Tourism in Alberta is continuing to thrive as visitor spending reaches new levels. The provincial government reported that tourists spent $15.2 billion in Alberta in 2025 — an increase of six per cent from 2024. “Since coming out of 2020, we’ve seen 150 per cent growth in tourism spending within our own province,” said Tourism Industry Association CEO Darren Reeder. “There are a lot of us in this industry that … are encouraged by the fact that Albertans first and foremost are responding to the call to action to experience activities and products in their own back yard, but also that more of the world is wanting to come here and spend money.” The tourism sector employes more than 86,000 jobs, more than 10 per cent of Alberta’s workforce. Reeder calls tourism an “export industry,” now sitting at Alberta’s fourth largest export and measuring $3.5 billion annually. “Tourists come to the country, they come to places like Lethbridge, they spend money here, they leave money here, but they’re taking experiences home, so in the global context we would refer to that as export value,” Reeder said. “In Alberta, it’s one of our fastest growing export sectors.” Continuing to grow the industry was the focus of Tourism Day at the 2026 Southern Alberta Economic and Tourism Summit at the Lethbridge Trade and Convention Centre. The inaugural event was held by Tourism Lethbridge in partnership with SouthGrow Regional Initiative. “To be able to get everyone to connect together and collaborate together, really opens up the opportunities for partnerships,” said Tourism Lethbridge chair Greg Robinson. The event brought together 110 industry experts, tourism operators, economic development professionals and municipal leaders to explore how tourism supports regional growth, investment and collaboration. Robinson says key area the summit focused on was increasing Indigenous tourism across Alberta. “There’s a huge opportunity for people of all backgrounds to really take part in what they have to offer and really get that genuine and authentic Indigenous experience and there’s so many opportunities right here in our area,” he said. As the peak travel season nears, those attending the summit said the year is already showing promising signs. “Tourism is on another positive growth here in 2026,” said Jon Mamela, chief commercial officer with Travel Alberta. “In Lethbridge in particular, Whoop-Up Days looks very promising again and another outstanding event. The number of powwows and other events in the Indigenous First Nations — the Blackfoot Nation as well — is certainly exciting.”
