About Foothills Tourism

In late Fall 2018, what initially started as a group of business owners who decided to pool their resources and work together in order to boost business, quickly developed into a larger vision and an all-encompassing initiative to represent Foothills tourism as a whole.

Noting a densely packed region with huge cultural heritage, vibrant arts, sustainable agriculture, and other key attractions, as well as an opportunity to fill the physical void between two other successful tourism initiatives (Banff/Canmore and Lethbridge), in February 2019 the Foothills Tourism Association was born.

The association was formed to grow a strong agricultural and entrepreneurial rural business community by attracting tourism, provincially, nationally, and internationally to our region.

By developing the visitor economy in foothills, we will drive economic growth and job creation in our region.



Mission Statement

Our mission is to attract visitors and offer them value.

  1. To develop and grow a strong agricultural and entrepreneurial rural business community injected by a constant source of outside dollars.
  2. To bring tourists, provincial, national, and global to Foothills businesses.
  3. To attract provincial and corporate funds to the development of the industry.
  4. To work together with municipal and town councils to develop a local government framework that welcomes and stimulates agri-tourism and rural experiential tourism in the region.


Our Vision

A Foothills rural and agricultural community that thrives because of the added value of tourism opportunities and whose benefits include and spill over to the towns within the region:

  1. Increased economic activity.
  2. Creation of jobs.
  3. Infrastructure investment.
  4. Reduced rural crime.
  5. Retention of agricultural land.
  6. Implementation of quality agricultural practices.
  7. Protection of natural environments.
  8. Creation of a bridge between urban and rural citizens.
  9. Retention and attraction of young people to the community.
  10. Spill over effect to other businesses.
  11. Increase in acreage land value.
  12. Preservation of agricultural roots and traditions.
  13. Diversification of agricultural businesses and increase food security.


Learn More

Have questions or want to get involved, contact us with your feedback!