Market Profile – Alberta
March 2025
The 2025 Market Profiles contain the latest information and highlights on Destination BC’s key domestic markets. These profiles summarizes target markets, including the size of the market, volume and expenditures in BC, and traveller and trip characteristics. The latest market highlights and indicators of future travel are also included. Highlights and factors are ever-changing—as such, those available here are time-stamped from the date of distribution.
Market Highlights
- Second-largest domestic market by visitation and visitor spending.
- Highly accessible by land and air.
- Demand relatively balanced year-round with summer peak.
- Strong repeat visitation driven by geographic proximity.
Market Potential
This section provides a snapshot of Alberta's outbound travel market, including its size, growth, audience relevance, and key travel context for BC.
29.5M
2025
*Canadian province value is at the national level
-10%
Percentage Change
2025 vs. 2024
*Canadian province value is at the national level
Refined Globetrotters and Outdoor Explorers
9 Days
Paid Time Off: 10 days
Market Position
This section highlights Alberta's importance within BC’s domestic visitor market, including its share of arrivals and ranking among international markets.
20.4%
2025
#2 BC Market
2025
*Preliminary estimates; subject to revision
#2 Domestic Market
2025
*Preliminary estimates; subject to revision
Support
Current Market Performance
This section provides a detailed view of Alberta’s tourism performance in the province, including visitor spending, visitation levels, market share, and recent trends.
$2.1B
2025
*Preliminary estimates; subject to revision
20%
2025 vs 2024
*Preliminary estimates; subject to revision
$600
2025
*Preliminary estimates; subject to revision
3.4M
2025
*Preliminary estimates; subject to revision.
18%
2025 vs 2024
*Preliminary estimates; subject to revision
-3%
2025 vs 2024
*Canadian province value is at the national level
64% Off-Peak Nights
2025
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
-1.7 percentage point
2025 vs 2024
*Seasonal Visitation is the percentage of nights spent in BC for all months outside of peak months of July and August
Market Outlook
This section highlights the outlook for the Alberta market, including projected visitor spending, visitation, and air capacity to BC.
$2.2B
2026
+2% vs. 2025
*Preliminary estimates; subject to revision
3.5M
2026
+2% vs. 2025
*Preliminary estimates; subject to revision
4.9%
August 2025 - July 2026 vs. August 2024 - July 2025
*Canadian province value is at the national level
Sources
- Destination BC Estimates
- Tourism Economics 2026 Forecast Data Tabulation
- Destination Canada Visitor Profiles
- Destination BC’s Global Marketing Plan
- Environics Analytics
- Amadeus ForwardKeys
- Destination Canada Data Collective – Main
- Destination Canada Data Collective – Market Report
- Destination Canada Data Collective – Traveller Segments
- Statistics Canada, International Visitors Arrival, 2025
- Statistics Canada, Vehicles Entering Canada, 2025
- Destination BC’s KPI & Iconics Survey
Market Profiles
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Market Profile – United Kingdom
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Market Profile – Australia
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Market Profile – Washington
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Market Profile – Mexico
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Market Profile – China
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Market Profile – British Columbia
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Market Profile – Ontario
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