Listening first
Welcoming communities. Stronger tourism.
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.
Latest release: October 2025
66% of Albertans believe tourism is important to their local community
Over the past four years, this positive sentiment has remained resilient despite economic fluctuations, environmental challenges, and political changes.
More Albertans recognize tourism’s value to their communities
Our report at a glance
Listening beyond the positives
Challenges we can’t ignore
Tourism brings opportunity, but it can also raise concerns. When we listen and collaborate, we can transform these challenges and concerns into opportunities that strengthen communities and reflect their priorities.
Top three challenges |
|---|
1. Traffic and parking strain |
2. Rising costs for locals |
3. Environmental risks |
From challenge to opportunity
Sustainable tourism starts here
As we grow tourism across Alberta, we’re focusing on quality over quantity, ensuring development respects community needs and preserves what makes each region unique. Sustainable tourism means:
- Smarter growth: Plan for balanced visitor flow and infrastructure improvements while creating standout attractions that encourage overnight stays and extend visits.
- Economic balance: Tourism generates municipal revenue and helps offset property taxes, easing cost-of-living pressures.
- Quality over quantity: Attract the right kind of travellers who spend more, stay longer, and value authentic experiences.
- Responsible & sustainable tourism: Plan for growth that benefits communities, protects nature, and prioritizes sustainable experiences.
Dive into our three-year business plan and discover how sustainable tourism will shape Alberta’s next chapter.
Data is most powerful when it’s relevant
Understanding how communities feel about tourism within each Tourism Development Zone (TDZ) helps us plan responsibly and build support where it matters most. TDZ-level data is available on an annual basis (below data from March 2025).
Click the TDZ that is most relevant to you
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 46% |
Impact of tourism on: | Quality of life - 52% |
Main challenges of tourism: | Lack of marketing funds and pressure on local amenities |
Key findings
- Strong local pride: Residents rate recreation and economic conditions above the provincial average.
- Tourism feels distant: Most agree it matters for Alberta, but less than half see local benefits.
- Awareness gap: Over half feel uninformed about tourism, which is among the lowest rates of awareness in the province.
- Disconnect: Vibrancy and recreation are valued, but few link them to tourism.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 48% |
Impact of tourism on: | Quality of life - 54% |
Main challenges of tourism: | Affordable housing and accessing amenities |
Key findings
- Economic optimism: Locals rate economy and jobs above provincial average, despite Alberta-wide affordability concerns.
- Low advocacy: Residents hesitate to recommend their community.
- Amenity gap: Recreation options score ~10% below Alberta average, signaling room to improve local appeal.
- Local knowledge strong: Two-thirds of residents feel informed about attractions, even with low overall tourism awareness.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 59% |
Impact of tourism on: | Quality of life - 58% |
Main challenges of tourism: | Threat to natural environment and accessing amenities |
Key findings
- Optimistic about life and jobs: Recreation and unique experiences score lower than other regions.
- Selective engagement: Residents enjoy certain activities but rarely participate in community events despite being aware of them.
- Disconnect: Tourism is seen as valuable for Alberta, but hard to link to daily life locally.
In relations to their community, residents agree... | |
|---|---|
Importance of tourism: | 81% |
Impact of tourism on: | Quality of life - 65% |
Main challenges of tourism: | Accessing amenities and threats to natural environment |
Key findings
- Positive outlook: Residents rate jobs and local economy above the Alberta average.
- Tourism seen as beneficial: Improves quality of life and recreation with an understanding that tourism impacts their community daily.
- High awareness and pride: 78% feel informed about tourism, with the area having one of the highest scores in resident pride in the province.
- Seasonal pressure: Residents say summer visitor numbers are too high and could affect support of industry.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 51% |
Impact of tourism on: | Quality of life - 55% |
Main challenges of tourism: | Visitor traffic/congestion and lack of marketing funds |
Key findings
- Average participation: Residents engage in local activities at typical provincial levels but see few unique tourism experiences.
- Tourism feels distant: Important for Alberta and Canada, but locals see little economic impact or job creation in their community.
- Limited advocacy: Awareness is average, yet many lack confidence to recommend local offerings.
- Welcoming but cautious: Residents are open to visitors, yet uncertainty about local tourism offerings limits strong support.
In relation to their communities, residents agree... | |
|---|---|
Importance of tourism: | 64% |
Impact of tourism on: | Quality of life - 56% |
Main challenges of tourism: | Threat to natural environment and traffic congestion |
Key findings
- Tourism valued: Residents see tourism as contributing to the local economy and community life.
- Low openness to visitors: About a third of residents are welcome to more visitation, especially during peak summer.
- Mixed economic outlook: Employment and economic conditions rated slightly lower, but residents believe their area offers vibrant, unique experiences.
- High awareness: Residents feel informed about tourism and confident enough to create visitor itineraries.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 65% |
Impact of tourism on: | Quality of life - 54% |
Main challenges of tourism: | Infrastructure and affordable housing |
Key findings
- Economic concerns dominate: Tourism isn’t seen as adding pressure like in other regions.
- Tourism matters provincially: Local feel its impact at home is limited.
- Community engagement is low: Fewer residents attend events or see their area as vibrant.
- Residents are informed and confident: More likely to recommend local experiences.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 74% |
Impact of tourism on: | Quality of life - 62% |
Main challenges of tourism: | Traffic/parking congestion and threats to natural environment |
Key findings
- Strong community pride: Residents are more likely than others to recommend their area as a place to visit.
- Economic concerns persist: Cost of living and limited job opportunities remain top issues.
- Mixed feelings on tourism: Seen as enhancing quality of life but also linked to traffic, strain on amenities, and seasonal crowding.
- Willing to promote, not advocate: Residents are open to welcoming visitors but lack confidence to champion the tourism industry.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 61% |
Impact of tourism on: | Quality of life - 61% |
Main challenges of tourism: | Affordable housing and lack of marketing funds |
Key findings
- Tourism seen as beneficial: Nearly two-thirds of residents agree it improves quality of life, which is slightly above the provincial average.
- Limited advocacy and confidence: Residents are open to visitors and aware of tourism, but few feel confident recommending their community or speaking on behalf of the industry.
- Mixed on amenities: Recreation and community facilities rate below average, though many believe their area offers unique experiences.
In relation to their community, residents agree... | |
|---|---|
Importance of tourism: | 59% |
Impact of tourism on: | Quality of life - 65% |
Main challenges of tourism: | Access to local amenities and traffic/parking congestion |
Key findings
- Preference for the familiar: Residents rank experiences highly but are less likely to try new activities compared to other regions.
- Tourism’s role unclear: While recreation opportunities are valued, many don’t see how tourism supports them.
- Economic potential recognized: Tourism is viewed as a growth industry, with only oil and gas and agriculture ranking higher.
- Connection gap: Residents appreciate amenities but struggle to link them to tourism; clearer messaging could make tourism feel personally relevant.
Engage. Empower. Elevate.
Help us strengthen resident sentiment in your area
Awareness and participation go hand in hand. When locals engage with tourism products and experiences, they become more informed and invested in the industry. Here’s how you can strengthen these connections and build community support for tourism.
Treat communities as partners, not hosts.
Make tourism meaningful
Involve communities in planning and create amenities and experiences that reflect their interests and values. When locals see themselves in tourism, support and pride grow.
Make tourism visible
Share stories about local experiences and highlight how tourism products contribute to jobs, businesses, and the regional economy. Help residents see the positive impact firsthand.
Make tourism personal
Celebrate the people behind local businesses and the unique experiences they create. When residents see their neighbors and friends as part of the tourism fabric, it builds pride and strengthens community connection.
Where tourism works for everyone
Our vision for 2035
Our goal is to increase visitor spend to $25 billion by 2035. But that’s just a number. What does it mean for Albertan communities?
- Tourism revenues support public services and infrastructure, taking the tax burden off residents.
- Local businesses are thriving, creating well-paying jobs and entrepreneurship opportunities.
- Residents have a high quality of life in connected, vibrant communities.
Interested in learning more about tourism?
Tourism: A strategic lever for trade and investment
A recent study shows that tourism is a powerful driver of export revenue (new money into the province) and a magnet for global investment.
Read more
Why develop tourism
For communities that embrace tourism, the opportunities are endless. Investing in tourism make communities a better place to live, work, and visit.
Discover more
What are TDZs?
How we are developing the hidden gems throughout Alberta so that everyone can benefit from a strong visitor economy.
Learn more