SIGNATURE RESEARCH
Research and evidence-based insights driving Alberta’s visitor economy. From high-level economic impact modeling, to deep-dives into the critical lynchpins of industry success, such as workforce housing availability and the evolution of a competitive compensation culture, this library serves as a strategic resource for operators and policymakers alike. Analyze the structural challenges and opportunities that define our path as a growing sector, ensuring our advocacy is grounded in data that reflects the true value of tourism to Alberta’s prosperity.
ECONOMIC IMPACT
2020
Advisory Panel: Call to Action to Accelerate Recovery
Synthesizes high-level recommendations from the Industry Advisory Panel to restore business viability and accelerate the return of the province's visitor economy post-COVID. Focuses on immediate stimulus measures and the structural changes required to rebuild industry-wide resilience.
2021
Economic Significance of Travel in Alberta 2021
Mapping the $8.2 billion pre-pandemic ecosystem reveals 25,546 businesses that drive Alberta’s diverse visitor economy. These data-driven insights quantify the $1.56 billion international revenue collapse, underscoring the vital need for targeted, sector-specific support.
2021
ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY - STUDY OVERVIEW
Study Overview
Geographic and economic modeling captures a $2.8 billion impact that currently supports 36,000 full-time equivalent jobs across Alberta. Identifying the sector as a massive untapped resource, it makes a compelling case for increased government investment to secure our natural heritage.
2021
Understanding Alberta's Growing Crown Land Economy
Quantifies the untapped economic potential of Alberta’s public lands, documenting billions in annual trip-related expenditures. Establishes the technical baseline for viewing Crown land recreation as a prioritized industry for sustainable provincial growth.
2021
CONTRIBUTIONS OF ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY
Infographic
AB Crown Lands Economic Impact quantifies a $2.8 billion GDP contribution and advocates for a paradigm shift in how the government views and supports the outdoor recreation economy. A management transition is required to prioritize recreation as a key industry capable of fueling sustainable, long-term economic growth.
WORKFORCE
2024
TIAA Alberta Tourism Industry Workforce Housing Strategy
o support Alberta’s goal of growing tourism spending to $25 billion by 2035, the province will need an additional 100,000 workers across urban and resort destinations.
This strategy outlines policy reforms, cross-government partnerships, and targeted workforce housing solutions essential to overcoming structural affordability barriers and sustaining the tourism talent pipeline.
RESEARCH AND POLICY
2020
Advisory Panel: Call to Action to Accelerate Recovery
Synthesizes high-level recommendations from the Industry Advisory Panel to restore business viability and accelerate the return of the province's visitor economy post-COVID. Focuses on immediate stimulus measures and the structural changes required to rebuild industry-wide resilience.
2021
Understanding Alberta's Growing Crown Land Economy
Quantifies the untapped economic potential of Alberta’s public lands, documenting billions in annual trip-related expenditures. Establishes the technical baseline for viewing Crown land recreation as a prioritized industry for sustainable provincial growth.