The Alberta government is realigning how it attracts international investment and tourism to better coordinate global promotion efforts across energy, technology, and the visitor economy. Starting April 1, 2026, the province will move the Invest Alberta Corporation under the direct oversight of the Ministry of Jobs, Economy, Trade and Immigration.
On February 25, 2026, provincial officials also introduced the Traveller Protection and Destination Development Act. This new legislation establishes strict transparency rules for destination marketing fees charged by hotels, requiring that 100% of these funds be reinvested into local destination marketing and development projects.
These changes follow a record-breaking year where visitors spent $15.2 billion across the province in 2025. To maintain this momentum, the government previously designated Nakiska and other nearby resorts as all-season resort areas to encourage year-round visitation.
While the province aims for continued growth, Banff Mayor Corrie DiManno has expressed concerns regarding the resulting pressure on local services. The town is currently facing a shortage of approximately 1,000 housing units, which DiManno notes has created an “unattainable” rental market for the workers needed to support the tourism surge.
Local tourism leaders, including Rachel Ludwig from Tourism Canmore Kananaskis, support the new fee regulations. Ludwig noted that the legislation helps ensure tourism remains sustainable by focusing on a “triple bottom line” that balances business profits with the needs of the environment and the local community.
