Attracting More Tourists to Alberta – The Path Forward
On February 14, the Ministry of Tourism and Sport announced its revamped tourism strategy titled "Higher Ground: A Tourism Sector Strategy.” This long-term vision, introduced by Minister Joseph Schow, aims to grow the province’s visitor economy to $25 billion by 2035.
To achieve this, the Government plans to expand Alberta’s tourism strategy beyond the traditional mountain destinations of Banff and Jasper and present a more wholistic travel experience for guest from inside and outside the province.
This strategy, developed through extensive consultations with the tourism sector, outlines five key pillars aimed at fostering sustainable growth and enhancing Alberta’s tourism offerings.
The first pillar focuses on leadership and alignment. To drive the growth of the visitor economy, the strategy calls for coordinated government action alongside the work of Travel Alberta. Improved cross-ministry coordination will ensure that key tourism projects and priorities receive the necessary support and direction. By fostering a collaborative environment, the government aims to create a seamless experience for tourists, from their arrival in Alberta to their exploration of the province's attractions.
The second pillar emphasizes the development of competitive products. Alberta plans to create all-season, year-round resort development zones and expand current seasonal recreational areas into all-season resorts. By instituting clear and commercially viable land use policies, the government hopes to attract private sector investment and develop high-demand tourism products throughout the province. This approach intends to not only boost tourism revenues but also create economic opportunities for local communities.
Addressing workforce and labor challenges is the focus of the third pillar. The strategy recognizes the importance of a skilled workforce in achieving its goals. Immediate workforce needs could be addressed through the development of a Tourism and Hospitality Stream as part of the Alberta Advantage Immigration Program. This initiative aims to attract skilled workers to the province, ensuring that the tourism sector has access to the talent it needs to thrive. In the long term, the government plans to work with industry partners to design training and apprenticeship programs that develop the skills, knowledge, and competencies required for careers in tourism and hospitality.
The fourth pillar, expanding access, aims to ensure visitors have safe, affordable and convenient access to and throughout Alberta in all seasons. Supporting commercial aviation connectivity is a key component of this pillar. By building flight capacity and frequency from target international markets, the province hopes to attract more overseas travelers who typically spend more and stay longer than those who arrive by car. Increasing air access to smaller community airports across the province will also be prioritized, along with addressing federal aviation policies impacting access and affordability.
The fifth and final pillar focuses on Indigenous tourism. The strategy aims to support Indigenous communities and entrepreneurs in delivering authentic experiences and sharing their lands, cultures and stories with visitors. Investing in Indigenous Tourism Alberta’s strategic framework and fostering Indigenous-led partnerships for product and experience development are key components of this pillar. Additionally, collaborating with Indigenous-focused economic development organizations is intended to play a role in future investments, promoting cultural exchange and furthering reconciliation efforts.
The benefits of tourism extend beyond its economic contributions. Tourism plays a significant role in environmental protection and stewardship, cultural awareness and reconciliation. Sustainable and regenerative tourism initiatives can foster pride of place and enhance community development in emerging destinations. Authentic Indigenous tourism experiences present opportunities for sharing and celebrating culture between Albertans and visitors, furthering understanding and support for reconciliation.
Through the "Higher Ground" strategy, Alberta seeks to position itself as a top destination for investment, work and living. By working with industry partners, Indigenous communities, and local entrepreneurs, the Alberta government aims to create a vibrant and competitive tourism sector that attracts visitors from across Canada and around the world. The strategy has the potential to not only boost the province's economy but also contribute to a positive image of Alberta as a dynamic and welcoming destination.
The strategy represents a significant step forward for Alberta’s tourism sector. By focusing on leadership, competitive products, workforce development, access, and Indigenous tourism, the government aims to create a sustainable and thriving visitor economy. This comprehensive approach will ensure that Alberta remains a leading destination for travelers, offering diverse and enriching experiences that showcase the province’s unique charm and hospitality. As the strategy is implemented, ongoing collaboration with stakeholders will be essential to its success, ensuring that tourism continues to play a vital role in Alberta's economic future.