​​Nobody knows the ebbs and flows, ins and outs, weather patterns and trail ratings of Canadian tourism like Travel Alberta's CEO David Goldstein.

In a candid and free-flowing conversation, we talk about how and why tourism traffic and spend is (way) up in Alberta, as well as the province's approach to Indigenous tourism partnerships, balancing big-ticket destinations like Banff with worthwhile places off the beaten path, deciding which global markets to focus marketing on, Alberta's evolving image in traveler's minds, and how Canada's tourism initiatives are a best-in-class model. Plus the best ski slopes in Alberta, and the lifelong travails of being an Ottawa Senators fan.

Tariffs, shutdowns, "integrity" fees, H2-B visa caps, FAA staffing and hardware issues, airport restrictions ... it all begs the question: Does the U.S. government hate its own travel industry?

International travel is predicted to drop by 6.3% from 72.4 million in 2024 to 67.9 million in 2025, according to U.S. Travel Association. This year we are poised to be the only country in the WORLD where inbound tourism decreased. Travel and tourism accounts for approximately 2.5-3% of the U.S. GDP, supports 15 million American jobs, and via taxes accounts for almost 7% of all government income. So, we should take global competition for travel dollars a bit more seriously, no?

AI was, predictably, everywhere, all at once, in every session at this year's conference, but there was a distinctly humanist air to it all as well. Trust, connection, authenticity, reality, face-to-face communication were thematic touchstones throughout. We still want recommendations from real live honest-to-goodness human beings, and AI can help facilitate that. (Right?)