Skip to Main Content

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 - May, 2024



Alberta Tourism Tax Credit


As the provincial strategy pivots on drawing more high-value visitors who will contribute to our local tourism offerings, the continued engagement of Albertans is essential for reaching our ambitious target of $25 billion in tourism spending by 2035. Economic modelling by Travel Alberta suggests a substantial increase in local (Alberta) spending from $6 billion in 2022 to $12 billion by 2035 would be needed to achieve the revenue targets released as part of the Alberta Tourism Growth Strategy. The Alberta tourism industry believes that a significant catalyst would accelerate this process — a catalyst that not only educates but also inspires Albertans to explore both new and well-loved destinations within our province.

Today, we are pleased to release the Alberta Tourism Experience Tax Credit (ATETC) policy proposal. Designed to stimulate domestic (Alberta) tourism, this tax credit would incentivize Albertans to spend their vacation dollars within the province.  We have attached a copy of the Alberta Tourism Experience Tax Credit (ATETC) policy paper to this email.  The tax credit has been designed increase visitation, boost expenditures, minimize financial leakage to other markets, and target tourism spending in regions during their off-peak periods—all while supporting sustainable labor planning and career development in the tourism sector year-round.

Not just an economic tool, the ATETC would also serve as an invitation to Albertans to deepen their connection with our province’s stunning landscapes, rich history, diverse cultures and vibrant communities.  Alberta is calling all of us to explore.

Outlined in the attached policy paper are the recommendations for a three-year pilot of this refundable tax credit, with features that include:

  • A 20% credit, up to $500 per household (on a $2,500 spend) and $250 per individual (on a $1,250 spend).
  • Applicability to expenses like accommodations, daily admissions, gear rentals, food and beverages, and parking for trips over 40km one-way.
  • Availability for use between October and May to boost off-peak travel.
  • Additional promotional efforts to encourage Albertans to discover new locations and experiences right here at home.

    Announcing the Alberta Tourism Experience Tax Credit! 

    We are excited to share the release of the TourismIndustry Associaiton of Alberta's latest policy proposal aimed at boosting Alberta's tourism industry — the Alberta Tourism Experience Tax Credit (ATETC). This innovative policy is designed not just as an economic tool but as an invitation for all Albertans to rediscover and deepen their connection with our province’s stunning landscapes, rich history, diverse cultures, and vibrant communities.

    Here’s what you need to know about the ATETC:
  • Boosting Local Economy: The ATETC aims to increase local Albertan tourism spending substantially, with an ambitious goal to elevate it from $6 billion in 2022 to $12 billion by 2035. This aligns with our provincial target of $25 billion in total tourism spending.
  • Supporting Sustainable Tourism: Scheduled between October and May, the ATETC encourages travel during off-peak periods, promoting year-round tourism and supporting sustainable employment in the industry.
  • Financial Incentives: The tax credit offers 20% back on eligible spending, up to $500 per household and $250 per individual. This applies to various expenses, including accommodations, admissions, gear rentals, and more, for trips over 40km.
  • Discover Alberta: With the ATETC, we invite every Albertan to explore new and cherished destinations across our province. Whether it’s the serene landscapes of the Rockies or the vibrant streets of Calgary and Edmonton, there’s always something new to discover.
  • Below is the full ATETC policy paper. We encourage stakeholders, tourism operators, and all Albertans to review the detailed proposal and see how this pivotal initiative could transform tourism in Alberta.

    Alberta is calling — our residents to explore their backyards.


Read the full ATETC report



Request for Proposal

Aligning Purpose, Profit, and Sustainability to Compensation Culture in Tourism

The Tourism Industry Association of Alberta is announcing a Request for Proposal (RFP) #003-2024: Aligning Purpose, Profit, and Sustainability to Compensation Culture in Tourism. TIAA seeking a qualified vendor to conduct a comprehensive study and develop a training program aiming to transform Alberta's tourism sector.

TIAA aims to contract with a firm experienced in job evaluation, compensation studies, economic modelling, strategic management advisory services, and program execution. The goal is to pioneer change that aligns compensation culture with the broader purposes of profit and labour force development and sustainability in the Alberta tourism and hospitality sector. This project is part of the synthesis of deliverables from a study entitled: Labour Market Study of Alberta’s Tourism Sector.  This project has been made possible by the Government of Alberta’s Labour and Workforce Strategies Grant Program under the Ministry Jobs, Economy and Trade.

The results of this research will be shared broadly within Alberta’s tourism and hospitality sector with TIAA engaging a service provider to further support tourism businesses desiring assistance to evaluate and/or enhance HR compensation systems, budget models and labour force culture to improve overall labour attraction, retention, and business profitability.  The end result is to foster an industry wide optimization in HR practices with far reaching benefits for employees, operators and communities.

In the spirit of strengthening an inclusive and equitable tourism industry, the Tourism Industry Association of Alberta (TIAA) emphasizes the critical importance of Indigenous tourism stakeholders' involvement and the integration of diversity, equity, and inclusion (DEI) principles in redefining labor costs and compensation culture within Alberta's tourism sector. This RFP invites proposers to demonstrate a committed approach to incorporating these essential considerations into their project planning and execution.

The selected contractor will conduct in-depth analyses, including global best practices review, economic modeling, and stakeholder engagement, culminating in a comprehensive report, an online educational portal, and a pilot training program.

Funding & Support:
This project has been made possible through a Labour Market Development Agreement
The Province of Alberta is working in partnership with the Government of Canada to provide employment support programs and services.

RFP Details:
RFP Number: 003-2024
Issue Date: March 7, 2024
Closing Date: April 5, 2024, 5:00 PM MST




New Releases:
2024 State of the Industry Performance Report & Comparative Economic Impact Analysis


TIAA has released 2 new reports:


(NEW) 2024 State of the Industry

The 2024 State of the Industry report provides an insightful examination of Alberta's tourism sector, focusing on its recovery trajectory and emerging challenges. It highlights the sector's resilience and growth, underscored by increased visitor expenditures and strategic opportunities for further development. The report also emphasizes the critical role of government policy and support in addressing sector-specific challenges such as labor shortages and the need for enhanced air access. This document is essential for stakeholders seeking to understand the current landscape and future prospects of Alberta's tourism industry, offering valuable data and recommendations to inform strategic planning and investment decisions.

To find out how the industry performed in 2024 please click on the link below:



(NEW) Comparative Economic Impact Analysis and Recommendations

The Alberta Tourism Industry Economic Impacts & Recommendations report provides a comprehensive analysis of the economic contributions and challenges faced by the tourism sector in Alberta. Highlighting the industry's resilience post-COVID-19, it showcases substantial growth in visitor expenditures, surpassing pre-pandemic levels. This report is critical for stakeholders aiming to understand the sector's impact on the province's GDP and employment, offering strategic recommendations to double tourism expenditures by 2035. It emphasizes the need for an integrated approach to policy, investment, and marketing to sustain and enhance this vital economic driver, making it essential reading for industry professionals and policymakers.

For important talking points in an easy to digest document please click below:






2023 TIAA-Leger Summer Pulse Survey

Post-Summer TIAA Survey 2023 - Business Conditions Continue to Improve but Headwinds Impacting Profitability

To assist in helping businesses rebuild global pandemic and to understand the top issues affecting the tourism industry, the Travel Industry Association of Alberta (TIAA) continues to conduct a semi-annual online survey of tourism businesses across the province. The research is designed to track against previous waves (where applicable) and to provide up-to-date data on:

The top issues facing the tourism sector

  • Business viability by year end
  • Business conditions if the market stays where it is
  • Impact of rising costs of inputs
  • Rising costs such as insurance premiums and inflation
  • Labour force challenges
  • Finance and debt

The surveys assess the current (and future) state of tourism businesses in the province. Results will be used to help educate operators across the province and help businesses recover over time by creating better understanding of the current situation, anticipated challenges, and available opportunities.

Throughout the current report, results are compared to previous waves (eg. February, 2023), as applicable.

Summer on Balance

  • 77% of businesses reported that they performed better than expected during the latest tourism season (May-Sep, 2023)
  • Consistent with Feb 2023, inflationary impacts continue to be the biggest challenge facing organizations during the summer season (59%), followed by labour supply (42%).
  • In Oct 2023, 31% reported that their pre-pandemic levels of operations have already returned (17%) or have already surpassed (14%) pre-pandemic levels of operations, up directionally from Feb 2023.
  • Labour costs is the area that businesses feel the most pressure related to inflation (62%), followed by food (52%) and fuel (51%).
  • When considering staffing challenges, inability to pay wages offered in other sectors is the #1 challenge (53%). Half of businesses (50%) rank shortage of suitable workers as one of the top five staffing challenges.

TIAA-Leger Summer Pulse Survey 2023

TIAA-Leger Summer Pulse Survey 2023 Executive Summary


Upcoming Events

Subscribe to TIAA's newsletter for the latest on Alberta's travel and tourism. Anyone can sign up for TIAA's newsletter, which offers tailored content on tourism policy and advocacy, industry and government news, and events in Alberta.