Our Strategy

Tourism Calgary’s strategies and plans outline how we drive the growth of Calgary’s visitor economy - today and for the future. Equally as important is recognizing how far we've come and the milestone moments that truly position our destination for success.

We have bold plans to double visitor spend in our city to $6B by 2035, through a renewed focus on four key pillars:

1. Fuel Excitement for our Blue Sky City

2. Be a Year-Round Eventful City

3. Be Canada’s Leading Convention Destination

4. Bold Leadership and Transformative Collaboration

In 2024, we saw an increase in visitors to Calgary contributing an estimated $2.9 billion in tourism spend, which is an increase of 10 per cent over 2023. This amidst a wild year of water restrictions and support for Jasper’s wildfire response. We dedicated efforts to building relationships, including our partnership with Indigenous Tourism Alberta, and collaborating further with Travel Alberta and the Government of Alberta on aligning our goals for Calgary.

Calgary’s tourism industry is committed to supporting the City of Calgary goal of achieving net-zero emissions by 2050. Strategic thinking across topics like biodiversity, transportation, circular economies is helping position Calgary as a global leader in sustainability.