This paper presents results from an analysis of a ‘visitor sector’ employment study for the Foothills Model Forest. A visitor sector is differentiated from the rest of the economy based on a survey of visitor-related and visitor-driven businesses. An analysis of the survey data is conducted by town (Hinton and Jasper) and by major visitor sector industry (restaurant/hotel, tour/transportation, retail, car repair, and various). Visitor sector employment results are compared to the resource sectors of the FMF in terms of contribution to employment numbers and contribution to the total FMF wage bill. The analysis suggests the visitor sector is the largest employer in the region. However, this finding may be overshadowed by the small economic contribution made by the visitor sector in terms of total and average weekly wages.