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$105 Million

Total expenditure in Alberta (2023)

62 Million

Passport holders (2023)

2.5 Million

Potential market size

2.7 days

Average length of stay in Alberta (2023)

Overview

Outbound travel from Germany continued to grow in 2024, estimated at 109% of 2019 levels, up from 103% in 2023. Outbound travel has already fully recovered to 2019 levels in 2023. Industrial weakness remains a key worry in 2024, leading to an expected economic contraction of 0.1% this year.

On this page:

Competitor Comparison
Air Travel
Economic Indicators
Traveller Characteristics

Three people carrying fishing rods walking on a boardwalk by the Tonquin Valley Backcountry Lodge in Jasper National Park, Alberta

Competitor Comparison

Indicator Quebec Ontario Alberta BC Canada
Expenditure (2023) $107 Million $135 Million $105 Million $156 Million $657 Million
Share of total national expenditure (2023) 16% 21% 16% 39% -
Visitation (2019) 109 Thousand 184 Thousand 118 Thousand 145 Thousand 617 Thousand
Share of total national visitation (2019) 18% 30% 19% 24% -
Expenditure (2019) $98 Million $196 Million $114 Million $229 Million $684 Million
Share of total national expenditure (2019) 14% 29% 17% 34% -
Average spend (2019) $897 $1,068 $967 $1,581 $1,108

*Visitation and average spend estimates are not available for Germany for the 2022 calendar year. 

Air Travel

Economic Indicators

Indicator 2023 2024 Estimated 2025 Forecast
GDP - per capita $53,560 $55,426 $57,010
GDP - YoY Growth Rate  -0.1% -0.1% 0.6%
Exchange Rate (CAD/EUR) (annual average) $1.46 N/A N/A
Unemployment Rate (annual average) 5.7% 6% 6%
Inflation Rate (annual average) 5.9% 2.2% 1.3%

Quarterly traveller spend

Traveller Characteristics

Top barriers to travel
High Transportation and Accommodation Costs 65%
Economic Environment 61%
Staff Shortages 27%
Extreme Weather Events 26%
Airport Congestion, Flight Delays and Cancellations 21%
Top 5 trip anchors
Natural attractions (e.g. scenic viewpoints, mountains, waterfalls) 36%
Northern lights 24%
Viewing wildlife or marine life 24%
Nature walks 23%
Nature parks 23%
Purpose of visit

Sources

Statistics Canada, Visitor Travel Survey Data 2023
Global Tourism Research Program (GTRP), Destination Canada 2023
Lodging Aligned Spend Reporting (LASR), Destination Canada, 2023
Oxford Economics
DIIO, Cirium
Bank of Canada
UNWTO: UN Tourism Barometer