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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 - June 2023

Potential EI Premium Increases and the Impact on Alberta’s Tourism Industry

The Federal government released the 2023 Actuarial Report on the Employment Insurance Premium Rate. The program is facing a deficit of $27.2 billion, with the vast majority of this deficit ($23.6 billion) accrued as a result of pandemic related extended benefits. In order to erase the program’s deficit, the report estimates that premiums would need to increase to an average of 1.74 per cent for each of the 7 years between 2023 and 2029.

The incremental revenues that would need to be collected from business in Canada over this period are estimated at $13.6 billion. The proportion of this burden that would be borne by the 11,600 Alberta tourism businesses, employing approx. 243,000 employees equates to $166.3 million. This is a cost that the industry simply cannot afford to bear at this time. TIAA is advocating on behalf of Alberta’s visitor economy to prevent our sector from bearing even more of the financial burden from the COVID-19 pandemic.

Read TIAA’s letter to the Minister and share the message here.

Notice of Annual General Meeting

NOTICE IS HEREBY PROVIDED TO MEMBERS that the 2023 annual general meeting of the Tourism Industry Association of Alberta (TIAA) will take place virtually on Tuesday, June 27th, 2023, at 10:00am.

The AGM presents an opportunity for Full Members to: Receive a report on the association’s membership and financial capacity-building efforts, and, to hear about TIAA’s tourism advocacy efforts to the Government of Alberta. The AGM will also be an opportunity for the membership to elect the board of directors in accordance with the TIAA bylaws.

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COVID-19 Related Debt Management Impacts on Alberta’s Visitor Economy  

In a new letter to Prmier Smith and Minister Loewen, TIAA advocates for economic support for operators struggling to repay CEBA loans by the 31st of December 2023.

Read the full letter below: 


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



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