Focuses on enhancing global competitiveness amid a high-risk economic outlook. Provides actionable strategies to navigate geopolitical headwinds, emphasizing destination development and strategic policy interventions required to achieve the province’s ambitious long-term tourism revenue targets.

Results of the Annual Alberta Tourism Business Conditions Survey conducted by Leger for the Tourism Industry Association of Alberta to track business performance and industry outlook. It details a cautious optimism for the year ahead while highlighting significant structural challenges, including rising operating costs and persistent labour force pressures across the province.

The report analyzes the economic consequences of Budget 2026-27's increased tourism fees and the political uncertainty regarding a potential separation referendum on Alberta’s visitor economy. Economic modeling projected that these changes would trigger an immediate $164 million annual contraction in visitor spending, resulting in the loss of 813 jobs and $119 million in provincial GDP. Furthermore, the findings highlight a significant investment chill that has sidelined $271 million in private capital, creating a total long-term risk of $1.233 billion in visitor expenditures and over 6,125 jobs.

 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.

Repositions tourism as a strategic economic trade enabler, successfully catalyzing a federal Senate Inquiry into tourism. Showcases Alberta’s record growth and advocates for full Tourism Levy reinvestment to drive continued private-sector confidence and investment.

Offers forward-looking analysis of Alberta’s tourism health, balancing record provincial growth with recovery efforts in Jasper. Emphasizes the necessity of sustained marketing reinvestment and policy alignment to maintain Alberta’s competitive edge within the national visitor economy.

Nation-leading growth with spending surging to $14.4 billion. Pivotal achievements include the launch of the "Higher Ground" strategy, passing the All-Seasons Resort legislation, and expanding TIAA’s influence in regional and rural destination development.

Evaluates 2023’s $12.7 billion performance while navigating 2024 economic headwinds. Focuses on the policy conditions needed to reach the $25 billion target, emphasizing investment attraction, tax credit competitiveness, and creating a stable business environment for private capital.

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.

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

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

Celebrates a disciplined plan resulting in $10.7 billion in spending. Major achievements include the landmark Labour Market Study release and successful advocacy ensuring government mandate letters recognize tourism as a vital economic driver for Alberta’s diversification and job creation.

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

The inaugural report establishes a data-driven post-recovery roadmap. It provides foundational benchmarks for Alberta’s visitor economy, analyzing domestic travel trends and identifying the strategic policy priorities required to guide the industry back to a competitive, growth-oriented footing.

Highlights a record-breaking recovery with expenditures hitting $10.7 billion—surpassing targets two years early. Key achievements include hosting the first Alberta Tourism Advocacy Summit and forming the Tourism Workforce Recovery Task Force to address critical structural labour shortages.

Economic Significance of Travel in Alberta 2021

2021 Tourism Week advocacy messaging focused on business liquidity and a predictable roadmap for lifting health-related operational restrictions. Prioritize the expansion of the Small & Medium Enterprise Relaunch Grant (SMERG) to protect tourism operators currently on the brink of closure.

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.

Systemic immigration reform and a pan-Canadian workforce strategy are essential to resolving chronic labor shortages that threaten the industry’s global competitiveness. Cross-jurisdictional recommendations to align public policy with the long-term human resource needs of the visitor economy.

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.

Industry non-negotiables for the federal election center on the extension of wage and rent subsidies through the 2022 summer season. Advocacy focuses on reducing aviation taxes and streamlining visa processes to rebuild international market access and provincial competitiveness.

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.

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.

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.

Tourism recovery blueprint from TIAA proposes a provincial travel tax credit and immediate demand-stimulus marketing to save the summer tourism season. The plan advocates for critical liquidity supports to bridge the gap between restriction-era survival and full operational restart.

TIAA's new report quantifies a $2.8 billion GDP contribution and advocates for a paradigm shift in how the government views and supports the outdoor recreation economy. 

High-level federal interventions are recommended, including qualified financial relief for businesses with revenue losses over 40% and a dedicated immigration pathway. This submission frames the tourism crisis as a unique economic challenge requiring tailored solutions beyond general business support programs.

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.

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.

TIAA strategic analysis provided for the development of Alberta's long-term tourism vision.

TIAA's official stance and industry feedback regarding Daylight Savings changes.

Provides members with an actionable toolkit of research and messaging designed to drive local engagement with elected officials. Equips grassroots advocates with the specific data points needed to influence regional policy decisions during a time of crisis.

Advocates for a provincial travel incentive   program designed to "game" local tourism spending and support the   domestic recovery. Connects consumer tax credits directly to business   liquidity, aiming to bridge the revenue gap during restricted travel periods.

Destination Canada Intelligence report on domestic travel trends and impacts during the COVID-19 crisis.

Official TIAA news release regarding the economic impact of the Crown Land outdoor recreation sector.

Formal response and input on the government’s proposed Crown Land Vision, ensuring that recreation is recognized as a primary economic driver rather than a passive land use. Urges the government to protect recreational access and integrate tourism potential into long-term land management plans.

Annual summary of TIAA activities, advocacy wins, and organizational milestones.

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.

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.

TIAA’s formation as the unified voice for Alberta’s visitor economy. Key achievements include securing a Parliamentary Secretary for Tourism and delivering a 40-recommendation "Call to Action," establishing the "whole-of-government" framework necessary to stabilize the industry during the global pandemic.

Formal input provided to the Red Tape Reduction Panel on behalf of the industry.

Direct appeal for immediate financial   intervention and a sector-specific recovery framework to prevent the   permanent collapse of hardest-hit operators. Outlines the catastrophic   economic risk of inaction and emphasizes tourism's role in Alberta’s overall   fiscal stability.

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.

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.

Detailing the establishment, purpose, and goals of the Tourism Industry Association of Alberta.

The official corporate bylaws as approved by the Corporate Registry.