Alberta tourism sector booming, on pace to break spending record again in 2024
Alberta’s tourism sector is surging at a pace unmatched by any other province. The latest data shows a 10 per cent increase in visitor spending during the first nine months of 2024. The province says this puts Alberta on track to break last year’s record of $12.7 billion in tourism revenue — a milestone that itself was nearly 20 per cent higher than the previous all-time high.
This growth positions Alberta’s tourism industry as the fastest growing in Canada, expanding at a rate more than three times the national average, and far outpacing neighbouring British Columbia and Ontario. So far in 2024, visitor expenditures have already reached $11.5 billion.
“Alberta’s tourism economy is booming! It’s growing at an unprecedented rate, and we’re not slowing down anytime soon,” said Tourism and Sport Minister Joseph Schow. “The incredible tourism operators across the province will continue to show the world what we Albertans already know: Alberta is the best place in the world to live, play and visit.”
More than 260,000 Albertans now work in the tourism industry, making it the province’s top service export and a major contributor to local economies across rural and urban regions. From the towering peaks of the Rockies to the glowing northern lights, Alberta’s natural beauty continues to attract travelers from across the country and around the world.
While hotspots like Banff and Jasper remain major draws, the province says there’s growing interest in lesser-known experiences, from prairie town getaways to northern Alberta outfitters offering trophy hunting, fishing, and wilderness adventures.
“Tourism is a powerful economic driver and continues to have tangible benefits for communities and Albertans throughout our province,” said Jon Mamela, chief commercial officer at Travel Alberta. “There has never been a better time to invest in tourism in Alberta.”
The provincial government is aiming to nearly triple annual visitor spending by 2035, targeting $25 billion under its long-term tourism strategy. Officials point to continued investment — including through Budget 2025 and new legislation like the All-Season Resorts Act — as key to supporting sustainable, year-round growth.
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