As Alberta’s visitor economy emerges from a worldwide pandemic following a record-setting 2019, we need to make sure that recovery is built on a solid platform while addressing systemic business challenges. This 2022 state-of-the-industry address will present a real-time look at where we are and where we can go, using fresh research data and feedback from industry members. The Tourism Industry Association of Alberta’s Darren Reeder will provide an overview of how key industry partners should come together to recommit resources, increase resiliency, and review priorities. Though full recovery may be a few years away yet, now is the time to develop the strategy.