Legends unearthed
The Canadian Badlands: like nowhere else on earth.
The Canadian Badlands delivers world-class otherworldly landscapes close to more than 2 million residents and Calgary’s international airport. The area’s extraordinary geology, paleontological discoveries, friendly people and rich agricultural history are significant tourism assets.
Recognized as a breakthrough destination, the Canadian Badlands features export-ready products, engaged communities, and signature development opportunities. With targeted infrastructure, experiences, and investment, tourism can drive long-term economic diversification while strengthening resident sentiment and place-based identity, region-wide benefits.
At a glance
- Location: Southeast Alberta
- Key community: Drumheller
- Projected visitor spend: $786M by 2035*
- GDP: $570M by 2035*
- Jobs: 3,860 by 2035*
*With investment
Resident sentiment toward tourism is high
The zone has a committed destination marketing organization driving year-round visitation through promotion and destination development.
Demand drivers
High demand for key activities
Highly engaged international travellers are already planning trips to Alberta—but the Canadian Badlands need more four‑season experiences, premium accommodations, and wellness offerings like a spa to fully meet that demand. These additions can anchor year‑round itineraries and drive sustained tourism growth.
Dinosaur Discovery Potential Market Size: 1.6M
Health and Wellness Potential Market Size: 1.1M
Live Music and Arts Potential Market Size: 1.1M
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.
Why develop tourism
Investing in tourism helps make communities a better place to live, work, and visit.
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 Canadian Badlands 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.
Connect with our Destination & Commercial Development Manager
Learn how Travel Alberta can support your success in the Canadian Badlands.
