Canada Strong pass boosting tourism in Waterton during shoulder season

The federal government has brought back its Canada Strong pass for the holidays, and destination businesses are hoping free admission will lure visitors.

While the off-season is a quiet one in Waterton Lakes National Park, the return of an initiative launched by the federal government is drumming up business.

“There’s definitely been a bit of a lift,” said Shameer Suleman, president of the Waterton Park Chamber of Commerce.

The federal government has relaunched its Canada Strong pass, offering free admission into national parks, discounts on overnight stays with Parks Canada, free or reduced admission into museums and galleries and discounted travel with VIA Rail.

The pass is in effect through Jan. 15, 2026.

“The forecast looks good coming up, so there’s been quite a bump for the next two weeks, especially through the holiday season,” said Suleman.

“So, we’re feeling it and hoping it’s going to continue on and keep Waterton busy.”

While the winter months are slower for the national park in southern Alberta, Suleman says businesses are adjusting to the free entry.

“A few businesses have decided to open for the winter,” he said.

“It’s so beautiful and so pretty down there right now, and you get the park to yourself, and there’s quite a bit open.

“There are four hotels that are open now, three restaurants and a gift shop open for the winter. There’s also some guiding that is open, so there’s quite a bit to do.”

The Canada Strong pass was originally launched during the summer to boost domestic tourism and help families afford travel during rising living costs.

Following the three-month period during the summer, the federal government reported a 13 per cent increase in visits to national parks across the country.

While numbers in Waterton Lakes are still being finalized, Parks Canada saw an 11 per cent increase in tourists compared to last summer.

And 2024 marked the second busiest year on record for Waterton Lakes, with more than 540,000 visitors passing through the gates.

“In the evenings and early mornings is when we felt that normal feel for Waterton, not that craziness,” said Suleman.

“It was a lot of day traffic, but a lot of Canadians.

“I’ve never seen so many Canadians enjoying Waterton Park and exploring it and seeing it for the very first time, which is amazing.”

In October, the number of Canadian resident return trips from the United States was down 26.3 per cent year over year, while the number of trips to Canada by U.S. residents was up three per cent, according to Statistics Canada’s latest report.

Erin Crane, Tourism Lethbridge CEO, says travel is changing a lot.

“We’ve seen that a lot this year, with people maybe not venturing as far,” she said.

“Again, because of some of the uncertainty in the market, people do look for things a little closer to home.

“We know that leisure travel has been really effective for us this year.”

During the shoulder season, Parks Canada staff in Waterton Lakes are undergoing a visitor use management review to look at different tools and tactics to manage the increase in tourists during the busy season.

“There’s a lot to look forward to for us, so we’re really excited about the coming summer,” said Suleman.

The federal government plans to offer the Canada Strong pass in summer 2026.