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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 bill.hodgins@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 monthly updates on key indicator data:

  • Accommodation occupancy rates and average daily room rates
  • Air passenger enplanements and deplanements
  • National Park visits
  • Historic sites and museum attendance figures
  • Employment in food and accommodation sector
  • Restaurant receipts
  • Highway traffic counts
Annual Editions


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

Tourism Industry Performance


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. Note: Summary reports will be posted as received.



Tourism, Parks and Recreation Research

Americans as International Travellers Potential Demand for Rural Vacation Experiences in Alberta by Residents of Alberta (2012) China Ski Study (2012)
Europe: Market Potential for Dutch Travellers to Visit Alberta (2008)
European Segmentation Studies (2008)

Other Research & Articles

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

Visitor Profiles

2012 Visitor Profiles


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.

Tourism Industry Sectors

Provincial and Regional

2012 Economic Impact


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