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  • TIAA Membership


    TIAA's Role

    Enhancing the policy and business conditions for tourism operators toward developing a $20B industry by 2030.

    Through industry leadership and partnerships, TIAA is committed to helping our hardest hit sector recover in full.    


    What's New
  • Policy & Advocacy

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    Supporting Tourism

    TIAA advocates for policy that supports the growth and sustainability of all facets of Alberta’s tourism economy.

    Alberta's tourism industry has shown extraordinary resilience this last year, and we will recover even stronger together.    


    Policy Focus
  • Tourism Impact

    Did You Know?

    Nearly 10% of the province’s jobs are attributable to tourism-related business activities?

    Tourism is an industry that puts Alberta on the world stage and assists with attracting visitors, trade and foreign investment.    


    Industry Facts
  • Value Through Advocacy


    Become A Member

    "While we have an incredible backdrop, we’ve lacked a lead agent to unify Alberta’s advocacy, and we cannot simply rely on our good looks for our industry’s future."

    ~ Lindsey Galloway, President, Chief Executive Officer & Chief Storyteller at Heritage Park Historical Village    


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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 - February 2023

Tourism Advocacy Summit is Returning this month for 2023

The industry's premier event is back and better than ever. Over two days at the stunning JW Marriott Edmonton ICE District hotel, learn about current government priorities, to gain political insights from industry and media observers, and for you to share your industry points-of-view with elected and nonelected representatives

With an election on the political horizon, TIAA encourages all industry champions to attend to show those in government and opposition the breadth and experience of the industry

Learn More


New First-of-its-Kind Study Reveals the Economic Impacts & Employment Contribution of Alberta’s Tourism Industry

A new landmark study conducted by TIAA reveals that from a job creation perspective, Alberta’s tourism sector creates the most jobs per dollar of provincial government funding.

Read the full report below: 

Read Full Report



New Travel Indicators

Travel Alberta has released new numbers on visitor's likeliness to travel.

Learn more and view the interactive dashboard. 

View now


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. Simply fill out the fields below and click "subscribe".