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Nicholas L. M. Allen
Jul 23, 2025
Southern Canadian Rockies Tourism Association outlines new programs and housing challenges
Melissa 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.
SCR also recently launched a promotional video highlighting local attractions, developed in collaboration with Threshold Media.
Housing was identified as a critical issue impacting the tourism sector.
Stefaniw shared her personal experience struggling to find affordable housing since moving to the Pass.
She added that potential tourism staff have declined job offers due to limited housing availability in the area.
She stressed the broader impact of housing shortages on staffing and local businesses, reinforcing the need for advocacy and collaborative solutions.
Councillor Lisa Sygutek acknowledged the significance of SCR raising the housing issue.
“If we don’t figure this out and let people understand there is a housing issue, this community will never move forward,” Sygutek stated.
She noted housing shortages affect every local sector, from small businesses and recreation to healthcare and industry.
Councillor Doreen Glavin expressed support for SCR’s collaborative efforts, suggesting representatives from tourism and healthcare sectors participate on the proposed advisory committee to address housing concerns comprehensively.
She emphasized that regional growth depends on both economic investment and a stable, affordable housing base.
“Having really open lines of communication with councils is essential,” Stefaniw concluded, reaffirming SCR’s commitment to advocate effectively for the region’s tourism industry.
