Telling Our Story, Growing Our Future

How the visitor economy strengthens communities, supports jobs, and grows municipal revenue.

An Alberta tourism community saw 200% higher business license growth and renewals.

$14.4B visitor spendingin 2024, up 12% over 2023

Alberta visitor economies drive 2X the municipal revenue per resident.

Key Messages Alberta Municipal Election 2025

Recognize Tourism as Economic Infrastructure

1 Recognize Tourism as Economic Infrastructure

Recognize the value of tourism in municipal strategic and economic development plans.
Link visitor activity to commercial assessment growth, tax diversification, and community goals
Leverage the sector to attract private investment in agri-food, tech, energy, and rural innovation—and build new export markets

2 Align Planning & Policy to Unlock Growth

Ensure land use plans and area structure plans are designed to welcome visitor-facing investment
Enable and zone for region-appropriate recreation, lodging, and experience-based commercial uses (Travel Alberta Investor Services)

3 Lean into Local Groups and Operators

Facilitate access, streamline permitting and licensing for operators (guides, outfitters, recreation user, volunteer groups) and the public
Enable access for local recreation, volunteer and for-profit ventures to build or enhance tourism and recreation infrastructure.
Unlock the value of underused community assets (e.g. municipal reserves, heritage buildings)

4 Invest in Places Your Community Values

Leverage investments in the visitor economy to improve livability, retain youth, and embed local culture and values in everyday community life
Invest in or partner to enhance natural, cultural, and recreational assets that serve both locals and guests

5 Collaborate Across Communities

Work closely with Destination Management Organizations (DMOs), Travel Alberta, and local business leaders
Partner on regional strategies that reflect shared identity and unlock broader opportunity

How Tourism Works

Tourism is about movement, spending, and local impact.

A visitor is anyone who travels more than 40 km from home, even just for the day, and spends money while away. That means sports tournaments, lake weekends, business trips, weddings, and rodeo nights all count.

Visitor spending flows through almost every part of Alberta’s economy: gas stations, cafés, hotels, museums, campgrounds, shops, and professional services.

Every $100 spent by a visitor generates $67of additional economic spinoff activity

Harvesting the Financial Benefits of Tourism

Tourism is one of Alberta’s fastest-growing sources of municipal tax revenue.

Since 2019, tourism-related assessment growth has added $100M+ annually to municipal coffers, growing at 8.36% annually, faster than the TSX.

Tourism delivers direct returns to local budgets, funding infrastructure and easing resident tax burdens.

Securing the Alberta Way of Life

Tourism helps keep communities vibrant, bringing life back to community halls, powwows, and small-town main streets. It gives families reasons to stay, invites new residents to belong, and builds pride of place.

Between 2016–2021, Alberta lost 18,000 rural residents and 28,300 agriculture jobs. Tourism is helping reverse that trend by creating local opportunities and celebrating Alberta culture.

Number of Alberta Tourism Businessesgrew by 10.9% in 2024 to over 28,000province-wide (98% SME’s).

Attracting Investment & Export Growth

Tourism opens doors for investment and new export markets, from Alberta beef and grain to craft spirits, outdoor gear, and cultural goods. Visitors often become customers, partners, and ambassadors.

Tourism added $3.5B in 2024 export revenue, strengthening rural Alberta’s draw foragri-food, tech, and manufacturing.

What Tourism Operators Can Do This Election

Your Voice Matters This Municipal Election

Municipal elections are a chance to make tourism a local priority. As a tourism operator, your experience and perspective can help shape policies that impact your business and community.

Tourism Impacts by Riding 2024 vs 2023

Alberta’s visitor economy is a powerful driver of jobs, tax revenue, community infrastructure, and global appeal, yet many elected officials remain unaware of its full impact in their ridings.

To help bridge this gap, TIAA has developed Tourism Impact Sheets at both the federal and provincial levels, providing data on tourism businesses and employment to support conversations with decision-makers.

1 Share Key Tourism Messages

Use these talking points when speaking with candidates or community groups:

Tourism grows local jobs and small businesses.
Visitor spending supports infrastructure and services that benefit residents.
Investing in tourism is investing in community vibrancy and economic growth.

2 Engage With Candidates

Attend local candidate forums and introduce yourself as a tourism operator.
Ask questions like: “What is your plan to support local tourism and small business development?”
Share how your business contributes to the local economy and quality of life.

3 Mobilize Your Network

Encourage your staff, customers, and partners to vote and learn about how tourism supports the community.
Use your social channels to highlight tourism’s value and invite followers to engage with local candidates.

4 Stay Informed

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