Tourism spending in Alberta hits record $14.4B, far outpacing national average

Tourism spending in Alberta grew by 12 per cent in 2024, four times the national average, setting a new provincial record of $14.4 billion, according to Statistics Canada data released May 30.

Alberta’s previous high — $12.8 billion in 2023 — was surpassed thanks to strong international and steady domestic travel, despite economic uncertainty. The growth follows the launch of Higher Ground: A Tourism Sector Strategy, the province’s long-term plan to expand the visitor economy to $25 billion annually by 2035.

“There’s no better time than now to experience Alberta,” said Andrew Boitchenko, minister of tourism and sport, in a June 18 news release. “Visitors spent a record-breaking $14.4 billion in our province and I think these latest numbers prove that the world wants more Alberta.”

Alberta’s tourism industry remains the province’s top service export, supporting more than 85,000 jobs. The sector is benefitting from increased investment and development through Travel Alberta, the province’s destination management organization.

“Alberta’s visitor economy is thriving, thanks to the bold investments in developing and promoting world-class destinations,” said Tannis Gaffney, chief marketing officer of Travel Alberta, in the same release. “We look forward to continuing this great momentum.”

Statistics Canada reports the largest year-over-year growth in spending was in accommodation (34 per cent), recreation and entertainment (19 per cent), and food and beverage (16 per cent). International visitor spending alone rose 16 per cent. Transportation spending declined slightly and retail remained flat.

Alberta outpaced other provinces in tourism spending growth in 2024: British Columbia posted 2.5 per cent growth, Quebec seven per cent and Ontario declined by 2.3 per cent.

More information is available through Travel Alberta, the visitor spend data, and the full Higher Ground strategy.