In a remarkable achievement for Canadian tourism, Alberta has been officially recognized as the Most Desirable Region Worldwide by the prestigious UK travel publication Wanderlust Magazine. The province received this distinguished honor during a ceremony held in London, England on November 5, following an impressive 4.8 million votes collected for the Wanderlust Reader Travel Awards.
Global Recognition for Alberta's Tourism
The Wanderlust Reader Travel Awards represent one of the travel industry's most respected accolades, determining the world's most desirable destinations across multiple categories including cities, regions, countries, and emerging hotspots. The awards also celebrate excellence in adventure travel, cultural experiences, natural attractions, culinary offerings, and sustainability practices.
Andrew Boitchenko, Alberta's Minister of Tourism and Sport, expressed immense pride in the achievement. "This is a proud moment for Alberta. Receiving the Wanderlust Award for Most Desirable Region puts us on the world stage as a premier destination for family adventures, local experiences and stunning landscapes while highlighting our dedication to driving growth and opportunity for our vibrant visitor economy," Boitchenko stated in an official release.
Record-Breaking Tourism Growth
This international recognition comes during a period of exceptional growth for Alberta's visitor economy. Travel Alberta confirmed that the award follows a record year of expansion in the province's tourism sector, though specific growth figures weren't disclosed in the announcement.
Tannis Gaffney, Chief Marketing Officer at Travel Alberta, emphasized the collective effort behind this success. "Alberta is a spectacular province with so much to offer visitors, and it is an absolute honour to be chosen by readers as their most desirable region. Every individual in the tourism industry should feel proud for contributing to this award," Gaffney remarked.
She further highlighted the strategic efforts to boost Alberta's global profile, noting that "Across the province, we have been working with operators and partners to develop world-class visitor experiences, expand air access, and really highlight Alberta to the world. This just shows how much that is paying off. Visitors want to come to Alberta, and we are ready to welcome them in all seasons."
Economic Impact and Employment
The tourism sector represents a significant component of Alberta's economy, with Travel Alberta reporting that 10 percent of Albertans are employed in tourism-related industries. This award demonstrates the accelerating momentum within the province's rapidly expanding tourism sector.
Particularly noteworthy is Alberta's relationship with the United Kingdom market. UK tourists spent an impressive $287 million in Alberta during 2024, establishing the UK as the province's second largest international market. British visitors consistently cite Alberta's natural attractions, northern lights viewing opportunities, historical sites, diverse wildlife, and thriving local food scene as primary reasons for choosing the Canadian province.
Wanderlust Magazine, which boasts over 200,000 dedicated readers, now features an immersive Alberta experience on its digital platform. This special feature showcases the province's breathtaking beauty across all seasons, providing practical advice on optimal visitation times and must-see attractions. The presentation highlights Alberta's exceptional wildlife viewing opportunities, extensive hiking trail networks, scenic drives including the famous Moraine Lake Road in Banff, along with museums, parks, and cultural celebrations throughout the province.
This global recognition positions Alberta as a must-visit destination for international travelers seeking authentic Canadian experiences, from the majestic Rocky Mountains to the vibrant urban centers of Calgary and Edmonton. The award validates the province's strategic investments in tourism infrastructure and marketing, signaling strong future growth for Alberta's visitor economy.
