In 2022, Alberta saw $10.7 billion in tourism spending, which represented an increase of $600 million from 2019 levels. This growth is evidence of a full recovery from the downturn during the pandemic, and Alberta’s tourism and hospitality providers are playing a key role in that recovery and growth.

Through Travel Alberta’s Tourism Investment Program, the government invested more than $20 million in 2023 to support tourism growth across the province. This investment spurs local economic growth by supporting rural development, cultural events and festivals while also accelerating the launch of shovel-ready tourism developments throughout the province.

“Alberta’s government remains committed to fostering growth, innovation and sustainability within the tourism landscape, which results in a strong and resilient provincial tourism industry that continues to be a key player in driving our economy now and in the future.”

Joseph Schow, Minister of Tourism and Sport

“The Tourism Investment Program is bolstering local attractions around Grande Prairie, from sitting back and enjoying one of our many music festivals to checking out locally made products at a night market. This investment puts Grande Prairie on the map as an attractive destination for visitors from around the world.”

Nolan Dyck, MLA for Grande Prairie

Each of the tourism investments the government has made is an investment in Alberta. From crafting your own gin in Grande Prairie to staying overnight in repurposed grain silos in Twin Butte, these investments mean experiences that share Alberta’s unique story, drive local economies and allow Albertans to share the best of what the province has to offer with the world.

“These investments support our province’s entrepreneurs who are creating world-class experiences that inspire travellers to choose Alberta and bring the benefits of tourism to communities in all regions of the province.”

Jon Mamela, chief commercial officer, Travel Alberta

The Travel Alberta Tourism Investment Program helps community leaders and entrepreneurs take their operations to the next level. Among the recipients of this funding is Calgary’s Telus Spark Science Centre, which attracts hundreds of thousands of visitors a year from across the country and world.

"Supporting Alberta's tourism drives economic growth, creates jobs and helps build our communities. This investment invites the world to discover the unique story of our province and helps position Alberta as a tourism leader in Canada."

Mike Ellis, MLA for Calgary-West

“The incredible support from Travel Alberta’s Tourism Growth Fund brings to life RO5iE, the robot-coa5ter, the newest addition to Spark’s robot family. Investments like these don't just fund projects, they bring excitement and innovation to life, supporting Spark’s mission to provide world-renowned, creative experiences that blend the wonders of science and entertainment.”

Roderick Tate, president and CEO, TELUS Spark Science Centre

Alberta’s visitor economy is reaching new heights with more than 220,000 people employed in the tourism sector in Alberta and the industry adding more than $10 billion to Alberta’s economy annually. By investing in a variety of tourism experiences through Alberta’s Tourism Investment Program, Alberta’s government is attracting more people to the province, bringing economic growth to communities and strengthening the province’s position as the best place in the world to live, visit and play.

Quick facts

  • In 2023-24, Travel Alberta funded projects in more than 70 communities across the province. More than 75 per cent of the funding went to growing tourism in smaller urban and rural areas of the province.
  • Alberta’s government developed the Economic Development in Rural Alberta Plan, with supporting initiatives that demonstrate the government’s commitment to building healthy and prosperous communities across rural Alberta and in Indigenous communities.

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