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Research, Reports and Submissions

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. 


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



Outdoor Recreation on Alberta's Crown Lands Survey - NOW OPEN

This first of its 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.

The survey can be accessed here:  It will take approximately 15-20 minutes to complete the survey. Please note that because of some of the detailed maps presented, the survey can only be completed on a tablet, desktop or laptop computer.

Understanding Alberta’s Growing Crown Land Outdoor Recreation Economy

As the leading advocate for Alberta’s visitor economy, the Tourism Industry Association of Alberta (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.

View Media Release 

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 - 

Strategy to Accelerate the Recovery of Alberta's Visitor Economy Released 

June 30, 2020 (Calgary, Alberta) 
TIAA releases plan with 40 recommendations to the Government of Alberta in support of the recovery, growth & resilience of Alberta's visitor economy.  View Media Release
A Call to Action to Accelerate the Recovery & Resilience of Alberta's Visitor Economy 
June 9, 2020 (Calgary, Alberta) 
TIAA has launched a collaborative industry-wide process to develop recommendations to the Government of Alberta for: a) accelerating the recovery of the province's visitor economy; and, b) positioning the industry for a resilient and sustainable future.  View Media Release
TIAA Presents COVID-19 Crisis & Recovery Recommendations to Premier Kenney
April 13, 2020 (Calgary, Alberta)
TIAA's submission for a provincial tourism sector strategy and relief package includes eleven recommendations focused on measures to: a) avert the loss of tourism businesses; b) set the stage for economic recovery; and, c) support visitation, new product development and investment.   View Letter

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