Alberta was just named the world’s most desirable region

A Canadian province just gained some serious worldwide recognition, and you might be surprised by which one.

The province of Alberta was named the Most Desirable Region Worldwide in the Wanderlust Reader Travel Awards.

As the U.K.’s biggest consumer-voted travel awards, 4.8 million votes were cast to determine the world’s most desirable cities, regions, countries, and emerging destinations.

The awards also celebrate the top destinations for adventure, culture, nature, culinary excellence, and sustainability.

“Alberta is a spectacular province with so much to offer visitors, and it is an absolute honour to be chosen by readers as their most desirable region,”  said Tannis Gaffney, chief marketing officer at Travel Alberta, in a press release. “Every individual in the tourism industry should feel proud for contributing to this award.”

Votes cast

There were a total of 4.8 million votes cast and collected for the Wanderlust Reader Travel Awards, and Alberta’s spot on top highlights the strong global reputation we have in the U.K. and elsewhere.

“This is a proud moment for Alberta,” said Andrew Boitchenko, Minister of Tourism and Sport. “[It] puts us on the world stage as a premier destination for family adventures, local experiences, and stunning landscapes while highlighting our dedication to driving growth and opportunity for our vibrant visitor economy.”

Wanderlust is a trusted global travel publication with over 200,000 readers in the U.K. and beyond. The U.K. is the second-largest international market for Alberta, spending $287 million in 2024.

Strategic investment

The major achievement demonstrates that Alberta’s strategic investments to grow and innovate in the tourism sector are paying off.

“Across the province, we have been working with operators and partners to develop world-class visitor experiences, expand air access, and really highlight Alberta to the world,” continued Gaffney.

In 2024, the province boasted a record year of visitor economy growth, with 10 per cent of Albertans employed in tourism.

This rapidly growing industry is gaining momentum across the province, and it’s set to bring in a whole host of benefits, beyond just an economic boost.

The Wanderlust website feature is a stunning display of Alberta’s unique beauty in all seasons.

“Visitors want to come to Alberta, and we are ready to welcome them,” Gaffney said.

You can read the complete feature in more detail on the Wanderlust magazine website.

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