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Information on market conditions help inform your decisions

Travel Alberta and tourism businesses alike are shifting target market strategies in response to the COVID-19 pandemic. In the near term, this is dictated primarily by government travel restrictions and recommendations against non-essential travel. Looking ahead though, it is important to know how previous source markets are recovering to understand their future potential.

On the individual market pages, which are updated on a monthly basis, you will find useful information about market conditions to help inform your decisions, including the topics listed below.

Recovery Stage: The stage of this market based on restrictions.

COVID-19 Situation: Trended cases, current restrictions and news of potential changes.

Economic Landscape: Economic health and key indicators of recovery and travel viability.

Travel Indicators: Research findings on consumer mindset, traveller search trends, and hotel and air booking trends.

Resident Sentiment: The Alberta and Canada pages include analysis of Destination Canada’s resident sentiment weekly survey to understand the level of ‘welcome’ that residents of each province/region are feeling toward visitors.

Air Access: Updates on seat capacity (indirect and direct) and airline operations.

Travel Providers: The state of online tour operators (OTAs), receptive tour operators (RTOs) and tour operators.


Tent Ridge in Kananaskis Country


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Group of friends holding the Canada / Canadian flag at the edge of a lake with mountains in the distance


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Exploring the trails and rock art at Writing-on-Stone Provincial Park.

United States

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Couple / man and woman and dog paddling on a lake in a red canoe with misty forest and mountain scene in the background

United Kingdom

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Alberta mountain landscape


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Couple kayaking on Astotin Lake in Elk Island National Park.


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Couple hiking in Donalda.


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Woman taking a photo of buffalo grazing in a meadow


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