Analyst, Tourism

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At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in Canada. As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage.

Position Summary

Reporting to the Senior Manager, Business Intelligence, the Analyst, Tourism & Marketing Data is responsible for delivering high-quality analysis, research, marketing intelligence and actionable insights to support strategic and operational decision-making across Travel Alberta and the broader tourism ecosystem.

The role strengthens Travel Alberta’s ability to make evidence-based decisions by connecting tourism performance, consumer behaviour, market potential, and marketing effectiveness into clear, actionable insight. The Analyst maintains and enhances proprietary attribution models, applies advanced analytics and third-party research, and uses modern business intelligence and AI-enabled tools to measure impact, improve investment decisions, and support more effective audience targeting across destination promotion channels.

The position also carries meaningful responsibility for data governance and quality, ensuring that data assets and analytical outputs are accurate, transparent, ethical, consistent, well-documented, and aligned with enterprise standards. Working collaboratively across internal teams, government partners, and industry stakeholders, the Analyst ensures insights are timely, relevant, and decision ready.

Key Responsibilities

1. Measurement, Modelling, Research, & Strategic Insights:

• Acquire, clean, and analyze structured and unstructured data from multiple sources including tourism statistics, economic indicators, digital analytics, campaign performance, survey data, customer data, and third-party research datasets.
• Apply advanced analytical techniques, including statistical modeling, segmentation, forecasting, trend analysis, predictive analytics, and scenario modeling, to generate actionable and forward-looking insights.
• Develop, enhance, validate, and maintain attribution models that demonstrate the relationship between marketing investment and tourism outcomes.
• Design and execute quantitative and qualitative research initiatives, including survey development, sampling approaches, qualitative tools and market intelligence studies (e.g., interviews, focus groups).
• Support and oversee third-party research vendors, agency partners, and data providers, including project scoping, methodology review, quality assurance, and validation of outputs.
• Translate analytical findings into compelling reports, dashboards, executive briefings, presentations, and strategic recommendations.
• Conduct tourism economic impact assessments using approved methodologies and models.
• Monitor tourism performance, market conditions, consumer behavior, competitive intelligence, and industry trends to identify opportunities and risks.
• Distill consumer insights, brand research, travel intent studies, campaign effectiveness research, and market intelligence into actionable business recommendations.
• Conduct market analysis and market potential assessments to support investment prioritization and strategic planning.
• Use first-party and third-party data to refine customer segmentation and provide evidence-based recommendations to support audience targeting and investment optimization across channels.
• Conduct cross-channel (paid, earned, owned and trade distribution) performance analysis to support channel level investment prioritization and strategic planning.
• Leverage AI-enabled tools, automation, natural language querying, and advanced analytics to improve efficiency while maintaining analytical rigor and accuracy.
• Enhance and maintenance of Travel Alberta’s marketing measurement framework, ensuring documented KPIs, methodologies, calculations, baselines, and targets.
• Evaluate effectiveness of Travel Alberta programs and provide recommendations to optimize resource allocation and strategic investments.

2. Business Intelligence & Reporting Enablement:

• Design, develop, maintain, and optimize dashboards and reporting solutions using approved enterprise BI platforms such as Powe