Sustainable Journeys from Prairies to Pacific
Overview
Photo credit: Travel Alberta / Roth & Ramberg
The Sustainable Journeys from Prairies to Pacific Corridor is one of three corridors being supported through Destination Canada’s 2023 Tourism Corridor Strategy Program.
Learn more about the program through the following links:
Each year, millions of visitors from around the world make their way to Canada to explore its westernmost provinces, Alberta and British Columbia (BC). While many choose the TransCanada Highway as their travel route through this region, Highway 3 offers a scenic, less-travelled but spectacular alternative.
The Highway 3 corridor – which is within a few hours of Calgary and Vancouver, the large urban hubs of southern Alberta and BC’s lower mainland - winds its way across the two provinces, passing through cities, resort towns, and small rural communities and connects the city of Hope in British Columbia with Lethbridge in Alberta. Along the way, guests can take part in Indigenous, agritourism, and outdoor recreation experiences, while also discovering National and Provincial parks, viewing wildlife, and learning about western culture and heritage.
Thanks to its stunning geography and wealth of experiences, developing the Sustainable Journeys from Prairies to Pacific Corridor along Highway 3 supports the existing traveller dispersion strategies of both Travel Alberta and Destination BC. There is also a network working to improve safety and transportation infrastructure along Highway 3, which was integrated into the project. This supports both sustainable tourism development and area locals who travel the corridor regularly.
The Sustainable Journeys from Prairies to Pacific Corridor project also incorporated existing key strategies and experience themes that have been developed by Travel Alberta and Destination BC to develop an actionable strategy that will identify the corridor’s:
- Competitive advantage.
- Key strengths and challenges.
- Experiences and assets that should be prioritized for development, enhancement and investment.
Through the Tourism Corridor Strategy Program, a detailed road map and development and investment financial plan were developed, outlining short-, medium-, and long-term initiatives that will support new economic opportunities, attract high-value guests, and draw investment to enhance the corridor’s strengths. Ultimately, the strategy sought to further connect locals and guests to this exceptional part of Western Canada, generating wealth and wellbeing for the regions along the corridor.
Overview
Photo credit: Travel Alberta / Roth & Ramberg
The Sustainable Journeys from Prairies to Pacific Corridor is one of three corridors being supported through Destination Canada’s 2023 Tourism Corridor Strategy Program.
Learn more about the program through the following links:
Each year, millions of visitors from around the world make their way to Canada to explore its westernmost provinces, Alberta and British Columbia (BC). While many choose the TransCanada Highway as their travel route through this region, Highway 3 offers a scenic, less-travelled but spectacular alternative.
The Highway 3 corridor – which is within a few hours of Calgary and Vancouver, the large urban hubs of southern Alberta and BC’s lower mainland - winds its way across the two provinces, passing through cities, resort towns, and small rural communities and connects the city of Hope in British Columbia with Lethbridge in Alberta. Along the way, guests can take part in Indigenous, agritourism, and outdoor recreation experiences, while also discovering National and Provincial parks, viewing wildlife, and learning about western culture and heritage.
Thanks to its stunning geography and wealth of experiences, developing the Sustainable Journeys from Prairies to Pacific Corridor along Highway 3 supports the existing traveller dispersion strategies of both Travel Alberta and Destination BC. There is also a network working to improve safety and transportation infrastructure along Highway 3, which was integrated into the project. This supports both sustainable tourism development and area locals who travel the corridor regularly.
The Sustainable Journeys from Prairies to Pacific Corridor project also incorporated existing key strategies and experience themes that have been developed by Travel Alberta and Destination BC to develop an actionable strategy that will identify the corridor’s:
- Competitive advantage.
- Key strengths and challenges.
- Experiences and assets that should be prioritized for development, enhancement and investment.
Through the Tourism Corridor Strategy Program, a detailed road map and development and investment financial plan were developed, outlining short-, medium-, and long-term initiatives that will support new economic opportunities, attract high-value guests, and draw investment to enhance the corridor’s strengths. Ultimately, the strategy sought to further connect locals and guests to this exceptional part of Western Canada, generating wealth and wellbeing for the regions along the corridor.
Timeline
The Sustainable Journeys from Prairie to Pacific Corridor project, which started in June 2023 and was completed in December 2023, is now at its implementation stage. A dedicated corridor team is now leading the implementation with Destination Canada’s support.
The development of the corridor project involved three co-created deliverables:
- Corridor Strategy: Existing strategies will be incorporated to define the vision for the entire corridor, align resources, and engage stakeholders.
- Implementation Plan: Plan execution, identify timeline/priorities, inform or establish governance.
- Investment Plan: Identify investment needed, suggest opportunities, identify potential funding sources.
These deliverables were completed through a three-phase workplan, which was rooted in stakeholder and community engagement:
- Phase 1: Analysis of existing research, data, and assets was completed. Interviews, online surveys, workshops, and engagement sessions with up to 30 Indigenous and non-Indigenous stakeholders and other community groups also took place during this phase.
- Phase 2: Collected data was analyzed, validated, and used to develop the corridor strategy.
- Phase 3: The corridor strategy and investment plan were presented to those leading the project and an implementation plan was developed.
Timeline
The Sustainable Journeys from Prairie to Pacific Corridor project, which started in June 2023 and was completed in December 2023, is now at its implementation stage. A dedicated corridor team is now leading the implementation with Destination Canada’s support.
The development of the corridor project involved three co-created deliverables:
- Corridor Strategy: Existing strategies will be incorporated to define the vision for the entire corridor, align resources, and engage stakeholders.
- Implementation Plan: Plan execution, identify timeline/priorities, inform or establish governance.
- Investment Plan: Identify investment needed, suggest opportunities, identify potential funding sources.
These deliverables were completed through a three-phase workplan, which was rooted in stakeholder and community engagement:
- Phase 1: Analysis of existing research, data, and assets was completed. Interviews, online surveys, workshops, and engagement sessions with up to 30 Indigenous and non-Indigenous stakeholders and other community groups also took place during this phase.
- Phase 2: Collected data was analyzed, validated, and used to develop the corridor strategy.
- Phase 3: The corridor strategy and investment plan were presented to those leading the project and an implementation plan was developed.
Team
In partnership with Destination Canada, the Sustainable Journeys from Prairie to Pacific Corridor project was co-led by Travel Alberta and Destination BC.
With the participation of the project leads, Destination Canada selected and engaged experts from tourism consultancy firm, Twenty31, to guide the project and co-create the key deliverables. By way of its work, Twenty31 reimagines tourism through the lens of sustainability and opportunity for tourism development, enhancement and investment. They specialize in several core areas, including destination development strategy as it aligns with the UN’s Sustainable Development Goals (SDGs). The firm’s team has a wealth of industry experience and works closely with experts in sustainable tourism and management.
Additional partners in Alberta and BC that have been engaged throughout the project include destination management organizations (DMOs), local chambers, economic development organizations, and other relevant organizations representing the regions and communities within the corridor.
If you have any questions about the Sustainable Journeys from Prairie to Pacific Corridor, please reach out to Jennifer, Yvonne, or Emilie for further details.
Team
In partnership with Destination Canada, the Sustainable Journeys from Prairie to Pacific Corridor project was co-led by Travel Alberta and Destination BC.
With the participation of the project leads, Destination Canada selected and engaged experts from tourism consultancy firm, Twenty31, to guide the project and co-create the key deliverables. By way of its work, Twenty31 reimagines tourism through the lens of sustainability and opportunity for tourism development, enhancement and investment. They specialize in several core areas, including destination development strategy as it aligns with the UN’s Sustainable Development Goals (SDGs). The firm’s team has a wealth of industry experience and works closely with experts in sustainable tourism and management.
Additional partners in Alberta and BC that have been engaged throughout the project include destination management organizations (DMOs), local chambers, economic development organizations, and other relevant organizations representing the regions and communities within the corridor.
If you have any questions about the Sustainable Journeys from Prairie to Pacific Corridor, please reach out to Jennifer, Yvonne, or Emilie for further details.