Enhance your understanding of consumer-based intelligence and potential markets with the latest tourism research and reports.

By examining consumer trends you can better understand the vacation experiences sought by visitors and identify potential markets for attracting more visitors to Alberta.

Aurora Borealis International Tourism Research monitors awareness, travel intentions and other key market indicators for Canada and Alberta.
Three women walk along a boardwalk talking to each other. Alberta Tourism Industry Studies examine developments or impacts of specific activities or sectors that influence the tourism industry.
A woman fishes on a lake with a canoe and mountain range in the background. Travel Activities and Motivation Survey (TAMS) – National examines the recreational activities and travel habits of Canadians and Americans.
A man fishes with his yellow water plane in the background. Tourism Statistics provide various details and figures about tourists in Alberta.

Contact the Research and Evaluation Unit for more information.

Last reviewed/revised: October 22, 2015
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