The Experience Economy of the Cowboy Trail

Posted on: September 12th, 2016

Royce Chwin, Chief Executive Officer at Travel Alberta recently wrote about experience tourism:

Not long ago, my wife and I took some visiting friends on a road trip along The Cowboy Trail (Hwy. 22). It was a classic blue-sky Alberta day and we enjoyed the awe-inspiring scenery of the foothills and grasslands as we drove.

We visited the iconic towns of Black Diamond and Longview, and stopped in Turner Valley for a mouth-watering burger at the Chuckwagon Café and, later, for a fascinating lesson on Alberta distilling while sipping a crisp, artisanal gin at Eau Claire Distillery.

It was an amazing day. All very authentic. Very Alberta. We still talk about those memories.

That experience came to mind when I was thinking about last month’s blog about seizing the opportunity to leverage tourism as an economic builder, and how a critical part of any destination strategy is to identify the “experiences” people can have while visiting.

Our day on The Cowboy Trail, and indeed the hundreds of other days I’ve spent visiting every corner of the province, are made special by the opportunities to do things that are fun, exciting and interesting. And I’m not talking about just Stampede-size experiences, but the array of intimate, authentic interactions that make you feel part of the community you’re visiting.

For the full story, go here:

We whole-heartedly agree! In fact, we thought the same thing when, in 2013 we launched Experience the Cowboy Trail, as an annual visitor guide. We based the design of this magazine on the template we created in 2005 for Experience the Mountain Parks.

This summer, we announced the spring 2017 launch of Experience the Dinosaur Trails. This will be CMI Publishing’s 4th magazine. The other is Experience Calgary’s Parks ‘n’ Paths. To learn more about our experiential travel guides, and two map projects, check out Keep up the great work, Royce Chwin.

Lunch break Tyrell Creek

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