How well is tourism doing in Alberta? Well enough that you may want to say “super” when you discuss the multi-billion-dollar industry.
It’s certainly a word two UCP members were happy to toss around in a friendly back-and-forth in the legislature recently, highlighting tourism numbers and successes from today and targets for tomorrow.
The province has a “super big goal” for tourism to reach $25-billion in visitor spending by 2035, Jason Stephan, the member for Red Deer-South, said Nov. 21.
Alberta is beautiful in “both its places and its peoples,” Stephan said, so it’s little wonder tourists from across Canada and around the world choose to visit.
Responded Joseph Schow, the minister of tourism and sport: “Dare I say that it’s super duper to be in Alberta right now?”
Tourist spending in 2023 totalled $12.7-billion, said Schow, the member for Cardston-Siksika in southern Alberta.
That number represents a 20 per cent increase, and $3-billion of the total comes courtesy of international tourists.
The industry is responsible for more than 260,000 Alberta jobs.
Schow continued that “we’re doing things right and our plan is working,” crediting the record-setting year to the efforts of entrepreneurs, government partners and other “amazing people” developing the tourism product.
The government introduced a bill Nov. 7 aimed at allowing responsible and sustainable development of year-round resorts on Alberta Crown land.
The All-Season Resort Act would also cut red tape and streamline approvals, the UCP says.
Second reading of Bill 35 was adjourned Nov. 27.
“We’re going to continue to show that Alberta is the best place to live, to play and to visit,” Schow said.
The combination of both parts of Schow’s portfolio — tourism and sports — was not lost in the super-charged conversation.
Stephan said Alberta is home to “super-duper athletes” and a destination for sports fans.
The minister pointed to the success of the Canadian Finals Rodeo, which returned to Edmonton Oct. 2-5 for the first year of a planned three-year commitment.
The province invested in the rodeo, which saw attendance of about 42,000 over four days and drove the Alberta economy with a $30-million boost and 5,500 jobs. Alberta hosts other international events supported by the government’s major sporting events grant.
Said Schow: “We’ve heard it from Albertans — they want to explore more of their backyard — we’ve heard it from Canadians, and we’ve heard it from international visitors. Everybody wants more Alberta, and we’re going to give it to them.”
In an earlier sitting, Livingstone-Macleod MLA Chelsae Petrovic pointed to better highways, better protection from wildfires and more year-round resorts as important ingredients for tourism success in her riding.
“God’s country has breathtaking landscapes and abundant outdoor activities,” she said. “Our region is ideal for attracting visitors year-round.”
