Gateway to Alberta’s wild
The Northern Rockies: Alberta's adventure frontier.
The Northern Rockies is an untamed playground where rugged landscapes meet charming towns and world-class paleontological exploration. The town of Hinton sits just outside world-famous Jasper National Park with its four million annual visitors, while Grande Cache provides the setting for one of the world’s toughest ultramarathons.
The region is evolving into a year-round destination for authentic mountain adventure. Connecting the hubs of Grande Prairie and Hinton with improved roads and premium lodging allows us to meet global demand and welcome more visitors in every season.
At a glance
Location: Northwest Alberta
Key community: Grande Prairie, Hinton, Grande Cache
Projected visitor spend: $1B by 2035*
GDP: $747M by 2035*
Jobs: 4,890 by 2035*
Grande Prairie Regional Tourism Association (GPRTA)
Hinton Northern Rockies
Municipal District of Greenview
*With investment
Resident sentiment toward tourism is high
Nearly 70% of Northern Rockies residents say that tourism is important to the local community.
Demand drivers
High demand for key activities
Highly engaged international travellers are already planning trips to Alberta. But the Northern Rockies need more four-season offerings, luxury experiences, maintained trails, and guided adventure tourism activities to fully meet that demand. These additions can anchor year-round itineraries and drive sustained tourism growth.
Northern Lights Eco Lodge Potential Market Size: 8.9M
High Adrenaline Adventures Potential Market Size: 1.2M
Luxury Rail Journeys Potential Market Size: 3.2M
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 Northern Rockies 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 Northern Rockies.
