Fort McMurray Wood Buffalo Tourism Data
EDMONTON — Alberta says tourism spending reached a record level in 2025, with provincial officials pointing to growing international interest and expanded travel access as key drivers behind continued growth in the visitor economy.
The province says visitors spent $15.2 billion in Alberta last year, a six per cent increase from 2024 and the highest level on record. Officials say the growth outpaced the national average and marked a second straight year of record-setting gains.
Tourism and Sport Minister Andrew Boitchenko said the results show Alberta’s strategy to expand the sector is producing measurable economic benefits.
“These record-breaking results show that Alberta’s tourism strategy is working,” Boitchenko said in a statement. “By investing in our destinations, strengthening partnerships and expanding air access, we are growing our economy, creating jobs and showcasing Alberta to the world.”
The province says tourism now supports more than 86,000 full-time jobs, with growth driven by increased spending on hotels, restaurants, attractions and guided experiences. Officials say the sector plays an important role in economic diversification as Alberta looks to expand beyond its traditional industries.
Statistics Canada data cited in the release shows Alberta was one of the only provinces to record growth in international visitors in 2025, with a four per cent increase, while overall international travel to Canada declined. The province also reported growth in visitors from the United States, contrasting with a national decline.
Travel Alberta says expanded air access to key overseas markets, including Mexico, South Korea and Japan, has helped boost visitation, alongside marketing efforts promoting Alberta’s landscapes, cities and cultural attractions.
“Tourism is economic development, and it’s no accident that Alberta continues to lead the pack in growth,” said Jon Mamela, chief commercial officer with Travel Alberta. “Our strategic investments to grow the visitor economy — leveraging the Alberta brand, expanding air access, and unlocking private investment in world-class experiences — are behind these outstanding results.”
Wood Buffalo Economic Development and Tourism says northern Alberta is positioned to play a stronger role in the province’s next phase of tourism growth, particularly in winter travel.
In a statement, the organization said growing global demand for aurora viewing, Indigenous cultural experiences and remote winter adventure presents a significant opportunity for Fort McMurray Wood Buffalo. It noted competing northern destinations such as Yellowknife and Whitehorse already attract more than $1 billion annually in combined visitor spending, much of it tied to winter tourism.
The organization says Fort McMurray Wood Buffalo stands out as one of the few northern destinations with international airport access, giving the region a competitive advantage as Alberta looks to expand northern tourism offerings. Combined with expansive backcountry trails, reliable winter conditions, outdoor recreation and Indigenous-led cultural experiences, the region is described as a high-potential growth area within Alberta’s broader tourism strategy.
“With global demand for aurora viewing alone exceeding one million international travellers annually, and continued interest in authentic northern, remote and Indigenous experiences, Fort McMurray Wood Buffalo has a clear opportunity to expand its share of Alberta’s growing $15.2 billion visitor economy while advancing economic diversification in the north,” the statement said.
Industry groups say the growth highlights tourism’s role as an export sector for the province and support continued investment aimed at reaching Alberta’s long-term goal of $25 billion in annual visitor spending.
The province says recent data suggests strong resident support for tourism, with most Albertans viewing the sector as a positive contributor to local communities and the broader economy.
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