Locals flooding back to southern Alberta attractions

By Troy Bannerman - Lethbridge Herald Local Journalism Initiative Reporter on January 19, 2023.

Herald file photo A Castle Mountain Resort employee makes his way down the mountain during some back country cat skiing on a warm and sunny day in a previous season.

Tourism in the Southern Rockies is on the rise according to Mel Zoller, board chair for South Canadian Rockies Tourism Association.

“The tourism association operates out of Crowsnest Pass, Pincher Creek, Waterton, Castle region,” said Zoller, who revealed that tourism numbers are back to pre-pandemic numbers with a new demographic taking the lead: local Albertans.

Commenting on this new trend, Zoller said, “We are all facing holiday bills, unfortunately, and the cost of living just continues to increase. So, because of that a lot of families, not just in the region but kind of throughout Alberta and in our neighbouring provinces have started to rethink their vacation plans to find local, more affordable getaways that still let them experience world class nature, and culture and historical events and places. But it’s a little bit easier on the pocket book. So, definitely pre-pandemic the region was no slouch, as tourism goes. But for sure, with travel being restricted and with borders being closed we’ve all kind of looked at ‘Ok, how can we get the most out of our backyard?’ And we’ve definitely, definitely seen that in the region.”

In addressing how the information for the review was collected she noted, “A lot of it is anecdotal and speaking with the actual tourism operators in the region. We just completed the Travel Alberta town hall for the region, that was just last week. Travel Alberta does their own research and tracking. And definitely we have conversations with our board members and members of our tourism association. We’ve spoken with a handful of lodgings and bed and breakfasts that have done exceptionally well with international travel, and tourists coming to the area. And then pretty much everyone has definitely seen that list from our domestic travellers as well.”

In speaking to local engagement Zoller said, “It’s been fantastic engagement from local businesses, obviously it would be nice to have everyone on board so we can all lift each other up and grow together. But definitely I think people are starting to support tourism in the area as an industry. The Crowsnest Pass Heritage and the Historical Society are doing a great job! A great job of bolstering knowledge about what to do in the area, and the cultural and archeological, and natural history. They’re just doing a fantastic job.”

So, what exactly does the southwest corner of our province have to offer? Zoller was quite excited about the wealth of opportunities found here.

“The uniqueness – it really kind of has something for everyone. We have world class fly fishing…people come from all over the world to fish the Crowsnest and the Old Man. There’s skiing at Castle Mountain and at Pass Powder Keg. There’s super fun accommodations and things, specifically charmed resorts in the Crowsnest Pass. Camping is opening this summer in Castle Provincial Park, there’s bed and breakfasts, there’s nature lodges. But then if you’re more interested in indoor activities there is the Interpretive Centre at Frank Slide, there’s the Crowsnest Public Art Gallery. There’s Fishburn Ranch, Bellevue Underground Mine…there’s something to do for everyone. And Heritage Acres and…for the kids there’s the spray park at Pincher. It’s accessible for all ages.”

Sometimes attractions in southern Alberta can seem like well kept secrets – which can add to their charm – but tourism can help locals cash in on the influx.

“I think the more we can responsibly grow tourism in the area the better we’ll all be, I mean all of us love going to Lundbreck Falls. You know, you stop at the Burmis tree for the photos with Frank Slide in the background. These are gems. And they cost next to nothing. Amazing hikes. You’ve got Table Mountain…some of those prairie hikes around the Pincher area. It’s like our hidden gem, which is great. It’s almost this undiscovered spot for the vast majority of the province. But we want it to be a little bit more discovered.”

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