigning as Destination British Columbia's President and CEO since 2013, she will take the job at a critical time for the nation's tourism sector.
Strategy to Accelerate the Recovery of Alberta's Visitor Economy Released
TIAA Recommendations to Premier Kenney Regarding COVID-19 Crisis
March 23, 2020 (Calgary, Alberta)
TIAA wishes to articulate a few areas where we have observed gaps in the stimulus package measures announced by the federal government and where we believe the Govenrment of Alberta could assist in support of Albertans. View Letter