Wood Buffalo National Park, image via Wood Buffalo Economic Development and Tourism
Tourism Boom in Alberta Outpaces National Growth
Alberta is leading the country in tourism growth, with a surge in visitor spending and strong interest in major attractions like Banff, Jasper and Wood Buffalo National Park. New data shows the province’s tourism sector grew by 12 per cent in 2024, four times the national average, fueled by both international and domestic travel.
Officials say more Canadians are choosing to explore their own backyard rather than travel abroad. Alberta’s hotels are reporting high occupancy rates, and tourism operators are seeing steady traffic in mountain parks and northern destinations. Domestic travel has nearly returned to pre-pandemic levels, providing a significant boost to local economies.
The provincial government credits its Higher Ground tourism strategy, launched in 2024, with helping drive the momentum. The plan aims to grow Alberta’s visitor economy from $10 billion annually to $25 billion by 2035, while supporting job creation and economic development across all regions of the province.
“There’s no better time than now to experience Alberta,” said Andrew Boitchenko, Minister of Tourism and Sport. “Visitors spent a record-breaking $14.4 billion in our province and I think these latest numbers prove that the world wants more Alberta.”
Tourism remains Alberta’s top service export, supporting over 85,000 jobs across the province. International visitor spending rose by 16 per cent last year, while spending on accommodations jumped by 34 per cent. Other areas of growth included recreation and entertainment, which increased by 19 per cent, and food and beverage at 16 per cent.
“Alberta’s visitor economy is thriving,” said Tannis Gaffney, chief marketing officer of Travel Alberta. “Thanks to the bold investments in developing and promoting world-class destinations, hard work and commitment from partners across the province, and an unwavering belief in the power of the visitor economy to drive long-term prosperity.”
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