Sustainable Journeys from Prairies to Pacific Corridor

"Stewarding a cultural pathway along Highway 3, connecting Vancouver and Calgary through a misty rainforest, sun-drenched deserts, wondrous mountains, and limitless prairies."

The Sustainable Journeys from Prairies to Pacific (SJFPTP) corridor leverages Highway 3 as a must-drive interprovincial route connecting southern Alberta and British Columbia. This corridor offers a colourful collection of resort towns, charming rural communities, and many First Nations, nestled between nationally and provincially recognized parks. Visitors can enjoy trails and outdoor recreation, Indigenous experiences, agritourism, wildlife viewing, western heritage, and more.

• Strategic Connector: The corridor leverages Highway 3 as a scenic interprovincial route, connecting southern Alberta and British Columbia, offering a unique travel experience between the prairies and the Pacific.
• Cultural Heritage: By incorporating numerous First Nations territories, resort towns, and rural communities, the corridor offers authentic cultural experiences and supports local economic development.
• Culinary and Agritourism Potential: The corridor's agricultural lands and local food scene present opportunities for farm-to-table dining experiences, winery tours, and other agritourism activities, aligning with growing trends in culinary tourism.
• Diverse Trail Network: The corridor boasts a myriad of trails for various activities, including hiking, cycling, and paddling, as well as culinary and wine trails, providing year-round recreational opportunities for visitors.
• Adventure Tourism Hub: With its varied landscape and outdoor offerings, the corridor serves as a hub for adventure tourism, including hiking, cycling, paddling, and skiing.
• Sustainable Tourism Development: The focus on responsible travel experiences aligns with global trends towards sustainable and eco-friendly tourism practices.

• Exploring the majestic Canadian Rockies through hiking and outdoor adventures
• Enjoying world-class skywatching opportunities in dark sky preserves
• Experiencing camping and RVing in pristine natural settings
• Engaging with Indigenous culture through unique accommodations and experiences
• Discovering western heritage and ranch life in authentic settings
• Learning about local ecosystems and wildlife at nature centers and preserves
• Participating in outdoor activities across diverse landscapes, from mountains to prairies
• Indulging in local culinary experiences featuring regional specialties
• Visiting historic sites and museums that showcase the area's rich cultural heritage
• Experiencing seasonal festivals and events that celebrate local traditions

• Destination BC
• Travel Alberta
• Regional and local DMOs
• Indigenous tourism associations
• Local communities and businesses
• Parks Canada and provincial park authorities

Travel Alberta and Destination BC are in early discussions to collectively advance the strategy's pillars, identifying shared opportunities and collaboration pathways across the corridor.

These initiatives aim to enhance current offerings, address gaps, motivate travel and longer stays, and increase year-round visits along the corridor.

Additionally, Tourism Lethbridge, in collaboration with SouthGrow Regional Initiative and the Alberta SouthWest Regional Alliance, has launched a national tourism initiative aimed at bolstering the tourism industry in Southern Alberta. This initiative aligns with the corridor's goals and is supported by federal funding through the Government of Canada's Tourism Relief Fund.

“The significance of growing interest in the Highway 3 corridor cannot be overstated.”
– Joseph Schow, Minister of Tourism and Sport and Cardston-Siksika MLA

“Momentum has grown, collaboration has increased, and the corridor is getting noticed for the great potential it presents for sustainable rural tourism development.”
– Emilie Cayer-Huard, Destination BC

“Travel Alberta’s TDZ project and Destination Canada’s Tourism Corridor Strategy Program complement each other seamlessly.”
– Yvonne Chau, Travel Alberta

“As resource industries decrease, and as a rural tourism community that can grow sustainably, there is much opportunity to grow tourism with support in developing tourism infrastructure and connectivity.”
– Jikke Stegeman-Gyorki, Executive Officer of Tourism Fernie

“Tourism also can play an important role in strengthening the agriculture sector and this corridor project is a catalyst for tourism becoming a greater part of our economy.”
– Erin Crane, CEO of Tourism Lethbridge

“The Sustainable Journeys Prairies to Pacific Corridor being developed by Destination Canada will highlight this region and it is important that our tourism businesses are ready to capture the opportunities this initiative will bring.”
– Erin Crane, CEO of Tourism Lethbridge

“This may be an opportunity to launch us from being just a ‘service centre’ to more of an ‘experience centre’... Investment is imperative to this.”
– Kristy Jahn-Smith, Executive Director of Cranbrook Tourism

“Our plan looks at… supporting Ktunaxa cultural initiatives, investing in arrival and gateways as well as interpretive signage and wayfinding, securing new iconic attractions, and investing in our downtown as a catalyst for growth… Diversifying our economy to maximize the impact of tourism makes a lot of sense… It’s a game changer.”
– Darren Brewer, Economic Development Officer for the City of Cranbrook

“Within 30 minutes of the highway in any direction, visitors have access to UNESCO World Heritage Sites, hundreds of kilometres of hiking and biking trails, and a view into the living history of the West with agricultural and ranch operations throughout the region.”
– Mel Zoller, South Canadian Rockies Tourism Association

The Sustainable Journeys from Prairies to Pacific Corridor presents significant potential for tourism growth and investment, including:

• Development of new and enhanced experiences aligned with the corridor theme
• Creation of accommodations to support extended visitation along the route
• Investment in sustainable tourism infrastructure
• Investment in Indigenous tourism experiences
• Development of agritourism and culinary tourism assets
• Creation of year-round adventure tourism products

Current Investment in the Corridor

• Implementation of Tourism Development Zone strategies in Alberta's Southern Rockies and Lethbridge to Medicine Hat areas, which aim to prioritize destination development and investment.
• Ongoing execution of the Highway 3 Destination Development Plan in British Columbia, led by 3 regional DMOs with support from community DMOs and the Highway 3 Mayors and Chairs Coalition.
• Development of branding and marketing initiatives targeting short and long-haul international markets for the BC portion of the corridor.
• A Market Readiness Program has been implemented to support tourism businesses in the region. 15 businesses in Southern Alberta will be subsidized to participate as early adopters of the Tourism Industry Association of Canada's READI program for Export and Market READIness.
• Development of boutique accommodations such as Glamping Resorts, Charmed Resorts, Saddle Hill Ranch Cabins, Rustic Ridge Retreat, and Twin Butte Silos.
• Implementation of the All-Season Resort Act, creating year-round destinations.
• Travel Alberta's Investor Concierge Service, offering personalized assistance to investors.

Potential future investment projects include:

• Nordic Spa Resort (150 rooms, estimated investment $15.2M)
• Boutique Hotels (100 rooms, estimated investment $7.76M)
• Hotels, Motels or Inns (80 rooms, estimated investment $3.04M)
• Glamping & Hut to Hut Accommodations (40 huts, estimated investment $1.45M)
• Dark Sky Self Guided Tours (624 attendees per year, estimated investment $24.5K)
• Bike Rental & Servicing (624 attendees per year, estimated investment $60K)

These investment opportunities aim to enhance the visitor experience, support local communities, and contribute to the sustainable growth of tourism in the Sustainable Journeys from Prairies to Pacific Corridor.

For detailed information on investment prospects in this corridor, please contact:

Jennifer Horsnell
Senior Director, Destination Development
Destination Canada
250-717-6732
horsnell.jennifer@destinationcanada.com

1. Explore the strategy here
2. Visit the Knowledge Hub for blog posts
3. Find the latest updates
4. Visit TourismScapes for information on this Corridor

To learn more about how you can be involved in the Corridor, including partnerships and investor opportunities, community engagement initiatives, and volunteer opportunities, please contact us.

Jennifer Horsnell
Senior Director, Destination Development
Destination Canada
horsnell.jennifer@destinationcanada.com

Yvonne Chau
Manager, Destination Development
Travel Alberta
yvonne.chau@travelalberta.com

Seppe Mommaerts
Manager, Destination Development
Destination BC
seppe.mommaerts@destinationbc.ca