TIAA Releases State of the Industry 2026

Welcome to the Tourism Industry Association of Alberta’s (TIAA) fifth annual State of the Industry report.

While 2025 saw national tourism indicators plateau, Alberta’s visitor economy continued to demonstrate remarkable growth. As we look toward 2026, the industry faces a complex landscape defined by both record-breaking provincial performance and significant global headwinds, particularly regarding North American trade relations.

2025 Key Performance Indicators

Alberta’s industry reached several historic milestones last year, defying broader national trends.

Total Visitor Spending: Expected to reach $14.7 billion, a 2% increase from 2024.

Employment Recovery: For the first time, tourism employment exceeded pre-pandemic levels with 265,000 jobs.

Business Growth: The province now hosts over 29,000 tourism businesses, marking a full recovery since the pandemic.

International Surge: International visitor expenditures rose by over 13%

Air Access: Alberta’s international seat capacity grew by over 100,000 seats in the first half of 2025.

New Initiatives & Policy Recommendations

While the province’s Higher Ground strategy targets $25 billion in spending by 2035, reaching this potential requires a fundamental reframing of tourism as a strategic export for Alberta. To catalyze the next phase of growth, TIAA is championing the following initiatives:

• Inter-Ministerial Committee on Tourism (IMCT)

  • A whole-of-government approach to coordinate tourism decision-making across functional areas like housing, transportation, and finance.

• Full Tourism Levy Repatriation

  • TIAA recommends immediately committing the full annual revenues of the Alberta Tourism Levy to Travel Alberta, along with an additional $60M/year for five years to support infrastructure and destination development.

• Strategic Export Focus

  • By prioritizing visitor markets in countries with Canadian Free Trade Agreements, Alberta can better support foreign direct investment (FDI) and strategic diplomatic alignment.

• All-Season Development

  • Prioritize efforts to scale product offerings that extend the visitor season year-round.

    
    

Looking Ahead to 2026

The forecast for 2026 remains positive with 3% projected growth, though we must remain vigilant. Anticipated CUSMA renegotiations and potential limits on temporary entry provisions represent significant risks to US visitation. By integrating our policy efforts and reinvesting in our product, we can ensure Alberta remains a global destination of choice.

Read the full 2026 State of the Industry Report to learn more about how we are reaching higher ground.