The federal government has reinstated its popular Canada Strong pass for the holiday period, a move that local businesses in destinations like Waterton Lakes National Park hope will draw in visitors during the traditionally slower shoulder season.
Free Admission Aims to Lure Visitors
By offering free admission to Canada's national parks, the program is designed to stimulate tourism in areas that typically see a dip in visitors between peak seasons. The initiative, announced on December 24, 2025, comes as a welcome boost for businesses in Waterton that rely on a steady flow of tourists.
Destination marketers and shop owners are optimistic that the incentive will encourage more Canadians to explore the park's stunning winter landscapes and support the local economy. The pass effectively removes a barrier to entry, making a spontaneous trip to the mountains more appealing for budget-conscious travelers.
Timing is Key for Shoulder Season Business
The shoulder season—the period between the busy summer months and the deep winter—can be challenging for tourism-dependent communities. Attractions and services often remain open but with fewer customers. The reintroduction of the Canada Strong pass is a strategic effort to fill this gap.
"For communities like Waterton, every visitor during the quieter months makes a significant difference," explained a tourism official familiar with the program. The hope is that visitors who come for the free admission will also spend money on lodging, dining, and activities, providing a crucial economic lift.
A Proven Tool for National Parks
This is not the first time the federal government has deployed such a pass. Similar programs in the past have successfully increased visitation numbers to national parks and historic sites. The decision to bring it back for the holidays underscores its value as a tool for both promoting natural heritage and supporting local businesses.
The success of the initiative in Waterton will be closely watched, as it could serve as a model for supporting other park communities across Canada during their off-peak seasons. The ultimate goal is to create a more sustainable year-round tourism economy in these iconic locations.
