Alberta has been officially named the Most Desirable Region Worldwide in the 2025 Wanderlust Reader Travel Awards.
The awards, now in their 24th year, celebrate destinations that captivate travellers through adventure, culture, nature, food, and sustainability.
The recognition comes amid a strong period for the province’s tourism sector, which has seen record growth and rising international visitation. The UK remains a key market (the second-largest for the province) with UK visitors spending $287 million in 2024.
“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.
“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. This just shows how much that is paying off. Visitors want to come to Alberta, and we are ready to welcome them in all seasons.”
The award is expected to further boost Alberta’s profile as a must-visit destination, blending breathtaking landscapes, cultural richness, and memorable experiences.
