Alberta tourism mission heads to Mexico to grow international market

Alberta’s government is leading a tourism mission to Mexico City this week as it looks to strengthen the province’s presence in one of its key international tourism markets.

Tourism and Sport Minister Andrew Boitchenko and representatives from Travel Alberta are scheduled to meet with airline, travel trade and media partners from Oct. 5 to 9. The mission will focus on promoting Alberta as a year-round destination, strengthening international partnerships, expanding direct air access and highlighting tourism experiences across the province.

Mexican visitors spent about $51 million in Alberta in 2025. The province also saw a 38 per cent increase in air passenger volume from Mexico, with visitor numbers rising from about 6,000 in 2024 to 8,000 in 2025.

The government says the mission will also explore opportunities for future investment in Alberta’s tourism sector.

During the mission, Boitchenko is scheduled to meet with Mexico’s Secretary of Tourism, the Ambassador of Canada to Mexico, representatives from the Alberta Office in Mexico City and airline partner Aeroméxico. The itinerary also includes travel trade media interviews, a Destination Showcase and an Alberta Winter Kick-Off event.

The Alberta government says Mexican visitation to Canada is forecast to be 40 per cent higher by 2030 compared with 2025 levels, while visitor spending is projected to increase by 60 per cent.