Last week, the Government of Alberta announced a new long-term tourism strategy. This strategy will drive alignment across the sector and provide a road map to unlocking the full economic, social and cultural potential of our visitor economy.
There is a lot to love about this strategy, from an ambitious new goal, to the extensive engagement that informed the approach, to the five key pillars that will guide us moving forward. Keep reading to learn five key things we love about this strategy.
An ambitious new target
The long-term tourism strategy outlines a plan to grow tourism revenues in the province to $25 billion by 2035. This ambitious new target is greater than previous commitments to grow tourism revenues in the province to $20 billion by 2030 and demonstrates Alberta’s commitment to tourism as a key driver of Alberta’s economy.
This new goal takes into account Alberta’s faster-than-expected recovery to pre-pandemic levels in 2022, which helped us achieve the goals of our Bootstrap Plan nearly two years ahead of schedule.
Tourism is Alberta’s #1 service export and plays a key role in our growing economy. More than doubling the size of tourism industry will establish tourism as an essential part of Alberta’s economic development agenda.