On the face of it, it seems pretty clear – Bow Valley communities are tourism hotspots.
The idea that they be granted tourism destination status should be a no brainer. Bow Valley communities are not one-industry towns (any longer), nor are they your typical small town in Alberta.
Tourism is what they are, what they do, what they’re all about.
Watch almost any Travel Alberta commercial and you’ll generally see these communities highlighted – because they’re some of the most-visited locales in this province.
For that reason, the idea that Banff, Canmore and Jasper are trying to convince provincial officials to fork over $71,000 for a Competitive Tourism Communities Project is clearly a good idea.
What is less clear is why yet another study/project (page 14) is needed to convince provincials change is needed. These communities, which host thousands, even millions, of tourists from across Canada and around the world, have different infrastructure demands and should be recognized for it.
Let’s face it, and this is no downplay on other Alberta municipalities, but when the majority of visitors head to this province to tour around, likely as not they head for the Bow Valley.
It is what it is.
And because our communities are tourism magnets that attract those visitors and help fill tourism coffers, they should be given resort status and alternative funding models to keep them properly afloat and continuing to bring tourist dollars into the province.
If anything, Crowsnest Pass, Pincher Creek and Drumheller should or could be involved as well as major tourism draws.
Based on Travel Alberta’s current website… “WELCOME TO ALBERTA Undoubtedly one of the most beautiful places on earth, as vast as it is varied in landscape and experiences. Alberta is an exceptional vacation destination you won’t soon forget, filled with unique activities, urban charms and cultural jewels.
Located in the heart of western Canada, the province of Alberta is bordered by the Canadian Rocky Mountains. Banff and Jasper, world-renowned resorts in our Canadian Rockies, offer luxurious accommodation and fine dining. Take a day trip south and east into the Canadian Badlands and go back millions of years to the age of the dinosaurs. Or venture north into a land of pristine lakes, backcountry lodges, and trophy fishing.”
Notice the placement of Rocky Mountains, Banff and Jasper…
Further, on the Travel Alberta website, the video currently in place highlights virtually nothing but mountain fun; skiiing, snowboarding, dogsledding, mountain vistas, snowshoeing, hiking near icefalls, etc. Other than the hint of somebody in a pool or having a quick glimpse of northern lights, the entire video is related to winter mountain activities.
Travel Alberta, obviously, knows which side of its bread the butter is on. And, being that TA is the provincial government’s tourism marketing organization, it should be no great leap for provincial ministers and MLAs to size up the situation and tourism potential of our communities.
If in doubt as to the value of Bow Valley communities to tourism revenue, those same ministers and MLAs need only be pointed to a Travel Alberta commercial, brochure or video to understand the importance.
