Article content
Tourism Alberta says it hauled in $15.2 billion last year from visitor spending, setting a new record for tourism earnings in the province.
THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY
Subscribe now to read the latest news in your city and across Canada.
- Exclusive articles by David Staples, Keith Gerein and others, Oilers news from Cult of Hockey, Ask EJ Anything features, the Noon News Roundup and Under the Dome newsletters.
- Unlimited online access to Edmonton Journal and 15 news sites with one account.
- Edmonton Journal ePaper, an electronic replica of the print edition to view on any device, share and comment on.
- Daily puzzles, including the New York Times Crossword.
- Support local journalism.
SUBSCRIBE TO UNLOCK MORE ARTICLES
Subscribe now to read the latest news in your city and across Canada.
- Exclusive articles by David Staples, Keith Gerein and others, Oilers news from Cult of Hockey, Ask EJ Anything features, the Noon News Roundup and Under the Dome newsletters.
- Unlimited online access to Edmonton Journal and 15 news sites with one account.
- Edmonton Journal ePaper, an electronic replica of the print edition to view on any device, share and comment on.
- Daily puzzles, including the New York Times Crossword.
- Support local journalism.
REGISTER / SIGN IN TO UNLOCK MORE ARTICLES
Create an account or sign in to continue with your reading experience.
- Access articles from across Canada with one account.
- Share your thoughts and join the conversation in the comments.
- Enjoy additional articles per month.
- Get email updates from your favourite authors.
THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.
Create an account or sign in to continue with your reading experience.
- Access articles from across Canada with one account
- Share your thoughts and join the conversation in the comments
- Enjoy additional articles per month
- Get email updates from your favourite authors
Sign In or Create an Account
or
Article content
Jon Mamela, senior vice-president and chief commercial officer with Tourism Alberta, attributes the growth to the group’s ongoing strategy, but said the agency continues to aim higher.
Article content
Article content
“Sometimes maybe we’re harder on ourselves. We thought we might even be better (than $15.2 billion),” Mamela said. “You’re trying to always be bullish on the outcome of good work being done, but (we’re) certainly pleased with seeing the results and continued progress,” he said.
Article content
Article content
By 2035, Alberta aims to bring in $25 billion from tourism alone. In order to achieve its goal, Tourism Alberta has been following its Higher Ground strategy, which focuses on sustainable growth and enhancing the province’s reputation as a top year-round destination.
Article content
By signing up you consent to receive the above newsletter from Postmedia Network Inc.
Article content
After bringing in $14.4 billion in 2024, the province grew the tourism spend by a little more than five per cent in 2025.
Article content
Mamela explained that Tourism Alberta has worked to market the province as a travel destination to a variety of other countries, while securing more direct flights to the province.
Article content
In addition to attracting more visitors, Mamela said the group has also invested “tens of millions” in Alberta’s tourism offerings outside of the Rocky Mountains.
Article content
“A lot of our investment is towards new product; getting Albertans and international visitors to come and see other parts of the province,” Mamela said.
Article content
According to Alberta Minister for Tourism Andrew Boitchenko, other provinces are trying to emulate Alberta’s successes.
Article content
Article content
“We have other provinces actually calling us and asking what exactly we’re doing to see the growth, because we are outperforming other provinces,” Boitchenko said.
Article content
Article content
While Canada had a five per cent drop in international travellers, Tourism Alberta said the province had four per cent growth. Similarly, where Canada had a six per cent decline in travellers from the United States, Alberta saw five per cent growth in visitors from the country.
Article content
Boitchenko said previously Alberta’s tourism industry was “untapped,” and potentially under-appreciated in the province. He highlighted that the industry supports 86,000 jobs in Alberta, meaning it accounts for roughly 10 per cent of all employment in the province.
Article content
Indigenous tourism
Article content
A growing driver of tourism in Alberta has been the burgeoning interest in Indigenous tourism. Boitchenko said the Alberta government has kicked in $12 million to support Indigenous tourism since 2021.
Article content
Chelsea Quirk, chief executive for Indigenous Tourism Alberta, explained that Indigenous offerings tend to be more authentic than other attractions.
