International Tourism Research
Alberta Culture and Tourism partners with other members of the research community to conduct international tourism research.
You can find detailed reports and summaries to better understand the global tourism market and how it affects the tourism industry in Alberta.
Global Tourism Watch
In partnership with the Canadian Tourism Commission and other provincial tourism agencies, a Global Tourism Watch program was created to expand consumer-based intelligence in core markets. The overall objective is to monitor awareness, travel intentions and other key market indicators for Canada and Alberta.
Summary Reports 2008-2015
These reports track market intelligence and consumer changes with travellers from international markets as well as the domestic market each year.
China Ski Study
A joint research initiative with the Canadian Tourism Commission, Tourism British Columbia and Alberta Culture and Tourism, on behalf of Travel Alberta,
with the purpose of obtaining a better understanding of China's ski market and its potential for Canada, British Columbia and Alberta.
The research was conducted in two phases - a review of existing information on the Chinese ski market and interviews conducted at three Chinese ski resorts.
TravelStyles: Americans as International Travellers - Focus on Alberta
The report examines the potential market for pleasure travel from the United States to Alberta. It provides the basis for quantifying market potential, identifying promising market segments and designing advertising and promotions.
European Segmentation Studies
Travel Alberta and Alberta Culture and Tourism, in partnership with the Canadian Tourism Commission and five other provincial tourism agencies, conducted a segmentation study of travellers from the United Kingdom, Germany and France.
The study produced an Alberta report that specifically focuses on Alberta's potential to generate additional leisure travel from those markets.
Market Potential for Dutch Travellers to Visit Alberta, Canada
Alberta Culture and Tourism, in partnership with Travel Alberta, identified the need to undertake research in The Netherlands, which is one of Alberta's secondary tourism markets.
The research is to better understand the travel characteristics and travel motivators of the Dutch market.
Email Research and Evaluation Unit for more information.
Last reviewed/revised: December 2, 2016