Alberta is embarking on a strategic shift to transform its seasonal tourism economy into a year-round powerhouse, starting with the mountain destinations locals already cherish. The province aims to staunch a significant flow of tourism dollars to British Columbia and unlock billions in new economic activity by developing competitive, four-season experiences.
The Billion-Dollar Drain to B.C.
A stark financial reality underscores the urgency for change. Last year, Albertans spent a staggering $1.2 billion more in British Columbia than British Columbians spent in Alberta. This spending gap is largely attributed to a lack of diverse, all-season resort options outside of Alberta's national parks. In contrast, B.C. has cultivated over 13 major resorts on provincial Crown land in key visitation corridors, such as Panorama, Revelstoke, and Sun Peaks, capturing Alberta's discretionary travel budget.
"Alberta’s tourism industry is built on incredible landscapes and community spirit," the analysis notes, "but we have not always had the year-round opportunities to fully unlock that potential and motivate Albertans to spend their vacation dollars here at home."
A Modern Framework for Beloved Destinations
The cornerstone of this new strategy is a recent, pivotal announcement. The Alberta government has formally designated three established recreation areas—Nakiska, Castle Mountain, and Fortress Mountain—as future all-season resort zones. This is not a plan for new development on pristine land. Instead, it applies a modern, predictable regulatory framework to sites where Albertans have skied, hiked, and explored for more than half a century.
This move finally allows these areas to evolve into comprehensive destinations, mirroring a successful model British Columbia has employed for decades. The goal is to create places that inspire longer stays, deeper exploration, and repeat visits from both Albertans and out-of-province tourists.
Projected Economic Ripple Effects
The potential economic impact of developing these all-season resorts is substantial. Early modelling suggests that by 2035, added four-season experiences could generate:
- Up to $4 billion in incremental tourism spending.
- An additional $3.6 billion in provincial GDP.
- As many as 24,000 new full-time jobs year-round.
These resorts are seen as critical anchors for economic diversification. They promise stability for local employers and create well-paying jobs in hospitality, management, culinary arts, engineering, and accounting. Furthermore, they provide a platform for small and Indigenous-owned tourism businesses to scale up and thrive.
The benefits are designed to extend far beyond the resort boundaries. A thriving destination boosts surrounding restaurants, shops, outfitters, and cafes. It can support community infrastructure and amenities without placing new burdens on local taxpayers. Perhaps most importantly for rural communities, it offers young people compelling reasons to build their careers and futures at home.
The province emphasizes that growth will be managed responsibly. The designations specifically focus on areas with long-standing recreational use. Strong environmental safeguards, including wildlife considerations, water protection, cumulative effects analysis, and adherence to regional land-use plans, remain mandatory. Indigenous consultation is also described as a non-negotiable component of the development process.
By leveraging the places Albertans already love, the province is betting on a future where its spectacular landscapes deliver economic benefits in every season, keeping tourism dollars within its borders and building a more resilient economy.
