The Calgary Stampede is more than just a rodeo. It's a cultural festival that brings people together and celebrates the spirit of the West. For business owners, it's an economic powerhouse, particularly when it comes to international tourism. Despite facing a significant hurdle with a city-wide water main break, this year's Stampede attracted a record number of foreign visitors.
Here’s a closer look at the economic impact of the Stampede collected and analyzed by Moneris data experts:
Compared to a typical day, Calgary experienced a whopping 200% increase in foreign transactions for entertainment and restaurants alone. This translates to triple the number of tourists enjoying the city's offerings.
While the surge in foreign transactions can be attributed to Calgary, it's likely that many tourists extended their trips to explore other parts of Alberta. This suggests that the Stampede acts as a catalyst for tourism across the entire province.
Year-over-year comparisons further highlight the Stampede's growing appeal. With double-digit growth in foreign transaction count, it's clear that the event successfully drew international visitors despite the challenges posed by the local water main break.
Where are the tourists coming from?
The United States is the undisputed champion when it comes to foreign spending in Calgary and Alberta. Over half of all foreign transactions can be traced back to the U.S. The United Kingdom and Ireland follow closely behind as the top contributors from overseas.
Stampede dominates Alberta's tourist calendar
When it comes to the busiest days for foreign tourists in Alberta, data shows how singularly important Stampede is for international tourism to the province. All ten of the province’s top days for foreign transactions in 2023 fell within the Stampede timeframe. The final weekend of the event claimed the top two spots, with Saturday, July 15th, emerging as the busiest day of the year.
The data also reveals interesting trends in visitor behavior. Long weekends and extra-long weekends, such as the two Fridays and the Monday of Stampede week, saw significantly higher transaction counts. Weekdays followed a consistent pattern, with the final Sunday of the event rounding out the top ten as tourists prepared to head home.
While it remains to be seen if any other event can crack the top ten this year, the Stampede's deep-rooted place in Alberta's culture makes it a strong contender.
The Calgary Stampede is undoubtedly a major driver of international tourism in Alberta. Its ability to attract visitors from around the world is a testament to its enduring appeal. As the event grows in popularity, its economic impact on the province will likely increase too.
For more data related stories, check out Event-Impact Analysis – Moneris® Data Services.
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