Tourism powers Alberta’s future

Press Release

Oct 21, 2025

Alberta’s government invested $17 million in the tourism sector through 2024-2025 to create jobs and economic prosperity.

Tourism is booming in Alberta, creating new jobs, supporting local businesses and bringing economic prosperity to communities across the province. Through Travel Alberta, Alberta’s government is investing to help tourism operators and organizations fuel innovation and development across the province. By prioritizing the visitor economy, Alberta’s government is continuing to make the province the best place to live, work, visit and play.

The results speak for themselves. As Alberta’s top service export, the tourism sector saw visitor spending in Alberta reach a record-breaking $14.4 billion in 2024, up 12 percent compared with 2023. These strong returns underscore the province’s investment of $17 million through Travel Alberta to continue driving growth in the sector by creating strategic partnerships and supporting product development that helps Albertan tourism operators compete globally.

“By investing in our communities and tourism operators across the province, we are empowering Albertans to showcase our bold province while also generating economic growth. These investments strengthen our reputation as one of the world’s premier travel destinations.”

Andrew Boitchenko, Minister of Tourism and Sport

These investments through Travel Alberta supported key projects across the entire province, from Peace River to Pincher Creek. This includes the new Cold Bones winter music festival in Drumheller, the new Canyon Adventure Park at Canyon Ski Resort, expanded facilities at the Yamnuska Wolfdog Sanctuary, unique grain silo cabins near Pincher Creek, and new chairlifts in Banff and Lake Louise. Other investments include the continued success of the Big Valley Jamboree music festival, Indigenous programming and equine experiences at Chimney Rock Ranch Retreat, a new 15-room guest lodge in Elk Point, upgrades at the Aurora Borealis Indigenous Village in Fort McMurray, and bilingual guided paddling experiences in Peace River. While these are only a few highlights of the investments made, each project represents an exponential return on investment that is driving growth in the visitor economy.

“Alberta has so many unique opportunities for travellers to experience and even more opportunity for operators to grow their businesses across the province. Our commitment to investing in Alberta’s tourism sector is not only for visitors, but also to enhance the quality of life for Albertans in their communities and support year-round tourism products that drive economic, social and cultural renewal across the province.”

Jon Mamela, chief commercial officer, Travel Alberta

Alberta’s government continues to prioritize growing the province’s visitor economy, because a strong tourism industry means jobs for Albertans. From hospitality and retail to construction and transportation, tourism supports local businesses and sustains livelihoods. Last year alone, the industry supported more than 85,000 jobs across Alberta, offering career opportunities and steady incomes. With every dollar spent, local economies grow, small businesses thrive and communities prosper.

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