Why is tourism important?
Tourism is a powerful economic driver, and research shows that tourism-based economies thrive. From lower residential taxes to enhanced local amenities and environments rich for entrepreneurship, the visitor economy supports so much more than we think.
This Tourism Week (April 7-11, 2025) we are celebrating Alberta's vibrant tourism industry and the real benefits it gives communities across our province and the country.
Be a part of the conversation!
Our sector needs community-led champions to advocate for tourism. Using the resources below, you can make your voice heard during Tourism Week!
The 2025 Tourism Week social toolkit!
Use this toolkit to support your Tourism Week content! Click the download button to access a series of tourism-themed graphics.
Tourism key messages
- We all play a role in achieving our ambitious industry goal of $25 billion in visitor spending by 2035.
- As Alberta’s #1 service export, the tourism sector can support long-term prosperity for communities across the province by diversifying and driving economic growth.
- Tourism creates opportunities for entrepreneurs and investors to chase their dreams while improving a destination.
- In 2023, tourism was Alberta's fourth-largest export sector.
- As of summer 2024, more than 260,000 Albertans were employed in the sector. When our visitor economy works, we all do.
- From January to September 2024, visitor spending hit $11.5 billion, nearly 10% growth over the same period in 2023. With a $13.4 billion target for 2024, Alberta's visitor economy is on track to exceed expectations.
- Alberta's visitor economy growth is leading the country. With 10% growth from January to Septembr 2024, we’ve outpaced major provinces like British Columbia (-1%), Ontario (2%), Quebec (6%), and the national average of 3%.
New research shows that communities with strong visitor economies see real benefits:
- Lower residential taxes: Residents in tourism-driven communities on average 70% less in residential property taxes compared to those in non-tourism towns.
- Better infrastructure & services: Visitor spending helps fund roads, parks, and public spaces.
- More jobs & economic growth: Tourism creates a steady customer base for local businesses, fostering a thriving entrepreneurial environment and boosting local job opportunities. In 2023, a tourism-driven community had nearly 200% more business licenses (new and renewals) than its comparable non-tourism-driven town.
- Enhanced quality of life: Vibrant communities attract both visitors and new residents.
- Indigenous tourism supports the livelihoods of Indigenous entrepreneurs, revitalizes Indigenous culture and language, and offers reconciliation opportunities to non-Indigenous travellers.
- One in two Albertans are open to Indigenous tourism.
- One in three international travellers want authentic Indigenous experiences.
- Indigenous tourism is projected to contribute $126.4 million in GDP in 2024.
Discover Alberta tourism stories
Partner Resources
Looking for more ways to get involved? Check out what our partners are doing.
