Alberta’s authentic west
Get acquainted with the province’s Western roots.
Stretching along the edge of the Canadian Rockies, the Foothills is where Alberta’s Western heritage comes vividly to life—and where investment opportunity runs deep. This region blends the iconic spirit of the west with modern appeal: from working ranches and multi-generational farms to vibrant Indigenous cultures, Hutterite colonies, and charming small towns steeped in history.
With growing demand for immersive rural and cultural experiences, the Foothills is primed for investment in agritourism, accommodations, and outdoor recreation. Anchored by the iconic 700 km (435 mi) Cowboy Trail (Highway 22 South), the scenic route through the breathtaking vistas of the Rocky Mountain Foothills, this is Alberta at its most iconic—authentic, welcoming, and ready for thoughtful development.
At a glance
- Location: Southwest Alberta
- Key communities: Diamond Valley, Bragg Creek, Longview, Okotoks
- Getting here: 66 km (41 mi) drive from Calgary International Airport
- Projected visitor spend: $772M by 2035
- Market catchment: Within a two-hour drive, 2.2M residents have a median disposable household income of $112K
- Welcoming communities: 70% of residents would welcome more visitors to their community
Location
Where the Foothills is situated
Just 45 minutes south of Calgary off Highway 2—and just 66 km (41 miles) from its international airport—the Foothills offers a rare combination of access, scenery, and distinctively Western farming and ranching culture.
Highway 22, well-known as the Cowboy Trail, is the north-south axis of the region. In spring and summer, Highway 40/541 provides proximity to Kananaskis Village, known for its outdoor recreation.
High demand for key activities
Highly engaged international travellers are already planning trips to Alberta—and these are the experiences they’re building their itineraries around. Year-round offerings in the Foothills have the power to shape travel plans and drive sustained tourism growth.
Main attractions
What’s bringing visitors to the Foothills?
Spruce Meadows
Recognized as one of the premier equestrian facilities worldwide, Spruce Meadows delivers an unparalleled experience for both athletes and spectators. Nestled among the Foothills in southern Calgary overlooking the Rocky Mountains, its world-class grounds are unmatched in their beauty and quality. Between June and September, the outdoor grounds host six major outdoor tournaments, and the annual “Live & Intimate” series, featuring performances by well-known artists for a limited audience of 2,000 per show. The indoor facilities hold indoor events throughout the year—including their annual International Christmas Market.
Bar U Ranch National Historic Site
Founded in 1882, this historic site is one of the oldest ranches in Alberta. Visitors get a taste of traditional ranch life: riding a wagon pulled by Percheron horses, trying their hand at roping a steer, and learning to repair a bridle. The Stoney Nakoda encampment on the banks of Pekisko Creek provides the opportunity to visit a tipi, hear traditional stories told by Indigenous interpreters, and learn about the important contributions made by Indigenous Peoples to the ranching industry in Western Canada.
Granary Road Farmer's Market and Discovery Centre
Granary Road Farmer's Market is open every Friday, Saturday, and Sunday, featuring the best of locally grown produce, honey, delicious eats, and treats. There are more than 26 acres of agritourism activities to explore at this market and discovery centre, with a wide range of dining options that give a taste of the Alberta foothills. Special events like The Harvest Fair and the annual Christmas Market give reasons for visitors to return throughout the year.
Longview Steakhouse
This iconic eatery serves up choice cuts of world-famous Alberta beef, accompanied by floor-to-ceiling views of the surrounding prairies and base of the majestic Canadian Rockies. Found in the village of Longview, 80 km (50 mi) south of Calgary on the scenic Cowboy Trail (Highway 22 South), Longview Steakhouse has built up quite the reputation—reservations are an absolute must.
Get inspired
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Contact us to learn more about Travel Alberta’s efforts to grow tourism in the region, and to access third-party opportunity assessments and bespoke insights.
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