Global demand for Alberta surges visitor economy

February 20, 2026 Media inquiries

Alberta visitor spending hit a record $15.2 billion in 2025 – proving Alberta’s tourism strategy is helping expand access and driving economic growth.

In 2025, Alberta’s visitor economy had another record-breaking year, with the highest level of visitor spending in provincial history. For a second consecutive year, visitor spending saw record-setting growth, increasing six per cent year-over-year and almost doubling the national average for growth. This success is felt in communities across the province; that means stronger businesses, more jobs and new opportunities for Albertans.

Behind this momentum is Alberta’s tourism strategy, laying out a bold vision to grow the visitor economy and diversify the province’s economic base. The economic impact goes beyond spending. Tourism in Alberta supports over 86,000 full-time jobs, accounting for more than 10 per cent of the province’s workforce. The sector has experienced a seven per cent increase in new jobs, driven by more visitors staying in local hotels, dining at restaurants, shopping and booking experiences with tour operators and attractions.

“These record-breaking results show that Alberta’s tourism strategy is working. By investing in our destinations, strengthening partnerships and expanding air access, we are growing our economy, creating jobs and showcasing Alberta to the world.”

Andrew Boitchenko, Minister of Tourism and Sport