Source: Government of Canada regional news (2)
In 2024, Alberta’s government launched Higher Ground: A Tourism Sector Strategy. The strategy will unleash Alberta’s visitor economy potential by charting the path towards a bold and ambitious goal of growing Alberta’s visitor economy from $10 billion a year to $25 billion annually by 2035 while creating jobs and economic opportunity for all regions of the province.
This push by the province to prioritize the visitor economy is already seeing results, with tourism continuing to be Alberta’s number one service export sector, bringing jobs, dollars and prosperity into the province’s economy. Last year alone, the tourism industry supported more than 85,000 jobs in Alberta.
“There’s no better time than now to experience Alberta. I’m proud of the work our government has done to showcase our province as a must-see world-class tourism destination. Visitors spent a record-breaking $14.4 billion in our province and I think these latest numbers prove that the world wants more Alberta.”
According to the latest Statistics Canada data released on May 30, visitors in Alberta surpassed the province’s previous record of $12.8 billion in 2023 by 12 per cent. The growth is driven by significant international and steady domestic travel by Canadians even in the face of economic uncertainties.
“Alberta’s visitor economy is thriving, thanks to the bold investments in developing and promoting world-class destinations, hard work and commitment from partners across the province, and an unwavering belief in the power of the visitor economy to drive long-term prosperity. We look forward to continuing this great momentum, with tourism growth that’s outpacing other provinces across the country.”
These indicators clearly show that the work of Travel Alberta and the province’s continued investment in Alberta’s visitor economy is paying off – strengthening the economy and creating more jobs for Albertans. By prioritizing the visitor economy, Alberta’s government is continuing to fulfill its commitment to making the province the best place to live, work, visit and play.
Quick facts
- Statistics Canada determines spending from people travelling from international countries through their Visitor Travel Survey.
- According to the latest Statistics Canada data released on May 30, visitors in Alberta spent $14.4 billion in 2024, surpassing the province’s previous record of $12.8 billion in 2023 by 12 per cent.
- Tourism expenditures in Alberta grew at four times the national average
- B.C. (2.5 per cent)
- Ontario (-2.3 per cent),
- Québec (seven per cent).
- Top expenditure growth catagories were (year over year):
- Expenditures in Accommodation (34 per cent)
- Recreation & Entertainment (19 per cent)
- Food & Beverage (16 per cent)
- Expenditures in Retail & Other sector remained unchanged while Transportation declined marginally by one per cent compared to 2023.
- International visitor spending increased by 16 per cent
- Tourism expenditures in Alberta grew at four times the national average
- Travel Alberta is the province’s destination management organization, which supports the growth of Alberta’s visitor economy by developing new experiences and destinations, promoting these destinations to the world, and attracting investment in the sector.
Related information
- Travel Alberta visitor spend data
- Higher Ground: A Tourism Sector Strategy
- Travel Alberta Annual Report 2023-24
Related news
- En route to Alberta (April 15, 2024)
- Alberta tops Canada in tourism growth (April 8, 2025)
- Supporting new adventures in Alberta (January 23, 2024)