Invest in Alberta's Southern Rockies

Modern adventure, living heritage

Uncover one of Canada’s best-kept secrets.

Alberta’s Southern Rockies offers investors a rare opportunity in one of Alberta’s most spectacular and storied landscapes. Spanning from Crowsnest Pass to Waterton Lakes National Park, this region is rich in cultural charm and outdoor potential.

Here, authentic mountain towns welcome visitors with vibrant local breweries, arts venues, and a thriving adventure tourism scene. From stargazing under dark skies to skiing untouched backcountry, hiking iconic ridgelines to cycling family-friendly trails, the Southern Rockies is ready for bold, experience-driven development. With over half a million annual visitors to nearby Waterton and a growing demand for unique accommodations, this is a gateway to unforgettable adventures—and untapped investment potential.

At a glance

Location: Southwest Alberta
Key communities: Crowsnest Pass, Pincher Creek
Getting here: 279 km (173 mi) drive from Calgary International Airport
Projected visitor spend: $475M by 2035
Market catchment: Within a two-hour drive, approximately 1.6M residents have a median disposable household income of $112K
Welcoming communities: 97% of residents think the tourism industry is important for the province

Location

Where the Southern Rockies is situated

The Southern Rockies offers a compelling blend of mountain adventure and cultural heritage at the intersection of Alberta's Rocky Mountains and prairie grasslands. The region is serviced by three major highways (2, 3, and 22), providing convenient access from Calgary, British Columbia, and Montana. Located 30 minutes from the U.S. Border, the Southern Rockies is anchored by Crowsnest Pass, Pincher Creek, and Waterton Lakes National Park.

Boutique Accommodation Potential Market Size: 1.5M

Outdoor Adventure Potential Market Size: 1.2M

Culture and Heritage Potential Market Size: 1.6M

Lineup of beers at Oldman River Brewing.

A family hiking and exploring at Frank Slide in the Crowsnest Pass.

A group of skiers and snowboarders load their gear and themselves, before cat skiing at Castle Mountain.

Main attractions

What’s bringing visitors to the Southern Rockies?

A snowboarder carves the side of Castle Mountain while onlookers stand off in the distance.

Castle Mountain Ski Resort

Skiers and snowboarders in the know head to this ski resort in the Canadian Rockies. Castle Mountain offers some of the best terrain around, a strong community feel, and a sense of authenticity. The resort is spread over two mountains and offers skiers and snowboarders nearly 3,000 vertical feet and some of North America’s longest continuous fall lines. With more than 94 in-bound trails and six lifts, there’s something for visitors of all skill levels.

Charmed Resorts

Featuring themed fairytale cottages perfect for families and open year-round, this successful family-owned accommodation business is continuing to grow, with a major expansion in Mulhurst Bay, about 86 km (53 mi) southwest of Edmonton. The original Crowsnest Pass location puts guests close to downhill and cross-country skiing during winter and hiking and biking trails during summer.

Indigenous man in the Head-Smashed-In Buffalo Jump landscape.

Head-Smashed-In Buffalo Jump World Heritage Site

Among the world’s oldest and best-preserved buffalo jumps, this UNESCO World Heritage Site preserves 6,000 years of Plains Buffalo and Blackfoot culture. The interpretive site features seven levels built into sandstone cliffs and makes for an unforgettable experience. Hiking trails above and below the cliff leave visitors with a rich understanding of the elaborate drive lane structure used by the Blackfoot people to hunt bison for sustenance throughout harsh winters.

Waterton Lakes National Park

Half a million visitors travel to Waterton each year to explore mountain peaks, swim in crystal lakes, and stargaze in this International Dark Sky Preserve. The postcard-perfect community of Waterton Park offers day hiking, a historic 1927 hotel, and a range of water activities, accommodations, and dining options.

Prince of Wales Hotel in Waterton, with an exterior view of the lake and mountains.

Get inspired

Crowsnest Pass Golf Course

The Crowsnest Pass Golf Club offers an unbeatable golfing experience, surrounded on all sides by breathtaking mountains. This golf course has one of Western Canada's best views and is perfect for golfers of all skill levels.

Frank Slide Interpretive Centre

Overlooking the remnants of Canada’s deadliest rockslide, the interpretive centre explains the science behind the events and records first-hand accounts of its devastating effects.

Kootenai Brown Pioneer Village

Set against the scenic backdrop of southern Alberta, the Pincher Creek Pro Rodeo features three days of bull riding, team roping, and barrel racing. The weekend also features a western market, live music, family-friendly attractions, and evening cabarets.

Waterton Lakes Golf Course

The iconic Canadian Rockies are the dramatic backdrop at this Stanley Thompson-inspired course. Sweeping lake and valley views, post-game patio beers, and meals prepared by a Red Seal chef at the full-service clubhouse set this course apart.

Bellevue Underground Mines

This unique and historically designated coal mine takes visitors 1,000 feet into the facilities to explore the rich history of underground mining in the Crowsnest Pass.

Huckleberry Festival

Guests enjoy a scenic chairlift ride at Castle Mountain Resort in Crowsnest Pass to pick huckleberries on the mountaintop, then return to the base to enjoy live music, a barbeque, an artisan market, and family-friendly games.

Kananaskis Pro Rodeo

Held over three days in early May, the rodeo features North America’s top rodeo athletes competing in bareback riding, steer wrestling, tie-down roping, barrel racing, and more. Beyond the arena, the event includes a lively cabaret, specialty acts, and live music.

Unlock opportunities

Discover your next great investment with our expert-led team.

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.