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.

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.

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

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.

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.

 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.