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
Parks Visitor Management & COVID-19 Report
Analyzes real-time visitor pressures and management friction points that emerged as Albertans pivoted to outdoor recreation during initial lockdowns. Provides data-driven observations to help operators and agencies balance environmental stewardship with unprecedented public demand.
2020
TIAA - Call to Action Report (Alberta's Visitor Economy)
Defines the strategic roadmap for navigating the most disruptive period in the history of Alberta's tourism sector. Serves as a foundational policy document advocating for the specific relief and reinvestment necessary to preserve thousands of local livelihoods.
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
Parks Visitor Management & COVID-19 Report
Analyzes real-time visitor pressures and management friction points that emerged as Albertans pivoted to outdoor recreation during initial lockdowns. Provides data-driven observations to help operators and agencies balance environmental stewardship with unprecedented public demand.
2020
TIAA - Call to Action Report (Alberta's Visitor Economy)
Defines the strategic roadmap for navigating the most disruptive period in the history of Alberta's tourism sector. Serves as a foundational policy document advocating for the specific relief and reinvestment necessary to preserve thousands of local livelihoods.