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Tourism is one of the province's largest industries, employing 90,000 Albertans and generating more than $5 billion in revenue annually.

Alberta is home to five of Canada's 15 UNESCO World Heritage Sites, including Dinosaur Provincial Park, which protects one of the world's largest dinosaur deposits. More than 12 per cent of Alberta's land base, approximately 82,000 square kilometres (31,660 square miles), is protected in 5 national parks, four national wildlife areas, and 480 provincial parks.

Alberta's towns have many unique attractions to offer as well, such as the largest pysanka (Easter egg) in the world in Vegreville and the Starship Enterprise Replica in Vulcan.