Indigenous tourism in Alberta continues to gain momentum following a strong 2024 summer season, with projections indicating the sector will surpass its current $133.2 million contribution to the province’s GDP.
Indigenous Tourism Alberta (ITA), an organization representing nearly 200 member businesses offering experiences ranging from accommodations to cultural events, reported that close to 3,900 Indigenous tourism jobs were created across Alberta this year. By 2026, the sector’s contribution to Alberta’s GDP is expected to rise to $143.3 million.
“Tourism is Alberta’s largest service export and fourth largest export industry, but more than that, it is an incredibly powerful way for people to learn, connect and reflect,” said Chelsey Quirk, CEO of Indigenous Tourism Alberta. “Our members are proud to share their knowledge, culture and community, helping travellers gain a profound understanding of and connection with the resilience of Indigenous Peoples.”
According to The Conference Board of Canada, Indigenous entrepreneurs in Alberta generated $566 million in tourism revenues in 2023, making the province the second-highest in the country and accounting for 15 per cent of Canada’s total Indigenous tourism revenues.
Travel Alberta reported that tourism expenditures across the province reached a record $14.4 billion in 2024, followed by a six per cent revenue increase from January to July 2025 compared to the same period last year. This growth places Alberta’s visitor economy at a pace four times faster than the national average.
“This summer’s strong tourism numbers show that Alberta’s visitor economy continues to thrive, even against broader economic headwinds,” said Terry Goertzen, vice-president of Indigenous relations and economic development at Travel Alberta. “A key part of this growth is the strength of Indigenous tourism, with Indigenous entrepreneurs and communities leading the way in sharing their stories and cultures with the world. Indigenous tourism is vital to Alberta’s visitor economy, and Travel Alberta is proud to invest in and support its continued momentum.”
A recent survey conducted among ITA members found that the sector continues to demonstrate resilience despite financial pressures. More than 90 per cent of Indigenous tourism operators in Alberta reported increased costs this summer, and over half said expenses rose significantly. Nevertheless, many businesses maintained or improved their performance.
“We knew that 2025 would be a complex year with a lot of uncertainty,” said Matricia Bauer, owner of Warrior Women, an Indigenous experience company in Jasper. “With our community in recovery, we really did not know what to expect. But people showed up, and they continue to show up. To me, this is a clear reflection of the desire to explore Indigenous culture and make a meaningful contribution to the path toward reconciliation.”
More than half of surveyed businesses said their performance remained stable or improved compared to 2024, with nearly one in four reporting significant growth.
“Indigenous Tourism Alberta is very optimistic and encouraged by the growing interest from travellers both domestically and abroad, particularly as we prepare to welcome the world at the International Indigenous Tourism Conference in Edmonton in 2026,” added Quirk. “It starts with our members, who truly embody our industry’s resilience and care deeply about what it means to share their stories and culture with the world.”
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