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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 - Oct 2023


Economic Impact Updates

Federal and Provincial Riding Sheets Released

On September 25th TIAA released updated Federal and Provincial Riding sheets.  These highly informative one-pagers contain comparative analysis for business and employment data between 2019 and 2022 on a riding-by-riding basis.

They are intended to use as a tool when discussing the tourism economy.  These sheets have been one of the most effective methods to communicate that tourism is an industry of industries and its economic contribution is underestimated as a result.   Tourism is one of the few industries that touches every part of Alberta. 

Federal Riding Sheets

Provincial Constituency Sheets

Economic Significance of Travel in Alberta (1 Page)



Dedication of the Alberta Tourism Levy to Support Goal of a $20 Billion AB Tourism Industry

The Tourism Industry Association of Alberta (TIAA) supports funding mechanisms to achieve sustainable industry growth.

The Tourism Industry Association of Alberta (TIAA) recently highlighted the significance of tourism to Alberta's economy in communications with Ministers Schow and Horner. TIAA's communication focuses on the proposed exclusive use of the Alberta Tourism Levy (ATL) for tourism marketing and development. In TIAA's latest comparative economic impact study indicates that tourism offers greater job creation potential than sectors like Energy and Agriculture. The data suggests a compelling return on investment for tourism, emphasizing its importance in achieving Alberta's $20B visitor economy target. 

Read TIAA's submission to the GOA on the ATL

TIAA Releases GOA Mandate Insights and Alignment Overview

TIAA has released analysis of the Government of Alberta ministry mandates, and how the Premier's specific expectations for each ministry align to TIAA member needs, and expectations. The report presents full overview of the Ministries which are linked to Alberta's tourism economy as well as TIAA alignment on mandate expectations for each Ministry. 

This 5 minute read is the fastest way to get insight on the provincial policy and funding issues that matter most to our industry in Alberta.

TIAA GOA Mandate Insights 2023

Upcoming Events

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