Discover why tourism matters
Backed by data
Tourism is more than travel—it’s a vital driver of economic growth and community development. Our research reports provide clear, data-driven insights into strengthening tourism in Alberta. Whether you’re shaping strategy, validating decisions, or exploring opportunities, this space offers the evidence you need to make informed choices and champion the value of tourism.
Key reports
Tourism's impact on the economy
A recent study by Deloitte LLP, commissioned by Travel Alberta, goes deeper into this understanding that tourism is a powerful driver of export revenue (new money into the province) and a magnet for global investment.
Alberta's resident sentiment
Tourism thrives when communities are true partners. Twice a year, we measure resident sentiment to understand opinions and guide Alberta’s tourism strategy. This feedback shapes development that benefits locals, respects community values, and creates authentic visitor experiences.