Skip to content

Notifications

Government mail service may be affected by the Canada Post labour disruption. Learn about how critical government mail will be handled.

Popular topics:

Alberta.ca Account
Explore pages:
← Part of Alberta tourism strategy

Alberta tourism strategy – Accomplishments

Learn what we've accomplished so far to grow tourism, strengthen consumer protection and attract investment.

Advancing tourism growth

Since the launching of the Higher Ground – A Tourism Sector Strategy, we are taking action to unleash Alberta’s visitor economy potential.

Through targeted legislation, strategic investments and partnerships across the province, we are continuing to make progress towards our goal of growing Alberta's visitor economy to $25 billion in annual visitor expenditures by 2035.

Pillar 1: Leadership and alignment

Objective: Drive growth of the visitor economy through coordinated government action and an industry-leading, commercially focused Travel Alberta by doing the following:

Pillar 2: Competitive product

Objective: Drive increased private capital for world-class, year-round nature-based tourism experiences, creating sustainable economic opportunities as well as increasing tourism revenues across the province by doing the following:

  • Improving investor confidence

    Passed the All-Season Resorts Act, which established Alberta as one of the most globally competitive destinations for investment attraction into tourism through the creation of a new regulator for resort developments in the province.

  • Expanding year-round resort experiences

    Designated Nakiska, Castle Mountain and Fortress Mountain as Alberta’s first 3 all-season resort areas to attract investment into the development of new resorts in the Canadian Rockies, making it easier for people to stay and play in Alberta year-round.

  • Rural diversification and investment attraction

    Through Travel Alberta’s investment stream, attracted millions of dollars of private investment into new and enhanced tourism products and experiences across the province. In 2025, more than 65% of these investments were in rural communities.

  • Attracting major sport events province-wide

    Attracted major sport events to communities across the province showcasing Alberta as a premier destination for sporting events and sports fans, such as the Volleyball Youth Nationals, Professional Women’s Hockey League matches, Canadian Finals Rodeo, FIBA 3X3 and numerous international hockey and development camps.

Pillar 3: People and careers

Objective: Develop and implement policies that address short- and long-term labour challenges for employers, enabling communities to retain and attract residents by doing the following:

  • Improving access to labour

    Introduced the Tourism and Hospitality Immigration Stream as part of the Alberta Advantage Immigration Program to ensure businesses have the workforce to operate at full capacity and expand operations. Since its launch, this program has been consistently fully subscribed, demonstrating its success.

Pillar 4: Expand access

Objective: Ensure visitors have safe, affordable and convenient access to and throughout Alberta, in all seasons by doing the following:

  • Improving air access

    Through Travel Alberta’s air access investment program, generated more than 1.2 million incremental air seats into Calgary International Airport (YYC) and Edmonton International Airport (YEG) from overseas and United States markets.

Pillar 5: Indigenous tourism

Objective: Support Indigenous communities and entrepreneurs to deliver authentic experiences and share stories of their lands, cultures and peoples by doing the following:

  • Investing in Indigenous tourism growth

    Invested $6 million into Indigenous Tourism Alberta over 3 years to boost Indigenous tourism to support the growth of Indigenous tourism experiences and operations. This represented one of the largest-ever investments in Indigenous tourism in the country.

  • Enabling Indigenous investment into tourism

    Expanded the Alberta Indigenous Opportunities Corporation to include tourism projects, making it easier for Indigenous entrepreneurs and communities to access financing for major tourism developments.