Business is booming in the Canadian Rockies as summer vacation trips get underway, but Albertans living in regions further east of the majestic mountains are seeing an increasing number of guests. The Town of Cochrane suggests it could be that tourism dollars stretch further in the community than the more popular mountain towns. “In Cochrane, you can stay a little bit longer and do more and have a different Alberta itinerary than if you were just saying in the Canadian Rockies,” says Callandra Caufield, executive director of the Cochrane Tourism Association. She says the town has seen visitor numbers recover quite well after the pandemic, but she’s since heard from partners that more international visitors every year are choosing the community, located just west of Calgary, as a place to go. “Our data supports that,” she told CTV News Tuesday. “Since 2023, we’ve seen about a 20 per cent increase in Canadian overnights and, more significantly, we’re seeing a 40 to 50 per cent increase in U.S. and international visitor overnights.” That volume is also being reflected in the town’s hotels, especially in the summer, Caufield says. She adds there is always room for growth. “There is still more space and there’s still more opportunity for entrepreneurs interested in tourism who want to deliver.” ‘Steady increase in tourism’ Local businesses are seeing a boost in sales from the summer season too Chris Hartman, chef and owner of Cochrane’s Fence & Post, says a lot of those dollars are coming from international visitors. “Definitely an increase in tourism in the last few years here. We’ve seen both national and international as well as people from Calgary coming out to the Cochrane area,” he said. Hartman says the international guests are using the community to expand their trip. “There’s the road trip as part of the destination as well,” Hartman said. “They’re trying to capitalize on more of the time in the area.” Hartman says there has been a “broad spectrum” of guests from all different countries. “It’s been a constant, steady increase in tourism.” Caufield says the reason for the jump in tourism numbers could be the affordability of the community, coupled with its proximity to the Rocky Mountains. “I think some people discover Cochrane because of the room rates or room availability but once they get here, they realize they’ve found a hidden gem.” Caufield says its not only the mountains these guests are looking for – they’re also using Cochrane “like a base” to visit the rest of the province. Some of those other activities include fly fishing, outdoor hikes and even whitewater rafting. “Using Cochrane like a hub, obviously you’ve got access to the Canadian Rockies, you’ve got access to Calgary and the attractions there, we’re about an hour-and-a-half from Drumheller and we’ve also got this region. “There’s lot to do that people haven’t discovered yet.” Cochrane works with travel budget CTV News spoke with one of those families on their Alberta adventure. “We were travelling from Calgary to Kamloops and along the way, Cochrane is a good stopping point for the amount of distance we’re going with three kids,” said Jessica Pelky from Sudbury, Ont. Pelky agreed that stopping in Cochrane was easier on her wallet too. “The price point was right, this specific hotel offered things for kids – a pool, a hot tub, a games room. The landscape isn’t as busy.” Pelky said the decision to stop in Cochrane was planned ahead of time because they wanted to avoid the pricier stays in Banff. “We want to drive through it, we want to see it, it is one of our stopping points, but to stay there, the price was almost double. “In planning out this trip – we are staying about seven or eight days – we wanted to watch our price points.” Banff and Lake Louise Tourism working with partner communities The summer is fast approaching and Banff and Lake Louise Tourism (BBLT) is anticipating a strong desire for people to visit the area. “We’re expecting Banff to be super popular this summer,” said Christine Pashby, director of public affairs for BBLT. “I think you can guess, if you haven’t already sorted out your trip, it might be tricky.” She points to the Canada Strong Pass, which kicks in June 19, Calgary’s growing population and Canadians’ desire to travel within the country and international visitors’ desire to see the Rockies. “I like to imagine this place moves people,” she said. Regarding people staying in Cochrane and visiting Banff and Lake Louise, she says BBLT works with partners in Canmore and Cochrane to ensure a cohesive experience. “Commercial growth in Banff is capped, we’re located in a national park, there is no room for new hotels in Banff,” said Pashby. Caufield says, prices aside, many visitors also come to Cochrane to enjoy its atmosphere. “I think that when you talk to residents, you’ll hear there is just a feeling in this community,” Caufield said, adding visitors prize the warmth and Western hospitality of the town. “You can also learn a lot about the Western ranching and Indigenous history as well.”
