Alberta’s majestic Rockies provide a stunning backdrop for an adventure like none other. Three towns nested in the Rockies now hope to draw visitors from near and far by becoming officially recognized as tourist destinations.
For over a decade, Jasper, Banff, and Canmore have been trying to get the province’s approval to be recognized as tourism-based communities.
This title may not sound like a big deal, but some perks make it worthwhile. The biggest is financial support from the province.
Finally, after receiving the cold shoulder for years, these three communities seem to be making progress with Alberta’s current UCP government.
“We feel that our case is being heard and relatively well received,” Ireland said. “We are optimistic that the conversation will end differently this time, and I think we have reason for that,” said Richard Ireland, Jasper’s mayor.
So why the sudden change?
The province’s goals have changed significantly in the last decade. Alberta is once again trying to diversify the provincial economy.
With the worst of the pandemic behind us, tourism ranks high on the province’s list of ways to do this. Alberta hopes to double its provincial tourism revenue by 2030.
“The biggest change, from my perspective, is how the needs of tourism-based communities now seem to be in more complete alignment with provincial goals,” commented Ireland.
But towns that thrive on tourism, like Jasper, Banff, and Canmore, can’t support the industry if they don’t have the money to do so.
“Banff sees four million visitors a year, and the cost of hosting those visitors currently is borne on our 8,300 residents and our local businesses, “That comes down to flushing toilets and treating our water…maintaining the roads and sidewalks for up to 40,000 people each day,” said Corrie DiManno, Banff’s mayor.
But towns recognized as tourism-based communities have access to Alberta’s funding programs, like the province’s Tourism Investment Program.
This program funds tourism through development, promotion, and events. There’s proof in the pudding too. In September 2022, 15 businesses in Alberta saw over $1.2 million in tourism revenue growth through this program.
Funding from a program like this would be a golden goose egg for communities like Banff that are spending almost half their budget on maintaining tourism.
Jasper, Banff, and Canmore have now officially requested to be recognized as tourism-based communities. Alberta is aware of their application, but no decision has been made yet.
Tourism can bring a much-needed boost to an area’s culture, attractions, and events. Tourists could see serious upgrades in these three beautiful mountain communities if the designation occurs. And residents won’t have to cover the special costs that come with the influx of tourists.
