Alberta’s tourism industry turned in a record performance in 2025, reaching $15.2 billion in visitor spend last year. In a fiercely competitive global market, Alberta’s visitor economy grew by more than six per cent, outperforming the national average of approximately four per cent.
Tourism is the province’s fourth-largest driver of international trade, employing 10% of Albertans and is central to the province’s economic diversification. And despite global uncertainty, Alberta was the only major province to see growth in overseas arrivals in 2025, posting three per cent growth while Canada saw a negative two per cent growth.
As well, Alberta was one of the only major provinces in Canada to see growth from U.S. travellers in 2025, posting almost five per cent growth compared to negative six per cent nationwide.
Andrew Boitchenko, Minister of Tourism and Sport, observed that: “Nearly two years after the launch of Alberta’s Higher Ground tourism sector strategy, we are continuing to see significant growth.”
The Minister continued: “Investing in tourism boosts our economy, by supporting thousands of jobs, attracting new investment, and creating opportunities for communities across the province. We will continue to build on this momentum and ensure Alberta remains the best place to live, work, visit, and play.”
Linda Southern-Heathcott, Chair, Travel Alberta Board of Directors, pointed out that: “We are one of the few destination management organizations in the world that have taken a holistic approach to all three key aspects of growth; strategic promotion, increased air access, and product development.”
And Southern-Heathcott added: “Our deliberate investment strategy, working as part of Team Alberta with partners and entrepreneurs, is paying impressive dividends for the tourism sector and the Alberta economy as a whole.”
With new tourism products launching across the province and continued investment in winter and rural experiences, the province is emerging as a growing hub of opportunity for travellers and investors alike.
According to Travel Alberta’s recent resident sentiment survey, 81% of Albertans believe tourism contributes positively to the province’s economic well-being, and two-thirds believe that tourism is important to their local community.
For more, go to www.industry.travelalberta.com .
Photo courtesy Travel Alberta
