Indigenous Tourism Fuelling Alberta’s Growing Visitor Economy

Indigenous tourism is emerging as a major component of the tourism experience in Alberta and is positioned to surpass the $133.2 million in GDP contributed to the tourism economy in 2024 after a strong summer season.

According to Indigenous Tourism Alberta (ITA), which has nearly 200 members offering experiences including accommodations, attractions, culinary, outdoor, pow-wow, events, retail and artisan experiences, just under 3,900 Indigenous tourism jobs were created throughout Alberta in 2024. 

“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, 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.”

More than half of the member businesses surveyed shared that they’re performing the same or better compared to last year, with nearly one in four reporting significant growth. This shows that Alberta’s Indigenous tourism sector continues to show resilience. 

“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.”

Terry Goertzen, Vice-President of Indigenous Relations and Economic Development for Travel Alberta says that the province’s visitor economy continues to thrive, even against broader economic headwinds. 

“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.”

One of those indigenous entrepreneurs had this to say: “We knew that 2025 would be a complex year with a lot of uncertainty,” said Matricia Bauer, who owns Warrior Women, an Indigenous experience company in Jasper, Alberta. “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.”