As part of the provincial process of Sub Regional Planning Engagements, and informed by completed SRPs to date TIAA submitted a technical submission on the SRP process.  The submission carries forward the cumulative work on Crown Lands and previous submission on Alberta Plan for Parks, surveys.  The guidance outlines what the Alberta tourism industry believes SRPs must consistently include to support the Government of Alberta's sector goals and approved policies.

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.

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.

Broad labour market study conducted in Alberta.  Study identified and quantified post-pandemic challenges in maintaining Alberta's tourism labour force.  Five broad categories of recommendation include: Workforce Infrastructure, HR Practices, Immigration, Education and Reputation

Six Action Items

Strategic roadmap detailing six key action items including establishing provincial Office of Outdoor Recreation to coordinate policy and eliminate government silos. Proactive land-use planning is highlighted as the primary mechanism to stem the leakage of recreational investment to neighboring provinces.