Tourism in Alberta
A Summary of 2007 Visitor
Numbers and Characteristics
September 2009
Introduction
Whether to see their friends and relatives, for business, or for pleasure, 22.3 million person-visits were
made in 2007 to destinations in Alberta by residents of Alberta, other Canadians, visitors from the
United States, and overseas visitors (same day and overnight trips for Alberta and other
Canada, and overnight trips for the U.S. and overseas).
To better understand the size and characteristics of these visitors, Alberta Tourism, Parks and
Recreation commissioned Research Resolutions & Consulting to prepare a special analyses of the 2007
Travel Survey of Residents of Canada (TSRC) and the International Travel Survey (ITS) that are both
conducted by Statistics Canada. These consumer surveys provide tourism information for travel in
Alberta by Canadians and trips to the province made by U.S. and overseas visitors.
This summary highlights key findings only. For more information on tourism in Alberta, please
contact Alberta Tourism, Parks and Recreation.
Who Travels in Alberta?
All trips: More visits in Alberta are made by residents of Alberta than by other Canadians, U.S. and
overseas visitors. Of the 22.3 million person-visits in the province, 17.9 million (80%) were by
Albertans. Another 2.7 million (12%) were by residents of other parts of Canada. The remaining 1.7
million person-visits (8%) came from the U.S. (4%) and overseas (4%).
Origin of Person-Visits in Alberta in
2007
(N = 22.3 Million Person-Visits)
Alberta
80%
Overseas USA
4%
4%
Other
Canada
12%
Albertans living in the Central Tourism Destination
Region (TDR) travelled more than any other
segment of the province’s population. They took just
under a third (23%) of all the person-visits in
Alberta, in 2007. Residents of the Calgary and Area
TDR took 21% of all the person-visits in the
province and Edmonton and Area TDR residents took
19% of all the person-visits in the province.
Residents of the Alberta South TDR took 9% of all
the person-visits in the province, followed by
residents of the Alberta North with 6% and
residents from the Canadian Rockies TDR with 2%.
Overnight trips: Approximately 52% of all visits in
the province included at least one overnight stop,
yielding 11.5 million overnight person-visits in 2007.
Around 42% of all visits in the province by Albertans
included spending one or more nights away from
home (7.5 million overnight
person-visits).
Residents of the Edmonton and Area TDR accounted for just under one-fifth (18%) of all overnight
person-visits to Alberta. This was followed by residents of the Calgary and Area TDR with 16% and
Alberta Central TDR residents with 15%. The Alberta South TDR accounted for 8%, the Alberta North
TDR accounted for 6% and the Canadian Rockies TDR accounted for 1% of all overnight person-visits to
the province.
Who Travels in Alberta?
Major inbound overnight markets: Key sources of overnight inbound travel for Alberta include
neighboring provinces, northwestern U.S., and major European and Asian markets.
Key Inbound Overnight Markets
(In Rank Order)
Overnight Person-Visits
British Columbia
Saskatchewan
Ontario
United Kingdom
908,000
647,000
417,000
233,000
Manitoba
California
Washington
Germany
Japan
Texas
Montana
Oregon
Korea
213,000
122,000
78,000
73,000
71,000
64,000
49,000
42,000
34,000
British Columbia is a substantive
source of inbound travel to Alberta
(908,000 overnight visits), followed by
Saskatchewan (647,000), Ontario
(417,000), and Manitoba (213,000).
With 233,000 overnight visits, the
United Kingdom generated more
overnight travel in Alberta in 2007
than any American state. Major
American states included California
(122,000 overnight visits),
Washington (78,000), and Texas
(64,000).
Although, visitors from Japan declined
to 71,000 in 2007, they still remain a
key market for Alberta.
Main Purpose of Overnight Travel
Overnight visits in Alberta totaled 11.54 million person-visits in 2007. Across all markets, the
overnight pleasure segment represents 44% of all overnight travel in the province (5.08 million
overnight person visits). More than one third (39%) of all overnight travel in the province was to
visit friends and relatives (VFR). Business travel accounted for 12% of the overnight trips in the
province and 5% were for other purposes.
The pleasure market
represents over one half
Main Purpose of Overnight Travel in 2007
of overnight travel in the
(Overnight Person-Visits in '000s)
province by American
visitors (51%) and
2,987
3,391
Alberta 705
406
two-thirds of overnight
travel by overseas
352
1,129
715
Other Canada
132
visitors (62%). Visiting
friends and relatives
USA
200
188
478
63
accounted for 20% of
overnight travel by U.S.
82
183
492
Overseas
34
and 23% of overseas
visitors. Business
Total 1,339
4,487
5,076
accounted for 9% of
635
overnight travel by
Albertans and 22% of
Business VFR Pleasure Other
overnight travel by
visitors from the U.S.
Accommodation in Alberta
Over the course of 2007, visitors spent 41.54 million person-nights in Alberta. Thirty-two per cent
of these person-nights (13.16 million) were spent in the province’s hotels, motels, resorts,
housekeeping cottages, bed and breakfast establishments and other commercial roofed properties.
A further ten per cent was spent in campgrounds and trailer parks in the province (4.04 million).
Just over one-half (54%) of all person-nights spent in Alberta were spent in the homes of friends
and relatives, private cottages, and other non-commercial accommodations (22.48 million).
Accommodation in Alberta in 2007
(Person-Nights in '000s)
Overseas
2,627
Alberta
Total
3,610
2,200
USA
Other Canada
497
1,124
10,341
4,040
13,164
567
7,407
2,647
5,065
Hotels,Motels, Resorts
427
469
3,272
1,288
22,482
Camping/Trailer Parks
1,855
Private Homes/Cottages
Other
Albertans spent 10.34 million person-nights in the homes of their friends and relatives or their
cottages. They also spent 5.07 million person-nights in the province’s hotels, motels, and other
commercial roofed properties. Thirty-eight per cent of all person-nights spent in commercial
properties are by Albertans.
Canadians tend to dominate Alberta’s campgrounds. They accounted for 77% of all camping nights
spent in the province.
Average Length of Stay
The average length of stay for overnight visitors
to Alberta, which includes Albertans, other
Canadians, visitors from the United States and
overseas, is 3.6 nights. Although Albertans are
the biggest market for Alberta, they have the
shortest average length of stay at 2.4 nights.
The longest average length of stay belongs to
the overseas market with 10.1 nights on
average for each visit. This is not a real surprise
due to the distance the overseas visitor is required to travel to get to Alberta. Visitors from
Ontario are the next market to have a longer
average length of stay with 5.6 nights, followed
by the United States, with 4.7 nights.
Average Length of Stay in Alberta - 2007
Overnight Visitors
3.6
Canada
3.0
Alberta
2.4
B.C.
4.5
Saskatchewan
3.4
Ontario
5.6
United States
4.7
Overseas
10.1
Seasonality
The warmer summer months are more likely to generate travel in Alberta than are the colder
months. The lure of July through September is especially evident for American and overseas
visitors, with close to one-half of all overnight visits (45% for the U.S. market and 46% for the
overseas market) taking place in this three month period. Approximately 29% of overseas visitors
also travel to Alberta in April, May and June. During the six month period of April through
September, 75% of all overseas travel to Alberta is made.
Calendar Quarter of Overnight Visits in Alberta - 2007
January March
April –
June
July September
October December
17%
24%
36%
23%
18%
24%
34%
24%
Alberta
17%
24%
34%
25%
B.C.
18%
22%
37%
23%
Saskatchewan
21%
25%
28%
26%
Ontario
15%
23%
37%
25%
USA
11%
26%
45%
18%
Overseas
11%
29%
46%
14%
All Overnight
By Market
Canada
Visitors from Ontario (37%) and British Columbia (37%) also concentrate their overnight travel to
Alberta in the warmer months of July, August and September. However, visitors from British
Columbia also travel to Alberta in the winter months. Approximately 23% of the person-visits
from British Columbia occurred in the months of October, November and December.
Approximately 25% of the person-visits from Ontario occurred in October, November and
December.
Visitors from Saskatchewan (28%) and residents from Alberta (34%) both take more trips within
Alberta during the months of July, August and September. Although 34% of the
person-visits made by Albertans occur in July, August and September, Albertans do travel
throughout the year. Twenty-five per cent of the person-visits made by Albertans occurred in
October, November and December. Another 24% travelled in April, May and June. Visitors from
Saskatchewan also visit Alberta throughout the year. Twenty-six per cent of the person-visits
from Saskatchewan occurred in the months of October, November and December. Another 25% of
the person-visits from Saskatchewan occurred in the months of April, May and June.
Overnight Tourism in Alberta’s Regions
Major urban areas are magnets for overnight travel in Alberta. Over the course of 2007,
one-quarter (25%) of all person nights spent in the province were spent in the Calgary and Area
TDR. Edmonton and Area (21%), Canadian Rockies (19%), and Alberta Central (17%) were
each responsible for
Nights Spent in Alberta by
about one-fifth of the
nights spent by visitors
Tourism Destination Region in 2007
in the province. Also,
N = 41.54 Million Person Nights
9% of all person nights
were spent in Alberta
South and 5% of all
2.19
Alberta North
person nights were
spent in Alberta North
Alberta Central
7.26
TDR.
8.86
Edmonton & Area
7.70
Canadian Rockies
10.43
Calgary & Area
3.61
Alberta South
Region Unspecified
1.49
The Canadian Rockies is the
most widely visited tourism
region in Alberta for American
and overseas visitors. More than
one-third (37%) of all person
nights spent in the province by
overseas visitors and 35% of all
nights spent in Alberta by
American visitors were spent in
the Canadian Rockies TDR.
Canadians, on the other hand,
spent comparatively few of their
nights in the Canadian Rockies
TDR (11%), concentrating more
heavily on the Calgary and Area
TDR (25%), the Alberta Central
TDR (23%), and the Edmonton
and Area TDR (21%).
ISBN: 978-0-7785-5790-6
ISSN: 1718-2999
Combined, the
Canadian Rockies TDR,
the Calgary and Area
TDR and the Edmonton
and Area TDR account
for 65% of all the
person night visits in
Alberta by visitors from
Canada, the United
States and overseas.
Person Nights in Alberta’s Regions - By Market
(All Purposes)
Person Nights
Canada
29.20 million
USA
4.32 million
Overseas
8.02 million
Alberta North
6%
3%
3%
Alberta Central
23%
6%
4%
Edmonton and
Area
21%
26%
20%
Canadian Rockies
11%
35%
37%
Calgary and Area
25%
19%
31%
Alberta South
9%
10%
5%
Region
Unspecified
5%
1%
0%
For more information:Kristy Hubscher, Tourism Research
Analyst, Alberta Tourism, Parks and Recreation
(780) 415– 1224
[email protected]