Alberta’s tourism agency is working to expand tourism growth beyond traditional destinations in the Rockies and southern Alberta into communities such as the Grande Prairie region, which already generates nearly $300 million annually in visitor spending.
Travel Alberta president and CEO David Goldstein said the northwestern Alberta corridor stretching from Grande Cache to Grande Prairie has become a priority area under the province’s tourism development strategy.
“This area – is one of the 10 tourism development zones,” Goldstein said. “So it’s a high-priority area for us.”
Goldstein said Travel Alberta invested more than $2 million in grants and tourism support initiatives in the region over the past two years as part of a provincial effort to grow local visitor economies. The provincial Crown corporation aims to double tourism revenues in the region by 2035.
Last year, tourism contributed $15.2 billion to Alberta’s economy, Goldstein said, making it one of the province’s largest export-driving sectors.
Goldstein said visitors from outside Alberta contribute more than $4 billion annually to the provincial economy.
“That’s fresh money to the Alberta economy.”
Goldstein said Alberta’s tourism sector has historically focused on destinations in the Canadian Rockies and southern Alberta, but the province is aiming to expand tourism opportunities more evenly throughout Alberta using its regional development framework.
He said the strategy includes partnering with municipalities, tourism operators and local entrepreneurs to develop year-round attractions capable of drawing visitors from inside and outside Alberta.
Attractions highlighted in northwestern Alberta include rafting and archeological tours connected to the Philip J. Currie Dinosaur Museum, the Grande Prairie Stompede and the Grande North Winter Festival.
Goldstein also pointed to tourism partnerships with local businesses, including Latitude 55 Distillery, which offers visitor-focused tours of its facility.
“We’re looking for those opportunities,” he said. “There are dozens of these opportunities north of Edmonton.”
Goldstein said provincial tourism officials are also working with regional leaders to attract more sports tournaments, conventions and large events to northern Alberta communities.
He said tourism can provide economic benefits beyond hotels and attractions by increasing customer traffic for retailers, restaurants and service providers.
“There’s nothing wrong with folks from around the corner or folks from within a two- or three-hour drive radius to this location.”
Goldstein said encouraging Albertans to travel within the province remains important as communities work to strengthen local economies and support independent businesses. He added visitors often seek authentic local experiences while travelling, creating opportunities for small businesses throughout the region.
