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.

The Tourism Industry Association of Alberta (TIAA) submitted a response to the Government of Alberta's Draft Plan for Parks, urging the province to adopt a more inclusive, growth-oriented vision. While supporting strict environmental standards, TIAA highlighted that the draft relied on outdated data and overly restrictive management. It failed to reflect Alberta’s rapid population growth and shifting demographics, largely missing the voices of urban dwellers, newcomers, and diverse user groups. TIAA advocated for strategic infrastructure investments, data-driven planning, and a balanced approach that integrated ecological stewardship with recreation, wellness, and Alberta's vibrant visitor economy.

Nation-leading growth with spending surging to $14.4 billion. Pivotal achievements include the launch of the "Higher Ground" strategy, passing the All-Seasons Resort legislation, and expanding TIAA’s influence in regional and rural destination development.

The Tourism Industry Association of Alberta (TIAA), submitted to the Ministry of Forestry and Parks a historical perspective along with strategic recommendations to Alberta Parks.   TIAA has a number of recommendations and observations to offer with respect to the aims of outdoor recreation and tourism. The submission captures those perspectives, specific responses to the Plan for Parks survey, and, a summary of some important historical facts that contextualize Alberta’s initial path to support the development of its outdoor recreation and tourism assets.  The submission recognizes Alberta Parks are a deeply important public service that holds a prominent place in the Alberta narrative and in our quality of life.

Evaluates 2023’s $12.7 billion performance while navigating 2024 economic headwinds. Focuses on the policy conditions needed to reach the $25 billion target, emphasizing investment attraction, tax credit competitiveness, and creating a stable business environment for private capital.

2024 analysis of the current state of the tourism workforce, identifying key challenges and opportunities for growth and development. 

The report is informed by landmark recommendations made in a 2023 TIAA policy paper, “Labour Market Study of Alberta’s Tourism Sector,” as well as the directions articulated under the “People and Careers” pillar of the Alberta government’s Higher Ground Tourism Strategy. In particular, this report focuses on a suite of prescriptive actions that could be taken to strengthen the ‘talent pipeline’ that supports tourism.