Tourism Data & Insights Analyst

Work. Wonders.

Get inspired - Face Your Wild in Alberta come and be a part of this amazing organization.

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.

Role Summary

Reporting to the Manager, Research &

• Performance, the Tourism Data &
• Insights Analyst is responsible for delivering high-quality analysis, research, and actionable insights to support strategic and operational decision-making across Travel Alberta and the broader tourism ecosystem.

This role combines strong analytical expertise with modern data practices, leveraging business intelligence platforms, advanced statistical methods, and emerging AI-enabled tools to enhance efficiency and insight generation. The Analyst plays a key role in transforming complex, multi-source datasets into clear, compelling narratives that inform strategy, improve performance, and strengthen Alberta’s tourism competitiveness.

The position also carries meaningful responsibility for data governance and quality, ensuring that data assets and analytical outputs are accurate, 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. Analysis, Research, &

• Insights Generation (60%):
• Acquire, clean, and analyze structured and unstructured data from multiple sources (e.g., tourism statistics, economic indicators, digital analytics, survey data, third-party datasets).
• Apply advanced analytical techniques, including statistical modeling, segmentation, forecasting, and trend analysis, to generate actionable and forward-looking insights.
• Design and execute quantitative and qualitative research initiatives, including survey development, sampling approaches, and qualitative tools (e.g., interviews, focus groups).
• Translate analytical findings into clear, concise, and compelling insight products (reports, dashboards, executive briefings, and presentations).
• Conduct tourism economic impact assessments using established models and approved methodologies.
• Monitor tourism performance, market conditions, and competitive intelligence, synthesize findings, model scenario impacts, and provide practical recommendations.
• Support and oversee third-party research vendors, including project scoping, methodology review, and validation of outputs.
• Provide ad hoc analysis and data validation to support strategic priorities and emerging business needs.
• Leverage AI-assisted tools and automation (e.g., generative AI, automated workflows, natural language querying) to improve efficiency while maintaining analytical rigor and accuracy.

2. Business Intelligence &

• Reporting Enablement (25%):
• Design, develop, and maintain, scalable, near-real-time dashboards and reporting solutions using Travel Alberta’s approved enterprise BI platform (e.g., Power BI, Tableau, DOMO), with continuous improvement to dashboard functionality and relevance.
• Collaborate with stakeholders to identify reporting needs, and translate business questions into user-focused visualizations that enable self-serve analytics and informed decision-making. Ensure consistency and alignment of KPIs, metrics, definitions and methodologies across all reporting outputs.
• Document data sources, metrics, assumptions, refresh schedules and data aggregation processes to support transparency and reproducibility.
• Provide training, guidance, and support to enhance data literacy and adoption of BI tools across the organization.
• Identify opportunities and work with internal IT to automate reporting and streamline workflows through enterprise systems and integrated tools.

3. Data Governance, Quality Assurance &

• Innovation (15-20%):
• Apply and operationalize enterprise data governance standards across all datasets, reports, and analytical outputs.
• Maintain