Tourism grows, housing is not

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Southern Canadian Rockies Tourism Association outlines new programs and housing challenges.

Melisa Stefaniw, Destination Management Coordinator with the Southern Canadian Rockies Tourism Association (SCR), provided an update to Crowsnest Pass Council during their July 2025 meeting, highlighting expanded programs and discussing local housing challenges.

Stefaniw announced additional provincial funding that has allowed SCR to expand from a half-time role to two full-time positions and another part-time role, significantly enhancing regional tourism development capabilities.

“Eighty-five per cent of this funding goes directly back into this region for promotions and marketing,” she explained.

She emphasized the potential for SCR to access substantial federal and provincial funding streams not available directly to individual municipalities.

Stefaniw noted plans to form a regional tourism association committee involving representatives from local municipalities, including Pincher Creek and ID 4, to collaboratively advocate for the sector.

This new structure will allow SCR to take on more ambitious regional initiatives and strengthen cross-community coordination.

Erin Fairhurst, Coordinator with SCR, detailed the recent acquisition of the World Development Fund, noting Crowsnest Pass was one of only two Alberta communities awarded this funding.

Fairhurst outlined several key projects supported by the funding, such as a tourism industry workforce ambassador program, itinerary development, empowering local businesses, and promotional marketing initiatives.

“We want to spread visitors throughout the region to ensure high-quality experiences,” Fairhurst said.