TIAA’s vision is that Alberta’s tourism industry will be the driving force of sustainable, community economic development.

We represent all aspects of the diverse tourism ecosystem in Alberta; ensuring that future opportunities are leveraged and issues affecting the industry are addressed.

Tourism's voice matters more than ever. And, TIAA’s voice as a proxy for the sectors that comprise the visitor economy matters more than ever. The single most important thing we can do at this time is ensure tourism operators are aware of TIAA so we can offer our support. In these challenging times, we cannot stress how important it is to work together, elevate our collective needs to decision makers, and join forces to reduce industry risks during our recovery.

The Latest from TIAA - September 2024

An Alberta Tourism Industry Workforce Housing Strategy:
Towards Long-Term Labour Force Planning for a Growing Industry
 

The Tourism Industry Association of Alberta is pleased to share with you the newly released Alberta Tourism Industry Workforce Housing Strategy. This study was a collaborative effort of Alberta tourism partners and was made possible with the generous support of the following organizations: Edmonton Destination Marketing Hotels (EDMH), Calgary Hotel Association (CHA) and Banff & Lake Louise Hospitality Association (BLLHA).

This report addresses one of the most pressing challenges facing our sector: workforce housing. With the province’s ambitious goal to increase visitor spending to $25 billion by 2035, ensuring that our workforce has access to affordable housing is crucial to sustaining and growing Alberta’s tourism industry.

The report outlines key issues and strategic recommendations to overcome housing challenges in both established tourism communities and urban centres. It emphasizes the need for coordinated efforts among industry, government, and municipalities to develop sustainable housing solutions that support the attraction and retention of the 100,000 additional employees required by 2035.

Below is a summary of the key points and recommendations from the strategy.

Alberta Tourism Industry Workforce Housing Strategy: 

1. Tourism Industry Growth and Housing Affordability:

   • Alberta’s tourism industry is expected to require an additional 100,000 employees by 2035 to meet the $25 billion target in visitor spending.

   • Housing affordability remains a critical barrier, particularly in tourism-based communities like Banff, Jasper, and Canmore, where the cost of living is disproportionately high compared to wages in the tourism sector.

      

2. Workforce Housing Challenges:

   • The seasonal nature of the industry, high demand for short-term rentals, and limited supply of entry-level housing exacerbate the affordability crisis.

   • In urban centres like Calgary and Edmonton, tourism employees face tight housing markets without the same level of employer-provided accommodations available in resort communities.

      

3. Jasper Housing Recovery Strategy:

   • Following the devastating wildfires, rebuilding Jasper’s workforce housing is imperative for the recovery of the town’s tourism economy. TIAA advocates for a comprehensive strategy involving all levels of government and industry stakeholders to restore and enhance housing availability in the region.

      

4. Recommendations:

   • Develop a province-wide tourism industry workforce housing strategy in collaboration with the Alberta government, municipalities, and industry leaders.

   • Adjust the board and lodging employee deduction limitations to reflect market prices and remove disincentives for employers to invest in employee housing.

   • Partner with municipalities to explore housing cooperatives, trusts, and other mechanisms to provide affordable housing for tourism employees.

   • Establish a policy framework for short-term rentals to ensure fair competition with traditional hotels.

   • Incorporate workforce planning and housing considerations into Travel Alberta’s tourism development zone strategies.

      

As members of TIAA, your continued support and involvement are vital as we work together to address these challenges and implement solutions that will ensure the long-term sustainability and growth of Alberta’s tourism industry.

Thank you for your commitment to our industry. We look forward to your feedback and continued collaboration as we move forward with this critical initiative.

Read the full report here.

August 2024

Alberta’s Plan for Parks

The Tourism Industry Association of Alberta (TIAA) today tendered its thoughts and recommendations on Alberta’s Plan for Parks.  This is your opportunity to help shape the future of Alberta’s parks by completing the Plan for Parks survey before it closes, August 18th. https://loom.ly/gPvdDZ0

Why Your Voice Matters?

Leaders in sustainable park management, like BC, have demonstrated that high-quality visitor recreation and nature-based amenities are key to supporting the aims of long-term environmental sustainability and regenerative practices.

Says TIAA President & CEO, Darren Reeder, “Alberta’s parks are inextricably linked to provincial identity.  They are where Albertans go to recharge, reconnect, and remember what truly matters. That they are maintained, nurtured and invested in is all part of the ongoing stewardship efforts Albertans are counting on.”

Nevertheless,  TIAA’s submission highlights the fact that decades of under-investment have taken their toll, particularly when adjusted to Alberta’s rapidly growing population and its expectations for meaningful tourism and outdoor recreation connection opportunities.

“To keep our parks vibrant and welcoming, we must invest-up in the high-quality experiences, activities, and amenities that Albertans love—whether it’s biking, hiking, camping, glamping, or simply enjoying the outdoors. Thoughtfully placed services not only enhance Albertans' experiences, but also protect the integrity of these treasured spaces,” says Reeder.

Your input will help ensure the Government of Alberta supports the creation of experiences that resonate with Albertans, Canadians, and the world—ensuring these spaces stay accessible, meaningful, and sustainably used.

'No one will protect what they don’t care about; and no one will care about what they have never experienced.'

—David Attenborough

Read the Full TIAA Submission: https://loom.ly/LJoKlg4
Complete the Survey: https://loom.ly/gPvdDZ0

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