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Historic roots, modern spirit

Foothills: The spirit of the west lives on

At the edge of the Rockies, the Foothills is where Alberta’s authentic Western heritage comes to life. Its scenic views are internationally known through Hollywood blockbusters and beloved TV shows. Along the storied Cowboy Trail, visitors discover working ranches, vibrant Indigenous cultures, and local culinary specialties.

Developing immersive agritourism and luxury accommodations will help elevate this region as a premier year-round destination, providing well-paying tourism jobs and boosting quality of life. Thoughtful development ensures these historic communities remain vibrant and welcoming for generations of Albertans to come.

Explore the zone’s key projects

At a glance

Location: Southwest Alberta
Key communities: Diamond Valley, Bragg Creek, Longview, Okotoks
Projected visitor spend: $336M by 2035*
GDP: $259M by 2035*
Jobs: 1,715 by 2035*

*With investment

Visit Bragg Creek

Foothills map marking Calgary, Canmore, Bragg Creek, Okotoks, High River and Nanton.

Resident sentiment toward tourism is high

76% of Foothills residents say that tourism is important to the local community.

Discover resident perspectives
Demand drivers

High demand for key activities

Highly engaged international travellers are already planning trips to Alberta—but the Foothills need more soft adventure, luxury ranch accommodations, and culinary-driven tourism to fully meet that demand. These additions can anchor year-round itineraries and drive sustained tourism growth.

An artfully arranged charcuterie board on a picnic table.
Culinary Potential Market Size: 1.5M
People stand on stone walkways beside rushing rapids, rocky cliffs and forested mountains.
Outdoor Adventure Potential Market Size: 1.2M
Two ranchers leading two horses and a dog overlook a riverbank.
Luxury Ranch Potential Market Size: 1.6M

Developing Alberta Tourism

Key Projects

Travel Alberta helps local tourism grow by facilitating the development of projects that will attract overnight visitors throughout the year. We work closely with local communities to remove barriers to development, provide business coaching to help operators grow and prosper, and invest to accelerate the development of four-season accommodations and experiences that will drive meaningful economic impact and job creation.

Couple enjoying hot chocolate outside at River Retreat Kananaskis.

River Retreat Kananaskis, Longview

Boutique accommodations, including a new lodge and nine four-season environmentally friendly cabins. Guests unwind on the banks of the Highwood River at this cozy and romantic wilderness retreat.

A family plays near a tree-shaped climbing structure.

Granary Road, Foothills County

Immersive, family-friendly agricultural discovery centre expected to draw more than 200,000 annual visitors. This vibrant marketplace offers exhibits and sprawling play areas that celebrate Alberta’s rich farming culture.

The patio at Eau Claire Distillery, where people enjoy a drink in the sunshine.

Eau Claire Distillery, Diamond Valley

A heated, covered patio to welcome more guests to the distillery and restaurant year-round. Visitors savour handcrafted, locally grown spirits in their unique prohibition-era setting.

The stone and wood exterior of the Spirit Hills Winery, a Quonset hut-type building.

Spirit Hills Winery, Millarville

A new bee and flower room for workshops and fermentation classes. Travellers enjoy artisanal honey wine tastings, behind-the-scenes tours, and floral fermentation workshops.

Why develop tourism

Investing in tourism helps make communities a better place to live, work, and visit.

Learn more

More revenues

Communities with strong visitor economies earn more municipal revenues per capita, which can be reinvested in the services and amenities that residents love.

Lower taxes

Residents pay lower residential property taxes in areas with strong visitor economies.

More jobs

More visitors create a steady customer base for local businesses, creating great jobs and entrepreneurial opportunities.

Discover more about the Foothills TDZ

This 2023 report informs and identifies specific actions Travel Alberta, the Government of Alberta and the TDZ communities should take to support the design of a comprehensive Destination Development Plan.

Download the discovery report

Media highlights

Cheryl Greisinger, Owner of Forage & Farm in Millarville, holds a box of local garlic.

Global News: Agritourism in Alberta foothills expanding to diversify

Local producers launch unique farm stays and interactive workshops to capture the agritourism market’s $77-million potential.

Read about the shift
Guests take beer pints from a server in a yellow tasting room.

CHAT News Today: Celebrating local craft beverages

A province-wide campaign encourages travellers to discover hidden foothills distilleries, craft breweries, and scenic estate wineries.

Learn about the program
Aerial view of Yamnuska Wolfdog Sanctuary’s surrounding land near Cochrane, Alberta.

CochraneNow: Seen on screen, now drawing visitors to Alberta

Popular television shows and films continue to be filmed in Alberta, encouraging viewers to visit the scenic backdrops.

Dive into the film tourism trend
Maggie's Feed Store log building fronts a downtown street lined with shops and parked cars.

Cochrane Eagle: CBC's 'Heartland' draws visitors to High River by the thousands

Fans from near and far journey to High River to wander iconic film sets and embrace authentic western culture.

Discover the local impact
Granary Road building with adults and children outside beside a red vintage truck.
Learn more about the area

Granary Road: Celebrating agriculture at the new Discovery Centre

Granary Road is what comes out of a bold vision and strong understanding of what the agritourism market needs. It weaves together the fabric of agriculture, science, and family-oriented activities that can be enjoyed regardless of the season.

Read more
Learn more about the area

Alberta distillers serve up world-class spirits in distinctly local experiences

When an Alberta spirit was named “World Whisky of the Year” in Jim Murray’s prestigious Whisky Bible, connoisseurs took notice.

Read more
Couple skiing outside in front of dome tent with Elevated Escapes
Learn more about the area

How Elevated Escapes builds community through partnerships

These boutique glamping accommodations are the result of a unique partnership between Jenna Walsh, owner/operator of Elevated Escapes, and David and Ginger Onespot, Indigenous landowners.

Read more
Learn more about the area

It’s patio season all year round for this Alberta distillery

In just nine years, David Farran has grown Eau Claire Distillery from an inkling into a thriving tourism destination, collecting awards and revitalizing the local economy along the way.

Read more

Connect with our Destination & Commercial Development Manager

Learn how Travel Alberta can support your success in the Foothills.

Cameron Spence

Cameron Spence

Foothills & Canadian Rockies