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.
2020
Travelling Forward: Adapting to COVID-19 in Tourism
Explores innovative business model adaptations and operational shifts required to meet new health standards and traveler expectations. Focuses on future-proofing the industry by integrating hygiene protocols and digital solutions into the core guest experience.
2020
Presentation: Standing Committee on Alberta's Economic Future
Slides from the official presentation to the Legislative Standing Committee. A economic briefing to provincial legislators on the collapse of the visitor economy and the path to reconstruction. Uses visual data to illustrate revenue gaps and the multiplier effect of tourism spending on regional communities.
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
2020
Travelling Forward: Adapting to COVID-19 in Tourism
Explores innovative business model adaptations and operational shifts required to meet new health standards and traveler expectations. Focuses on future-proofing the industry by integrating hygiene protocols and digital solutions into the core guest experience.
2020
Presentation: Standing Committee on Alberta's Economic Future
Slides from the official presentation to the Legislative Standing Committee. A economic briefing to provincial legislators on the collapse of the visitor economy and the path to reconstruction. Uses visual data to illustrate revenue gaps and the multiplier effect of tourism spending on regional communities.