Alberta’s tourism industry saw record-breaking spending in 2024, with a 12% increase that outpaced the national average by a factor of four, according to new data released by Statistics Canada.Tourism expenditures in the province reached $14.4 billion last year, up from the previous record of $12.8 billion in 2023. The growth was driven by a surge in international visits and steady domestic travel, even amid economic uncertainty.The provincial government credited its “Higher Ground” tourism strategy, launched in 2024, for the surge. The strategy aims to grow Alberta’s visitor economy from $10 billion to $25 billion annually by 2035.“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 remained Alberta’s top service export in 2024 and supported more than 85,000 jobs. International visitor spending alone jumped by 16%, with the most significant increases in accommodation (34%), recreation and entertainment (19%), and food and beverage (16%). Retail spending remained flat, and transportation dipped by 1%.“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.Alberta led all provinces in tourism growth, with British Columbia at 2.5%, Québec at 7%, and Ontario experiencing a 2.3% decline.
