Our Strategy
Read through the insights and plans that are driving the growth of Calgary’s visitor economy.
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.
2025-2027 Business Plan
We have bold plans to double visitor spend in our city to $6B by 2035, through a renewed focus on four key pillars:
Fuel Excitement for our Blue Sky City
Be a Year-Round Eventful City
Be Canada’s Leading Convention Destination
Bold Leadership and Transformative Collaboration
Nose Hill Park (Credit: Tourism Calgary/Colin Way)
2024 Annual Report
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.
Sustainability
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.