Prairies to Pacific Tourism Corridor
Overview
"Stewarding a cultural route along Highway 3, that connects Calgary and Vancouver through a misty rainforest, sun-drenched deserts, wondrous mountains, and limitless prairies."
The Sustainable Journeys from Prairies to Pacific (SJPTP) Corridor is a tourism initiative that reimagines Highway 3 as a world-class, experience-driven destination. Stretching over 1,000 kilometres between southern Alberta and British Columbia, the Corridor connects Indigenous nations, resort towns, and rural villages through a scenic and culturally rich route.
Offering immersive experiences in Indigenous tourism, agritourism, outdoor adventure, and western heritage, the Corridor drives economic growth, supports sustainability, and provides a year-round alternative to Canada’s more congested tourist routes.
Overview
"Stewarding a cultural route along Highway 3, that connects Calgary and Vancouver through a misty rainforest, sun-drenched deserts, wondrous mountains, and limitless prairies."
The Sustainable Journeys from Prairies to Pacific (SJPTP) Corridor is a tourism initiative that reimagines Highway 3 as a world-class, experience-driven destination. Stretching over 1,000 kilometres between southern Alberta and British Columbia, the Corridor connects Indigenous nations, resort towns, and rural villages through a scenic and culturally rich route.
Offering immersive experiences in Indigenous tourism, agritourism, outdoor adventure, and western heritage, the Corridor drives economic growth, supports sustainability, and provides a year-round alternative to Canada’s more congested tourist routes.
The Corridor stretches along Highway 3, linking more than 50 rural, urban, and Indigenous communities between Hope, British Columbia and Lethbridge, Alberta.
The Corridor stretches along Highway 3, linking more than 50 rural, urban, and Indigenous communities between Hope, British Columbia and Lethbridge, Alberta.
Corridor approach
The Tourism Corridor Strategy Program (TCSP) helps communities, provinces and territories plan and grow resilient, inclusive and regenerative tourism economies from coast to coast to coast. In support of the Strategy, the goal for the Tourism Corridors is to bring people, places and industries together to strengthen local wellbeing and accelerate sustainable destination development.
Corridor approach
The Tourism Corridor Strategy Program (TCSP) helps communities, provinces and territories plan and grow resilient, inclusive and regenerative tourism economies from coast to coast to coast. In support of the Strategy, the goal for the Tourism Corridors is to bring people, places and industries together to strengthen local wellbeing and accelerate sustainable destination development.
Prairies to Pacific corridor objectives
Guided by community leadership and local context, each Corridor defines objectives that reflect regional priorities while building on the shared goals of the Tourism Corridor Strategy Program.
Economic growth & investment: Stimulate tourism revenue, job creation, and investment by uniting communities through a shared development strategy and addressing key service and experience gaps.
Community wellbeing & engagement: Foster community pride and support for tourism by highlighting its benefits to residents and ensuring local voices guide development.
Regenerative & responsible tourism: Safeguard natural landscapes and promote regenerative tourism practices that preserve ecological integrity for future generations.
Key attractions and experiences
Participating partners
- Destination BC
- Travel Alberta
- Regional and local DMOs
- Indigenous tourism associations
- Local communities and businesses
- Parks Canada and provincial park authorities
Participating partners
- Destination BC
- Travel Alberta
- Regional and local DMOs
- Indigenous tourism associations
- Local communities and businesses
- Parks Canada and provincial park authorities
Investment opportunity in the corridor
The SJPTP Corridor presents a compelling investment opportunity, driven by increasing tourism demand, underdeveloped assets, and alignment with global travel trends. This initiative is reshaping a scenic highway into a world-class, journey-based destination—diversifying Canada’s tourism landscape and unlocking new economic potential.
Potential investment opportunities in this corridor include:
Accommodation & hospitality development
- Expand boutique lodges and eco-conscious stays in underserved areas to support year-round tourism.
Experiential & cultural tourism
- Partner with Indigenous communities to co-create authentic, Indigenous-owned tourism experiences.
- Grow culinary and agritourism offerings through food trails and more.
- Enhance outdoor adventure products that connect travellers to the land.
Infrastructure & access improvements
- Enhance trail networks, signage, and transportation to improve connectivity and ease of access.
- Invest in visitor services that support longer stays and increased spending.
Current investment in the corridor
Several initiatives are already underway or planned:
- BC is actively implementing the Highway 3 Destination Development Plan, led by three regional DMOs and supported by local partners and the Highway 3 Mayors and Chairs Coalition.
- BC’s branding and marketing initiatives target both short-haul and international visitor markets.
- A “Market Readiness Program” is underway, with 15 southern Alberta tourism businesses receiving subsidies to participate in TIAC’s READI program.
- Notable accommodation projects include Glamping Resorts, Charmed Resorts, Saddle Hill Ranch Cabins, Rustic Ridge Retreat, and Twin Butte Silos.
- The All-Season Resort Act encourages development of year-round destinations.
- Travel Alberta's Investor Concierge Service provides personalized guidance to streamline the investment process.
Investment opportunity in the corridor
The SJPTP Corridor presents a compelling investment opportunity, driven by increasing tourism demand, underdeveloped assets, and alignment with global travel trends. This initiative is reshaping a scenic highway into a world-class, journey-based destination—diversifying Canada’s tourism landscape and unlocking new economic potential.
Potential investment opportunities in this corridor include:
Accommodation & hospitality development
- Expand boutique lodges and eco-conscious stays in underserved areas to support year-round tourism.
Experiential & cultural tourism
- Partner with Indigenous communities to co-create authentic, Indigenous-owned tourism experiences.
- Grow culinary and agritourism offerings through food trails and more.
- Enhance outdoor adventure products that connect travellers to the land.
Infrastructure & access improvements
- Enhance trail networks, signage, and transportation to improve connectivity and ease of access.
- Invest in visitor services that support longer stays and increased spending.
Current investment in the corridor
Several initiatives are already underway or planned:
- BC is actively implementing the Highway 3 Destination Development Plan, led by three regional DMOs and supported by local partners and the Highway 3 Mayors and Chairs Coalition.
- BC’s branding and marketing initiatives target both short-haul and international visitor markets.
- A “Market Readiness Program” is underway, with 15 southern Alberta tourism businesses receiving subsidies to participate in TIAC’s READI program.
- Notable accommodation projects include Glamping Resorts, Charmed Resorts, Saddle Hill Ranch Cabins, Rustic Ridge Retreat, and Twin Butte Silos.
- The All-Season Resort Act encourages development of year-round destinations.
- Travel Alberta's Investor Concierge Service provides personalized guidance to streamline the investment process.
Get involved
To learn more about this Corridor, including partnerships, investment opportunities, community engagement initiatives and volunteer opportunities, please contact us:
Jennifer Horsnell
Senior Director, Destination Development
horsnell.jennifer@destinationcanada.com
Yvonne Chau
Manager, Destination & Commercial Development
Travel Alberta
yvonne.chau@travelalberta.com
Spencer Toth
Senior Program Advisor, Destination & Industry Development
Destination British Columbia
spencer.toth@destinationbc.ca
Get involved
To learn more about this Corridor, including partnerships, investment opportunities, community engagement initiatives and volunteer opportunities, please contact us:
Jennifer Horsnell
Senior Director, Destination Development
horsnell.jennifer@destinationcanada.com
Yvonne Chau
Manager, Destination & Commercial Development
Travel Alberta
yvonne.chau@travelalberta.com
Spencer Toth
Senior Program Advisor, Destination & Industry Development
Destination British Columbia
spencer.toth@destinationbc.ca
Resources and downloads
Strategy: SJPTP Corridor Strategy Summary
Insights: Access the Tourism Data Collective for national and regional insights, including market profiles, current tourism assets and capacity, and forecasting.
Investment Readiness: Find a project to invest in , or download tools to help your region attract and manage investment.
Destination Development Toolkits: Practical guides for communities building their first tourism plan.
Resources and downloads
Strategy: SJPTP Corridor Strategy Summary
Insights: Access the Tourism Data Collective for national and regional insights, including market profiles, current tourism assets and capacity, and forecasting.
Investment Readiness: Find a project to invest in , or download tools to help your region attract and manage investment.
Destination Development Toolkits: Practical guides for communities building their first tourism plan.