In 2025, Alberta’s visitor economy had another record-breaking year, with the highest level of visitor spending in provincial history. For a second consecutive year, visitor spending saw record-setting growth, increasing six per cent year-over-year and almost doubling the national average for growth. This success is felt in communities across the province; that means stronger businesses, more jobs and new opportunities for Albertans.

Behind this momentum is Alberta’s tourism strategy, laying out a bold vision to grow the visitor economy and diversify the province’s economic base. The economic impact goes beyond spending. Tourism in Alberta supports over 86,000 full-time jobs, accounting for more than 10 per cent of the province’s workforce. The sector has experienced a seven per cent increase in new jobs, driven by more visitors staying in local hotels, dining at restaurants, shopping and booking experiences with tour operators and attractions.

“These record-breaking results show that Alberta’s tourism strategy is working. By investing in our destinations, strengthening partnerships and expanding air access, we are growing our economy, creating jobs and showcasing Alberta to the world.”

Andrew Boitchenko, Minister of Tourism and Sport

Statistics Canada data shows Alberta was one of the only provinces in Canada to record growth in international visitors, with a four per cent increase, while Canada overall saw a five per cent decline. Expanded air access to key overseas markets like Mexico, South Korea and Japan, paired with strategic investment and emerging destinations, has boosted Alberta’s global reach and reinforced its reputation as the top choice for visitors seeking authentic, world-class experiences.

“Tourism is economic development, and it’s no accident that Alberta continues to lead the pack in growth. Our strategic investments to grow the visitor economy – leveraging the Alberta brand, expanding air access, and unlocking private investment in world-class experiences – are behind these outstanding results.”

Jon Mamela, chief commercial officer, Travel Alberta

From iconic mountain landscapes and vibrant urban centres to Indigenous tourism experiences and rural gems, Alberta continues to stand out as a premier destination of choice. That reputation is translating directly into economic diversification and accelerating progress toward the province’s goal of $25 billion in annual visitor spending.

“It’s official! Alberta’s visitor economy is one of our fastest-growing exports, punching in at a record $15.2 billion and outpacing the national trend. This performance proves the growth strategy is working. The next step: a whole-of-government approach that clears regional investment bottlenecks and scales up the funding tools we already know work, so tourism can drive Alberta’s economic flywheel all the way to $25 billion and beyond.”

Darren Reader, president and CEO, Tourism Industry Association of Alberta

The data is clear, and the word is out: Alberta is a premier destination offering sights, experiences and attractions that simply cannot be found anywhere else.

Quick facts

  • Travel Alberta’s most recent data indicates:
    • Visitors spent $15.2 billion in Alberta in 2025, marking the highest level of tourism spending on record.
    • Visitor spending in Alberta grew six per cent year-over-year in 2025, exceeding the national growth rate.
    • Alberta recorded a four per cent increase in international arrivals in 2025, while Canada overall saw a five per cent decline.
    • Alberta was one of the only provinces to see growth from United States travellers, posting five per cent growth, compared with a six per cent decline nationally.
  • Alberta’s 2024 visitor spending was $14.4 billion, an increase of 12 per cent from 2023.
  • Tourism supports over 86,000 full-time jobs in Alberta and employs more than 10 per cent of Albertans.
  • According to Travel Alberta’s resident sentiment survey, 81 per cent of Albertans believe tourism contributes positively to the province’s economic well-being, and two-thirds believe that tourism is important to their local community.

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