Wednesday, May 28, 2025
Calgary has unveiled a bold vision to nearly double its tourism revenue, aiming to increase earnings from $2.9 billion in 2024 to $6 billion by 2030. This strategic objective was shared at a recent industry summit where city officials, tourism professionals, and business leaders came together to discuss plans to boost Calgary’s position as a top destination for travelers.
The city’s roadmap to this ambitious target centers on strong leadership, innovative marketing, and seamless collaboration between government entities and private sector partners. Tourism is being positioned as a vital component of Calgary’s economic diversification and long-term growth strategy.
Riding positive momentum toward ambitious growth
Visitor spending in Calgary has already surged by 10 percent year-over-year, demonstrating the city’s increasing allure. Still, achieving a twofold increase in revenue in just six years requires persistent efforts to expand awareness, attract a wider range of visitors, and continuously enhance the visitor experience.
A cornerstone of Calgary’s promotional efforts is the “Blue Sky City” campaign, which effectively captures the city’s dynamic spirit and growth potential. Recently, the campaign gained significant exposure through a large-scale transit advertising initiative in Toronto, Canada’s largest metropolitan market. Initial feedback reveals strong interest, with over 90 percent of viewers eager to learn more and nearly three-quarters considering a trip to Calgary. This strong response highlights the campaign’s power to shift perceptions and spark travel intent.
Booking data also shows rising visitor numbers from both Canada and the United States, underscoring Calgary’s growing status as a favored travel destination. These trends align with broader traveler preferences that favor destinations offering vibrant urban experiences alongside access to nature and outdoor recreation.
Building partnerships and modernizing infrastructure
Calgary’s tourism network now includes more than 1,100 active partners ranging from hotels and restaurants to tour operators and cultural venues. In 2024, the city expanded its international marketing reach by forming 50 new partnerships, targeting new global markets to diversify visitor sources.
Air travel continues to be the primary way visitors arrive, with Calgary International Airport welcoming approximately 8.4 million passengers annually. Recognizing the airport’s role as a visitor gateway, Calgary has invested in significant upgrades, particularly focused on the domestic terminal, to improve passenger flow, amenities, and overall traveler comfort. These improvements aim to create a welcoming first impression that encourages repeat visits.
Additionally, the expansion of direct flight routes and increased frequency by airlines is enhancing Calgary’s accessibility. Improved air connectivity opens the city to new markets and facilitates easier travel for both leisure and business travelers.
Strong financial foundation fuels growth initiatives
Tourism Calgary, the city’s official destination marketing organization, generated revenues exceeding $25 million in 2024. This financial base is supported primarily through contributions from local hotels and municipal funding. A notable highlight of the year was the city’s successful hosting of the Winter Special Olympics, which received a dedicated investment of $3.2 million. This high-profile event showcased Calgary’s ability to host world-class gatherings and brought positive international attention.
With pandemic-related aid behind it, Tourism Calgary has shifted to sustainable funding models that support long-term growth. The organization is committed to deploying resources strategically to maximize impact through marketing, event bidding, and product development.
Over the next five years, Tourism Calgary has committed $11 million to support major event hosting. This funding comes from a mix of city government contributions, hotel associations, and grants, reflecting broad community support. The goal is to attract a steady stream of conferences, festivals, sports tournaments, and conventions that will maintain visitor flow throughout the year.
Calgary has an active pipeline of event bids extending through 2033. Hosting a diverse array of events will help diversify visitor profiles and smooth out seasonality in tourism demand. Moreover, these events offer platforms to highlight local culture, talent, and hospitality, enriching the visitor experience.
Community engagement and exceptional visitor experiences
Calgary’s tourism success story relies heavily on the community’s dedication to hospitality and service excellence. Residents, businesses, and cultural organizations are all actively engaged in welcoming visitors and providing memorable experiences. This collective effort enhances Calgary’s reputation and encourages repeat visitation.
Investments in new attractions and enhancements to existing ones are also underway. From festivals celebrating local arts and cuisine to outdoor adventures and sporting opportunities, Calgary is broadening its offerings to appeal to a variety of traveler interests. Sustainable tourism practices remain a priority to ensure growth respects environmental and social values.
Looking ahead to a vibrant tourism future
Calgary’s tourism ambitions rest on a solid foundation of strategic planning, partnership building, and financial stability. The city’s integrated approach combines brand development, infrastructure improvements, major event hosting, and community engagement to create a compelling destination.
While the goal of doubling tourism revenue by 2030 is challenging, Calgary has demonstrated the vision, resources, and momentum necessary to make it achievable. Increased visitation will bring widespread economic benefits, supporting jobs, local businesses, and overall quality of life.
In the coming years, Calgary is poised to elevate its profile as a vibrant, diverse, and welcoming destination. Its commitment to delivering exceptional visitor experiences ensures that this growth will be sustainable and inclusive, positioning the city for long-term success in the competitive global tourism landscape.
