Alberta's tourism industry has achieved a remarkable milestone, setting a new provincial record with $15.2 billion in visitor spending during 2025. This impressive performance stands in stark contrast to national trends, as Alberta experienced growth while other regions faced declines.
Outpacing the National Average
While Canada overall witnessed a five percent decrease in international travelers, Alberta managed to secure a four percent increase. Similarly, where the country saw a six percent decline in visitors from the United States, Alberta recorded a five percent growth from its southern neighbor. This divergence has caught the attention of tourism officials across Canada.
"We have other provinces actually calling us and asking what exactly we're doing to see the growth, because we are outperforming other provinces," revealed Alberta Minister for Tourism Andrew Boitchenko.
Strategic Growth and Ambitious Targets
The $15.2 billion figure represents a significant jump from the $14.4 billion recorded in 2024, marking approximately five percent growth year-over-year. Tourism Alberta's leadership acknowledges this achievement while maintaining ambitious future goals.
Jon Mamela, senior vice-president and chief commercial officer with Tourism Alberta, expressed measured satisfaction with the results. "Sometimes maybe we're harder on ourselves. We thought we might even be better than $15.2 billion," Mamela commented. "You're trying to always be bullish on the outcome of good work being done, but we're certainly pleased with seeing the results and continued progress."
The organization has set its sights on an even more substantial target: $25 billion in tourism revenue by 2035. To reach this objective, Tourism Alberta has been implementing its Higher Ground strategy, which emphasizes sustainable growth and positioning Alberta as a premier year-round destination.
Expanding Beyond Traditional Hotspots
Mamela explained that Tourism Alberta's approach involves marketing the province to diverse international markets while securing additional direct flights to Alberta. Beyond attracting more visitors, the organization has invested tens of millions of dollars to enhance tourism offerings outside the iconic Rocky Mountains region.
"A lot of our investment is towards new product; getting Albertans and international visitors to come and see other parts of the province," Mamela noted, highlighting efforts to diversify the tourism experience across Alberta.
Economic Impact and Employment
Boitchenko emphasized that Alberta's tourism industry was previously "untapped" and potentially under-appreciated within the province. The sector now supports approximately 86,000 jobs in Alberta, accounting for roughly ten percent of all employment in the province.
Indigenous Tourism Emerges as Key Driver
A particularly promising development has been the growth of Indigenous tourism experiences. The Alberta government has committed $12 million to support Indigenous tourism initiatives since 2021, recognizing their unique appeal to visitors.
Chelsea Quirk, chief executive for Indigenous Tourism Alberta, explained the distinctive value proposition of Indigenous offerings. "Indigenous offerings tend to be more authentic than other attractions," Quirk noted, highlighting how cultural experiences provide deeper connections for travelers seeking meaningful engagements.
As Alberta continues to refine its tourism strategy, the combination of record-breaking spending, strategic investments, and growing interest in authentic cultural experiences positions the province as a national leader in tourism development. With other provinces seeking to replicate Alberta's success, the province's approach to sustainable tourism growth offers valuable insights for the broader Canadian tourism industry.
