Southern Alberta’s tourism industry expected to benefit as uncertainty in U.S. grows

Has the threat of tariffs changed your travel plans?

Looming tariff threats, a weak Canadian dollar and a push to buy Canadian are expected to be the driving force behind a rise in those wanting to vacation locally.

Shameer Suleman, owner of the Bayshore Inn Resort and Spa in Waterton Lakes National Park, says despite it being the shoulder season, demand for summer bookings are steady.

“We monitor Canadian traffic, American traffic and international traffic so we know where to market, and we are already seeing a boost of Canadian bookings for the summer as well as the spring,” Suleman said.

American tourism advocates say U.S. President Donald Trump’s looming tariff threats are resulting in more Canadians avoiding travelling to the south.

However, those in the tourism industry on this side of the border say the 25 per cent tariff threat is causing Canadians to spend their money elsewhere and has put a focus on buying Canadian, including travelling.

“If you want to combat this; stay local, invest in local, find those hidden gems that only locals know about,” said Erin Crane, CEO of Tourism Lethbridge.

WestJet says travel to the U.S. dropped 25 per cent in two weeks.

As many may be choosing to vacation in Canada, Crane says the industry is now looking to attract more international travellers to the region, including Americans.

“We are really a flow through, and this is an opportunity to capture more,” said Crane.

“We sit right at entrance to that Alaska highway, so we see a lot of that RV traffic, but we also have the opportunity for more of that travel-trade, which are the international tour operators that are bringing in those big tour buses, landing in Calgary and where can they come?”

Last year marked the second-busiest season on record for Waterton Lakes National Park, with more than 540,000 travellers visiting the park, according to Parks Canada.

Just outside the national park boundaries, the Canadian Border Services Agency says nearly 59,000 travellers came into Canada at the Chief Mountain port of entry in the 2024 season.

Suleman says what is happening in the U.S. may be having an impact, he says the Canada-U.S. is making many rethink their summer plans.

“It’s so expensive,” Suleman said.

“You’re talking about a vacation that’s all of the sudden 40 per cent more expensive, and if you have a family of four, you’re thinking this might not be the year and maybe explore our own beautiful country.”

While the uncertainty is adding to growing concerns, Crane says the focus should also remain on domestic travel.

According to Statistics Canada, from July to September 2023, Canadians spent $27.5 billion on domestic travel expenditures – a number Crane says could easily be increased.

“During Covid when we weren’t allowed to travel, Albertans did a really great job of keeping our industry alive by travelling around the province and that’s what we need to see more of right now,” she said.

“If we can go back to that, this is when that economic impact really starts to churn and that’s what we want to see.”