Big sky, big momentum:​ ​Alberta’s historic tourism surge signals prime investment opportunity

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Published: Oct. 23, 2025

With 38 million visitors in 2024, Alberta’s tourism economy is seeing unprecedented international and domestic demand. This new record shows Alberta is leading Canada in year-over-year growth in visitor spend and is one of North America’s most exciting frontiers for tourism investment. 

Alberta’s record-breaking visitor spending, soaring international appeal, and growth across every market segment combine for an opportunity to make your mark — with the bespoke guidance and tourism expertise of our Investor Concierge team available at each step.

Alberta leads Canada in tourism growth

Alberta stands apart from the rest of the country with its record-breaking tourism spend growth.

While other Canadian provinces have seen modest changes to their tourism numbers recently, Alberta’s visitor economy is rapidly gaining momentum. Rising in its recognition as a premier travel destination, Alberta reached $14.4 billion CAD* in visitor spending in 2024 — a historic high and 12 per cent increase from 2023’s robust $12.8 billion. 

Alberta leads the country in its growth rate, at four times that of Canada’s growth rate at three per cent. With a commitment established in 2022 to double visitor spending to $25 billion by 2035, Alberta stands at the intersection of proven performance and untapped potential.

As Canada’s fastest-growing tourism destination, Alberta’s visitor demand signals stability, scalability, and strong potential for investors looking for their next great opportunity. This growth opportunity is backed by our Investor Concierge team. Our team is ready to support investors and operators every step of the way through robust market research, strategic partnership facilitation, and more.

Global appeal fuels Alberta’s rise​​

American visitors are at the forefront of Alberta’s promising tourism expansion. In 2024, U.S. tourist spending increased by 27 per cent, accounting for the largest share of Alberta’s $1.6-billion tourism spend increase. Alberta is capturing the attention of high-value international and American travellers who spend more and stay longer, accruing $3.5 billion in visitor spending from global markets in 2024. 

With international hub airports in Calgary and Edmonton, Alberta’s primary gateways, the province has direct air service that serves nearly 27 million passengers, both outbound and inbound, from close to 100 cities worldwide — with Travel Alberta actively driving visitation from key source markets.

Momentum in every market

Unlike any other province in Canada, Alberta saw growth in visitor spend across every visitor segment in 2024. The increase of visitors from within the province, the rest of Canada, U.S., and overseas fueled the record visitor spend growth, ​​contributing to Alberta’s top-tier investment environment.

In addition to strong U.S. tourist spending growth, Albertans themselves are also spending more while exploring their own backyards. Alberta is home to the fastest growing, most affluent, and youngest population in the country — and in-province spending also grew by 12 per cent in 2024. This within-province segment is made up of 5 million people as of 2025, and they spent more than $7.6 billion on local tourism in 2024.

Strong foundations for strategic growth

Behind Alberta’s record growth is a business climate built to sustain positive results going forward. Alberta’s business environment is defined by low corporate taxes, no provincial sales tax, and a strategic focus on growing tourism — again making it positively distinct from the rest of Canada.

Our Investor Concierge team has deep knowledge to navigate regulatory requirements, and they’re excited to work with investors who are ready to make bold moves.

Wild. Spectacular. Ready.

Record-breaking tourism spending, unprecedented global interest, and a stable, diversified market—Alberta’s visitor economy is setting the pace for Canada’s tourism economy. Backed by forward-thinking policies and a mission to double visitor spend by 2035, the province is ready for ambitious operators and investors who see the opportunities ahead.

Through Travel Alberta’s Tourism Development Zones (TDZs), 10 regions have been identified where spectacular landscapes meet strong demand drivers and growth potential. Each zone offers investors the chance to be part of strategic itineraries designed and promoted by Travel Alberta — connecting local vision with global opportunity. If you’re ready to learn more about how and where your business can grow in Alberta, our Investor Concierge is ready to speak with you.

Data Source: Statistics Canada Visitor Travel Survey and National Travel Survey.

*All currency in Canadian dollars.