Alberta heritage sites had high attendance levels during Canada Strong pass period

An Albertosaurus on display at the Royal Tyrrell Museum in Drumheller, Alta., Thursday, Jan. 16, 2020.THE CANADIAN PRESS/Jeff McIntosh

The Alberta government says it had a record-breaking summer at its museums and heritage sites while it offered free and reduced admission as part of the Canada Strong pass.

In a Monday news release, Minister of Arts, Culture and Status of Women Tanya Fir said between May 1 and Aug. 31, more than 603,000 visitors were recorded – a number that is seven per cent higher than 2024’s attendance figures.

“This summer’s record-breaking crowds prove that people everywhere want to experience the history and spirit that makes Alberta so special,” Fir said.

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New exhibits, special events and programming all helped attract guests to the facilities, the province says.

“The Royal Tyrrell Museum’s Breakthroughs exhibit showcased rare Alberta discoveries, while the Reynolds Museum’s Making Tracks exhibit featured massive, tracked machines,” officials said.

“At the Royal Alberta Museum, the Orcas: Our Shared Future exhibition drew more than 112,000 visitors during its six-month run.”

Canada Strong’s free admission for children

Earlier this year, the Carney government introduced the Canada Strong initiative to help provide better access to historic sites and museums.

In early July, Alberta opted into that initiative, making general admission to all Alberta museums and historic sites free for children and teens aged 17 and under.

Admission was also half-price for young adults 18 to 24.

Fir said at the time that, “Supporting increased access to our sites will drive more economic activity throughout the province, while also sharing our unique history and culture.”

According to Budget 2025, the Carney government said the Canada Strong pass would be renewed for the Christmas holidays and summer 2026.

In 2025, two of Alberta’s museums celebrated milestones.

On April 28, the Frank Slide Interpretive Centre celebrated 40 years in operation while on Sept. 25, Drumheller’s Royal Tyrrell Museum also marked 40 years since opening its doors.

Alberta’s Ministry of Arts, Culture and Status of Women released a further statement later in the day on Monday regarding future participation in the program:

“This summer, Alberta participated in the Canada Strong Pass program to encourage more Albertans to explore the rich culture and deep history of our province at our participating heritage sites,” the statement read.

“Planning for the holidays and the 2026 summer season is still underway, and no final decisions have been made regarding Alberta’s potential participation in the renewed Canada Strong Pass program.

“We encourage Albertans to stay tuned to Alberta.ca for updates to be shared in the coming weeks.”

With files by Damien Wood