Tourism Research

Look here for current research and updates on Alberta's tourism industry from the Tourism Research Branch of Alberta Tourism, Parks and Recreation. Have a question about tourism research? If you can't find the answer here, please e-mail kristy.baker@gov.ab.ca.

View other research publications produced by Alberta Tourism, Parks and Recreation.

Tourism Market Monitor

Keep a tab on Alberta's tourism industry with data on key indicators such as accommodations, historic sites, and restaurant receipts. Data is available for the past few years here.

• Alberta Tourism Market Monitor - April 2013
• Alberta Tourism Market Monitor (Data) - April 2013

• Annual (2011) Tourism Market Monitor Highlights 

Archive

If you would like to receive an email that informs you when the updated Market Monitor is available, please email kristy.baker@gov.ab.ca.

Tourism Industry Performance

• Alberta Accommodation Outlook - 2012

Archive

Global Tourism Watch Reports

In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Alberta Tourism Parks and Recreation initiated a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta. The summary reports are below. 

2011

• All Markets Summary Report
• Australia
• Brazil
• Canada
• China
• France
• Germany
• India
• Japan
• Mexico
• South Korea
• United Kingdom
• United States

Archive

Tourism, Parks and Recreation Research

• Desk Research Report
• Survey Research Report

• TravelStyles 2010 – Americans as International Travelers – Focus on Alberta

• Main Report 
• Travel Trade Interviews
• Consumer Online Surveys
• Consumer Focus Groups  

• European Segmentation Study – Alberta Summary
• France Consumer and Travel Trade Research
• Germany Consumer and Travel Trade Research
• United Kingdom Consumer and Travel Trade Research

• Market Potential for Regional Visitors to Jasper - Fall, Winter, Spring
• Canadian Badlands Fixed Roof Accommodation Study 

Other Research & Articles

Scan this section regularly for information on new research reports and interesting articles.

• FutureWatch - MPI's annual trends that impact the Meetings industry
• Culinary Travel Survey Provides Insights on Food and Wine Travellers 

Visitor Profiles

• Overnight Europe Visitors to Alberta 1995-2010
• Overnight United States Visitors to Alberta 1995-2010
• Overnight Asia/Pacific Visitors to Alberta 1995-2010

Understand the visitors who come to Alberta in these annual profiles by Tourism Destination Region (TDR).

2010 Visitor Profiles

• 2010 Visitor Profile for Alberta – February 2012
• 2010 Visitor Profile for Alberta Central Tourism Destination Region – February 2012
• 2010 Visitor Profile for Alberta North Tourism Destination Region – February 2012
• 2010 Visitor Profile for Alberta South Tourism Destination Region – February 2012
• 2010 Visitor Profile for Calgary and Area Tourism Destination Region – February 2012 
• 2010 Visitor Profile for Canadian Rockies Tourism Destination Region – February 2012 
• 2010 Visitor Profile for Edmonton and Area Tourism Destination Region – February 2012 

Archive

Economic Impacts

Economic impact analysis is used to determine the impacts of additional tourist spending primarily on employment, income(value-added) and government tax revenues in an economy.

• The Economic Impact of Big Valley Jamboree (2010) - June 2011
• The Economic Impact of Snowmobiling in Alberta (2009) - May 2011

Provincial and Regional

2010 Economic Impact

• The Economic Impact of Tourism in Alberta, 2010
• The Economic Impact of Tourism in Alberta Central Tourism Destination Region, 2010 
• The Economic Impact of Tourism in Alberta North Tourism Destination Region, 2010 
• The Economic Impact of Tourism in Alberta South Tourism Destination Region, 2010 
• The Economic Impact of Tourism in Calgary and Area Tourism Destination Region, 2010
• The Economic Impact of Tourism in the Canadian Rockies Tourism Destination Region, 2010
• The Economic Impact of Tourism in Edmonton and Area Tourism Destination Region, 2010 

Archive

International Market Reports

Travel Alberta's Market Development Directors (MDDs) in foreign markets provide highlights of issues within their countries. If you would like to receive a copy of the most recent market updates for specific overseas markets - please contact Chandelle Meyer at Chandelle.Meyer@travelalberta.com