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
2021
ALBERTA'S CROWN LAND OUTDOOR RECREATION ECONOMY - SIX ACTION ITEMS
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.
2021
Technical Report Tourism and Recreation on Alberta Crown Lands
AB Crown Lands Study 2021 Technical Report.
Deep regional participation modeling and expenditure data provide the evidence-based foundation required to inform sound land-use policy and infrastructure investment. This dataset is the primary tool for stakeholders to quantify the economic significance of outdoor recreation as a pillar of future prosperity.
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.
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
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
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.
WORKFORCE
2024
Accelerating the Development of Alberta's Tourism Talent Pipeline
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.
2023
Alberta Labour Market Study
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
2023
Alberta Labour Market Study Detailed Recommendations
Detailed Recommendations from 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
2023
Alberta Labour Market Study Summary Information Sheets
Operator Summary - 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
RESEARCH AND POLICY
2024
Accelerating the Development of Alberta's Tourism Talent Pipeline
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.
2023
Alberta Labour Market Study
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
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.
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.