Alberta has once again outperformed its previous revenue record, reaching $15.2 billion in visitor spend in 2025. In a fiercely competitive global market, Alberta's visitor economy grew by more than six per cent*, outperforming the national average of approximately four per cent.
Central to Alberta's economic diversification; tourism is the province's fourth-largest driver of international trade and employs 10 per cent of Albertans. Despite global uncertainty, Alberta was the only major province to see growth in overseas arrivals in 2025, posting three per cent growth while Canada saw a negative two per cent growth**.
Alberta was also one of the only major provinces in Canada to see growth from U.S. travellers in 2025, posting almost five per cent growth compared to negative six per cent nationwide.
"Nearly two years after the launch of Alberta's Higher Ground tourism sector strategy, we are continuing to see significant growth. Investing in tourism boosts our economy, by supporting thousands of jobs, attracting new investment, and creating opportunities for communities across the province. We will continue to build on this momentum and ensure Alberta remains the best place to live, work, visit, and play," said Andrew Boitchenko, Minister of Tourism and Sport.
"We are one of the few destination management organizations in the world that have taken a holistic approach to all three key aspects of growth; strategic promotion, increased air access, and product development," said Linda Southern-Heathcott, Chair, Travel Alberta Board of Directors. "Our deliberate investment strategy, working as part of Team Alberta with partners and entrepreneurs, is paying impressive dividends for the tourism sector and the Alberta economy as a whole."
With new tourism products launching across the province and continued investment in winter and rural experiences, the province is emerging as a growing hub of opportunity for travellers and investors alike. According to Travel Alberta's recent resident sentiment survey, 81 per cent of Albertans believe tourism contributes positively to the province's economic well-being, and two-thirds believe that tourism is important to their local community.
*Estimated spend data is derived from Destination Canada's Lodging Aligned Spend Reporting (January 2026). Final estimates are expected in Spring 2026.
**International arrivals data source: Statistics Canada leading indicators on tourism.
