Skip to main content

Tourism is a billion-dollar industry and one of our fastest-growing sectors. It provides jobs, diversifies our economy and benefits every corner of this province.

Tourism Works Here is a statement that connects the benefits of tourism—both the broader and direct impacts—with the everyday lives of Albertans, making tourism relevant and real.

Attending the upcoming Rural Municipalities of Alberta Fall Convention? Book a one-on-one meeting with Travel Alberta during the tradeshow to discuss tourism opportunities, community priorities and how tourism can support economic development in your region.

Book here - One-on-One with Travel Alberta

Person wearing a cowboy hat and protective vest stands on dirt beneath arena floodlights.

Building a stronger Alberta

Transforming destinations

For communities that embrace tourism, the opportunities are endless. Investing in tourism makes communities a better place to live, work, and visit.

On this page:

Jobs and employment insights

Benefits to residents

Research and reports

Rural development

Tourism-based communities enjoy...

More than a part-time job

1 in 10 Albertans work in tourism

When people think tourism jobs, they often think “low-skill, low-pay, temporary jobs.” In fact, tourism jobs are diverse, ranging from engineers and HR professionals to food and beverage directors to entrepreneurs and guides.

Investing in tourism creates rich and well-paying career paths for residents, supporting vibrant and prosperous communities.

Discover the truth about tourism careers

Staff member standing in a hotel lobby with seating and arched doorways.

81% of Albertans think tourism contributes positively to the province's economic well-being.

Read more about the economic impact
2026 vs. 2025

More Albertans view tourism as important to their local communities

Every year, we ask Albertans across the province to share their opinions about tourism in relation to the province, their regions, and their local communities.

Learn more
Cyclists ride along a riverside pathway past snowy parkland and Calgary's downtown skyline.
79% in Calgary (+6%)
Two people sit beside an outdoor skating rink, with ice skates visible on their feet.
69% in Edmonton (+6%)
Two people sit in an outdoor pool below a snow-covered mountain and evergreen forest.
97% in the Rockies (+8%)
Person in a life jacket sits in a fishing boat on a forested lake beside a floatplane dock.
68% in Fort McMurray Wood Buffalo (+22%)
People sit around a campfire in folding chairs beside trees and distant mountains.
69% in Northern Rockies (+21%)
People snowshoe through a snowy forest surrounded by frost-covered evergreen trees.
62% in Northeast Lakelands (+3%)
Three people kneel on a frozen lake with mountain peaks behind them.
81% in David Thompson (0%)
Two people walk through a vegetable field beside a red barn.
70% in Olds to Lacombe (+19%)
Overhead view of people reaching for nachos, plates of food and drinks at tables.
83% in Cochrane to Sundre (+19%)
Person stands on stairs inside a dinosaur sculpture overlooking a city park, roads and river.
72% in Canadian Badlands (+7%)
Two people stand in a greenhouse filled with potted plants and hanging flowers.
76% in Foothills (+2%)
People walk among colourful hot-air balloons at dusk.
78% in Lethbridge to Medicine Hat (+17%)
Person adjusts a horse’s bridle beside a fence, with other saddled horses and hills behind.
86% in Southern Rockies (+27%)

Tourism at work for you

Amenities that improve everyday life

Tourism can be a tool to help create vibrant, thriving and connected communities.

Enhanced public transportation and improved infrastructure

A strong local culture and preserved ways of life

Incredible year-round recreation opportunities, dining options, and events and festivals

Funding for community centres, public parks, arenas, and other amenities

Case studies: See the difference

Wooden buildings and outdoor pools sit among trees beneath a pink sunset sky.
Case Study Aug 13, 2025

4 min read

Scandinave Spa: One of Canada’s leading wellness brands chooses Alberta for its next location

Backed by coordinated support from Travel Alberta and partners, the Edmonton spa represents a transformative addition to the city’s tourism landscape, blending sustainable design with growing demand for restorative travel.

Learn more
People walk outside the Granary Road building, with one child sitting on an adult’s shoulders.
News Aug 19, 2025

3 min read

Granary Road: Celebrating agriculture at the new Discovery Centre

Granary Road is what comes out of a bold vision and strong understanding of what the agritourism market needs. It weaves together the fabric of agriculture, science, and family-oriented activities that can be enjoyed regardless of the season.

Learn more
Musician sings into a microphone while playing electric guitar under stage lights.
News Jan 13, 2026

3 min read

Cold Bones Festival brings great vibes and big impact to winter in Drumheller

Launched in February 2023, this grassroots event is helping diversify the town’s tourism, support local businesses, and turn a seasonal destination into a year‑round draw.

Learn more
Modern building with outdoor pools, lounge chairs, mountain views and evergreen forest.
News Jun 16, 2025

2 min read

Get a sneak peek of the new Alexander Spa Hotel coming 2027

The Alexander Spa Hotel in Canmore unveiled what’s to come for its geothermal energy powered, 3.5 storey, adults-only hotel, coming to Canmore in early 2027.

Learn more
Aerial view of cylindrical silos, green fields, winding roads and a mountain range.
News Jul 16, 2025

4 min read

Three rural operators who are setting the stage for community growth

As more travellers seek the charm of emerging regions with unforgettable experiences, an increasing number of communities are opening their doors to tourism.

Learn more
Two people carry snowshoes across snow outside a lodge.
News Jan 22, 2025

2 min read

River Retreat Kananaskis: A gateway to untapped potentiallly wow

Nestled in Southern Alberta's Foothills, River Retreat Kananaskis, supported by Travel Alberta, redefines travel with boutique accommodation, local cuisine, and sustainable tourism near Kananaskis Country.

Learn more
News Aug 28, 2024

3 min read

Exploring the wild depths of Canmore with Canmore Cave Tours

Explore the hidden depths of Rat's Nest Cave beneath Canmore, where ancient formations, crystal-clear lakes, and a unique caving adventure await, and meet owner Adam Walker, who’s committed to preserving this natural wonder for generations to come.

Learn more

Tourism Development Zones

Unlocking rural potential. Strengthening communities.

Building a thriving visitor economy requires strategic development. Informed by community engagement, we identified 10 zones across the province with the greatest potential for economic impact and job creation.

  1. Fort McMurray Wood Buffalo
  2. Northern Rockies
  3. Northeast Lakelands
  4. David Thompson
  5. Olds to Lacombe
  6. Cochrane to Sundre
  7. Canadian Badlands
  8. Foothills
  9. Lethbridge to Medicine Hat
  10. Southern Rockies

Learn how we’re driving rural development

Map of Alberta Tourism Development Zones showing communities including Calgary and Edmonton.
Horseback riders travel along a grassy clearing through a dense forest.
The facts behind 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
The facts behind tourism

Thoughts from your neighbor: What does working in tourism look like?

Tourism is a thrilling industry to work in, but there are misconceptions about the opportunities here. Join us as we address the positive reality.

Read more