Focuses on enhancing global competitiveness amid a high-risk economic outlook. Provides actionable strategies to navigate geopolitical headwinds, emphasizing destination development and strategic policy interventions required to achieve the province’s ambitious long-term tourism revenue targets.

Results of the Annual Alberta Tourism Business Conditions Survey conducted by Leger for the Tourism Industry Association of Alberta to track business performance and industry outlook. It details a cautious optimism for the year ahead while highlighting significant structural challenges, including rising operating costs and persistent labour force pressures across the province.

The report analyzes the economic consequences of Budget 2026-27's increased tourism fees and the political uncertainty regarding a potential separation referendum on Alberta’s visitor economy. Economic modeling projected that these changes would trigger an immediate $164 million annual contraction in visitor spending, resulting in the loss of 813 jobs and $119 million in provincial GDP. Furthermore, the findings highlight a significant investment chill that has sidelined $271 million in private capital, creating a total long-term risk of $1.233 billion in visitor expenditures and over 6,125 jobs.

 Currently the province's fourth-largest export, valued higher than cattle, wheat, or wood, tourism provides a unique trade advantage, with nearly half of its revenue originating outside the U.S. compared to just 10% for other sectors. To protect the goal of $25 billion in spending by 2035, the framework calls for a "whole-of-government" approach that aligns tourism with international trade agreements, doubles its share of Foreign Direct Investment (FDI) by 2030, and uses the sector as a gateway to attract global talent and investment into Alberta’s broader energy and agricultural industries.  Alberta could radically enhance its internatational competitiveness by elevating tourism from a service industry to a strategic export, utilizing it as a vital hedge against market overdependence and a front door to new markets.

Repositions tourism as a strategic economic trade enabler, successfully catalyzing a federal Senate Inquiry into tourism. Showcases Alberta’s record growth and advocates for full Tourism Levy reinvestment to drive continued private-sector confidence and investment.

Offers forward-looking analysis of Alberta’s tourism health, balancing record provincial growth with recovery efforts in Jasper. Emphasizes the necessity of sustained marketing reinvestment and policy alignment to maintain Alberta’s competitive edge within the national visitor economy.