File photo of the Lethbridge & District Exhibition Agri-food Hub and Trade Centre. Travel Alberta identified 10 zones with a high potential for tourism growth over the next 10 years, including Lethbridge to Medicine Hat. (Photo: LNN)

By Christian Oldale

Province focused on developing year-round tourism across Alberta

Nov 9, 2023 | 2:57 PM

LETHBRIDGE, AB – The provincial government is looking to promote tourism further across Alberta.

Budget 2023 allocated $10 million in funding over two years to develop year-round experiences in regions outside of the most popular destinations in Alberta.

Travel Alberta identified 10 zones with a high potential for tourism growth over the next 10 years, and is focusing on them as destinations that could have a significant impact on Alberta’s tourism economy.

The zones are all located in areas outside of big cities like Calgary and Edmonton, and parks such as Banff and Jasper.

They include:

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1. Fort McMurray Wood Buffalo
2. Northern Rockies
3. Northeast Lakelands
4. David Thompson
5. Olds to Lacombe
6. Cochrane/Sundre/Rocky Mountain House
7. Canadian Badlands
8. Foothills
9. Lethbridge to Medicine Hat
10. Southern Rockies

Map of Alberta showing the highlighted zones. (Photo: Travel Alberta)

Minister of Tourism and Sport Joseph Schow said the zones represent an opportunity for parts of the province to expand and continue to grow.

He said, “We felt that Alberta has a tremendous story to tell, and that story does exist outside the parks and major cities. An opportunity to grow economies in local and rural communities is a huge opportunity that I don’t think has been fully realized in Alberta.”

Schow added, “Taking these tourism destinations and making them these incredible attractions for business coming from around the world is our main priority.”

Each of these zones was carefully assessed for development potential based on three criteria: Place, People, and Product.

Schow explained, “These 10 tourism destination zones are places we feel are proximal to an airport, and have room for development due to the natural landscapes.”

In the Lethbridge to Medicine Hat region, Schow noted that the region’s association with agriculture, as well as the new Lethbridge & District Exhibition Agri-Food Hub and Trade Centre makes the area an attractive destination.

He said, “There’s so much to share in the agri-food sector and agri-food tourism. Having the new trade centre is massive for the region, I think it makes Lethbridge a very competitive destination for trade shows and when they are hosted there they do such a great job.”

Schow also highlighted the province’s commitment to Indigenous tourism as an attractive selling point. He said those coming to Alberta look to have an authentic Indigenous tourism experience, and venues like Metis crossing, which opened in Smoky Lake in September 2022, have seen success.

The province’s goal is to help Alberta grow its visitor economy to $20 billion annually by 2035.

Information about the highlighted regions, as well as resources, can be found on the Travel Alberta website.

READ MORE: Alberta recognized by National Geographic for Indigenous tourism

READ MORE: Travel Alberta invests $6M over three years to support Indigenous tourism

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