Tourism Data & Insights Analyst

Travel Alberta•Calgary, AB

About The Position

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. 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.

Requirements

Bachelor’s or Master’s degree in Data Analytics, Economics, Statistics, Data Science, Business Analytics, or a related quantitative field, or an equivalent combination of education and experience.
Advanced proficiency in data analysis and programming tools (e.g., SQL, Python, R) for data manipulation, statistical analysis, and automation.
Strong experience with business intelligence platforms (e.g., Power BI, Tableau, DOMO), including dashboard design, data modeling, and performance optimization.
Solid grounding in statistical methods (e.g., regression, hypothesis testing, forecasting, multivariate analysis).
Experience designing and analyzing primary research (e.g., surveys, qualitative research).
Experience or strong interest in leveraging AI-enabled tools (e.g., generative AI, automated analytics workflows) responsibly within analysis.
Understanding of data governance principles, including data quality.
Ability to document and manage data assets (data dictionaries).
Understanding of privacy, data protection, and responsible data use requirements.
Familiarity with governance frameworks (e.g., DAMA-DMBOK concepts) and their practical application.
Awareness of risks associated with AI-generated outputs and ability to apply appropriate controls.
Minimum of 5+ years of progressively responsible experience in data analysis, research, or business intelligence roles.
Experience working with complex, multi-source datasets and delivering actionable insights.
Experience managing or collaborating with third-party vendors or research partners.
Experience supporting strategic or operational decision-making through data.
Analytical Thinking & Problem-Solving: Ability to structure ambiguous problems, evaluate analytical approaches, and deliver clear, practical recommendations.
Communication & Data Storytelling: Ability to translate complex analysis into clear, compelling narratives tailored to diverse audiences.
Collaboration & Influence: Builds strong relationships and works effectively across teams to drive alignment and outcomes.
Organizational Agility: Effectively manages multiple priorities in a fast-paced environment with strong attention to detail.
Innovation & Continuous Improvement: Demonstrates curiosity and proactively adopts new tools, technologies, and methodologies.

Nice To Haves

Knowledge of GIS or spatial analysis tools is considered an asset.
Knowledge of the tourism industry and related data sources is considered an asset.

Responsibilities

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.
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.
Apply and operationalize enterprise data governance standards across all datasets, reports, and analytical outputs.
Maintain standardized definitions for key tourism metrics and KPIs to ensure consistency across the organization.
Execute robust data quality assurance processes, including validation checks, anomaly detection, and reconciliation procedures.
Monitor data integrity and proactively identify issues such as gaps, inconsistencies, or delays, leading resolution efforts with internal and external partners.
Maintain comprehensive documentation, including data dictionaries, Enterprise Data Taxonomy, knowledge resources, and methodologies to ensure transparency and repeatability.
Evaluate and validate third-party data sources and research methodologies to ensure reliability and alignment with internal standards.
Promote ethical and responsible data use, including oversight of AI-assisted analysis to ensure outputs are accurate, explainable, and unbiased.
Collaborate with cross-functional teams to improve data management practices and advance organizational data maturity.
Contribute to continuous improvement by identifying new tools, data sources, and innovative analytical approaches.