Alberta’s diverse landscapes are taking a starring role on the global stage, with 28 locations across the province featured in recent Netflix productions.
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The provincial government recently announced it is leveraging this “onscreen” exposure to drive its ambitious goal of reaching $25 billion in annual visitor spending by 2035.
According to new research from Netflix, viewers exposed to Canadian content on the streaming platform are twice as likely to name Canada as their top travel destination.
“Every film and series filmed in our province is an invitation to international viewers to explore all that our province has to offer,” Andrew Boitchenko, minister of tourism and sport, said in a statement. “Showcasing the province on the screen helps drive tourism spending, support local businesses, and create jobs.”
Economic and Regional Impact
The film and television sector has become a significant economic driver for the province, particularly in rural areas.
- Economic Contribution: In 2023, the industry contributed $1.25 billion to Alberta’s economy and supported more than 9,000 jobs.
- Rural Focus: More than 60 per cent of all Alberta-made projects are filmed in small cities, towns, and rural locations. Since 2020, rural productions have injected over $600 million into these communities.
- Return on Investment: The government reports that every dollar of provincial support for the sector generates four dollars of investment back into Alberta.
Global Spotlight on Alberta Landmarks
Major productions such as the romantic comedy Can This Love Be Translated? and the teen drama My Life with the Walter Boys have put a spotlight on iconic sites. Featured locations include the Royal Tyrrell Museum in Drumheller, the Cascade of Time Gardens in Banff, and Horseshoe Canyon in the Badlands.
Tanya Fir, minister of arts, culture and status of women, noted the province’s combination of “world-class crews and stunning backdrops” makes it a premier choice for production companies.
To capitalize on the trend, Travel Alberta has launched specialized multi-day itineraries and filming location guides to help visitors experience the “magic” of these productions firsthand.
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