Muhammad Yaseen, Minister of Immigration and Multiculturalism. (Government of Alberta)

By rdnewsNOW staff

Addressing A Need

Province aiming to grow Alberta’s tourism and hospitality sector

Feb 15, 2024 | 3:09 PM

Alberta’s government is launching a new immigration stream March 1 to help the province’s tourism and hospitality industry address labour gaps and challenges.

Government officials say Alberta’s tourism and hospitality sector is a key driver of economic growth and jobs throughout the province, especially in rural areas and communities outside large urban centres, while showcasing the unique experiences and welcoming hospitality that attracts visitors from around the world.

In 2022, the government says Alberta saw $10.7 billion in tourism spending, representing an increase of $600 million from 2019 levels. This growth is evidence of a full recovery from the downturn during the pandemic and puts the province on track to break visitor expenditures year over year, say provincial officials. To support the growth in Alberta’s visitor economy, the province says it is launching a new immigration stream to attract a skilled workforce to the province’s tourism and hospitality industry.

The Tourism and Hospitality Stream, part of the Alberta Advantage Immigration Program, aims to relieve labour challenges and help Alberta businesses attract and retain much-needed workers. This is hoped to help ensure Alberta’s tourism and hospitality industry continues to strengthen and grow the economy.

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“The future of Alberta’s visitor economy depends on a thriving tourism and hospitality sector being able to meet the increasing demands of visitor traffic throughout the province.” says Muhammad Yaseen, Minister of Immigration and Multiculturalism. “We’ve listened to stakeholders as they’ve shared concerns about the persistent labour shortages within their industry, and this new stream is a direct response to those challenges.”

“Alberta’s tourism and hospitality sector is a significant employer and contributor to the province’s economic well-being,” adds Darren Reeder, president and chief executive officer, Tourism Industry Association of Alberta. “With the government’s commitment to more than double the value of Alberta’s visitor economy, the new Tourism Hospitality Stream of the Alberta Advantage Immigration Program is an absolutely foundational element to ensuring the province develops a year-round tourism labour force that assists with the development of new tourism products and services that global travellers are seeking.”

Alberta Advantage Immigration Program

The Alberta Advantage Immigration Program is described as the province’s economic immigration program to attract and retain talented workers and entrepreneurs. Operated in coordination with the federal government, officials say it enables Alberta’s government to address challenges and gaps in the province’s labour market by nominating skilled/experienced individuals to fill job vacancies.

The Tourism and Hospitality Stream is open to individuals who have already been working for a tourism and hospitality business for at least six months and who have met criteria to establish themselves in Alberta permanently.

“The tourism and hospitality immigration stream will open up new opportunities across the province while attracting skilled workers to well-paying jobs that will support their families,” states Joseph Schow, Minister of Tourism and Sport. “As Alberta’s visitor economy continues to thrive, it is critical we supply our tourism and destination operators with the workforce they need for success.”

“The AHLA welcomes the creation of a dedicated immigration stream for Alberta’s tourism and hospitality industry,” shares Tracy Douglas- Blowers, president and chief executive officer, Alberta Hotel & Lodging Association. “While Canadians continue to respond to Alberta’s call, our member hotels are still experiencing acute labour shortages in their teams. By helping hotels attract and retain the skilled staff they need, this stream will help Alberta hotels deliver a better experience to our guests and strengthen the provincial tourism economy.”

“Alberta restaurants face the highest job vacancy rate of any sector at nine per cent, nearly double the province’s average of five per cent,” says Mark von Schellwitz, vice-president, Western Canada, Restaurants Canada. “Labour shortages have hindered their post-pandemic recovery. We thank the Alberta government for helping to address these concerns through the dedicated Tourism and Hospitality Stream, offering support to revitalize restaurants and help them access the labour they need to thrive in their communities.”

Alberta government quick facts

• To be eligible for the immigration program’s Tourism and Hospitality Stream, candidates must have a valid full-time, non-seasonal job offer from an approved employer operating within the appropriate industry.
• In 2022, Alberta saw 32 million person-visits, generating $10.7 billion in expenditures, and supporting more than 80,000 full-time equivalent jobs.
• Eleven per cent of Canada’s tourism-related businesses are in Alberta.

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