Rocky View County tourism strategy targets trails, spas and agri‑tourism as Springbank project breaks ground
Rocky View County tourism strategy will guide trails, agri-tourism and lodging after a $100M Springbank spa broke ground, targeting west county growth.
Rocky View County has launched a formal tourism planning process to guide new visitor-focused development across the municipality. The Rocky View County tourism strategy, announced in May 2026, aims to identify where outdoor recreation, overnight accommodation and farm-based experiences can be supported. County officials say the plan will help manage impacts while encouraging economic diversification around Calgary’s periphery.
County launches tourism planning process
The county posted a public notice in May 2026 signaling the start of a multi‑step planning exercise to map tourism opportunities and constraints. The process will examine a broad range of potential uses, from trails and guided tours to accommodations and event venues. Officials say the initiative is intended to clarify where tourism uses may be appropriate and how they can be managed responsibly.
The county’s online material emphasizes that current policy does not fully address these emerging interests, particularly in the western portion of the municipality. Rocky View aims to balance enabling new enterprises with clear standards for land use, environmental protection, and infrastructure. Input from residents, businesses and stakeholders will form part of the county’s decision-making.
Everwild Harmony sparks development interest
Late in May 2026 the largest recent signal of tourism investment arrived in Springbank, where a $100‑million Nordic spa and hotel development broke ground. The 2.23‑hectare project, marketed as Everwild Harmony, is slated to open in 2028 and is projected to host roughly 200,000 visitors in its first year of operation. County leaders and developers say the facility could anchor a broader shift toward overnight stays and higher‑value visitor spending.
Planners see the Springbank project as a test case for how larger tourism developments might fit into rural settings near the Rocky Mountains. Officials stress that any approvals will consider traffic impacts, servicing capacity and effects on surrounding agricultural operations. Provincial objectives to grow tourism revenue add momentum to private investment in the region.
Bragg Creek trails draw day visitors but lack lodging
West Rocky View communities such as Bragg Creek already attract outdoor enthusiasts with an established trail network and proximity to the mountains. Local leaders say many visitors treat Bragg Creek as a day‑trip destination, stopping briefly before returning to Calgary or Cochrane. The county’s strategy seeks ways to encourage those visitors to stay longer and spend more at hamlet businesses.
Councillor Kevin Hanson, who represents the county’s southwest area, noted the need for more overnight accommodation options for events and recreational stays. He pointed to a shortage of hotel rooms and limited options beyond a few bed‑and‑breakfasts. Facilitating campgrounds, small hotels or expanded B&B capacity is part of the conversation about strengthening the local visitor economy.
Existing attractions and commercial landscape
Rocky View County is not without established draws: Calaway Park in Springbank, Butterfield Acres Petting Farm in Bearspaw, CrossIron Mills and Century Downs Racetrack and Casino near Balzac, and the West Bragg Creek trail system already bring regular traffic. Despite these assets, the county’s commercial tax base continues to be weighted toward logistics, distribution and warehouse operations. Hanson has said tourism is one pathway to diversify business mix and broaden the commercial revenue stream.
As the county evaluates new uses, planners will also consider how to integrate tourism with long‑standing agricultural and rural residential activities. Maintaining access to farmland and minimizing conflict between visitors and working operations remain priorities for policy makers. The aim is to create complementary economic activity without displacing existing land uses.
Managing environmental, agricultural and infrastructure impacts
County materials stress that tourism‑related growth must protect rural character, agricultural operations and environmentally sensitive areas. Transportation safety, road capacity and servicing are listed as practical constraints that will shape where and how development proceeds. Officials say the strategy will include tools to mitigate noise, traffic and ecological disturbance while setting expectations for applicants.
Public consultation and technical studies are expected to inform mapping of suitable areas for different tourism uses. This will include assessments of water, wastewater and stormwater capacity where overnight stays are proposed. The county has pledged that any changes will aim to preserve residents’ quality of life and the long‑term viability of farms.
Alignment with provincial and municipal targets
Rocky View’s planning work aligns with broader ambitions for Alberta’s visitor economy and Calgary’s tourism goals. The Alberta government has set a target of growing visitor revenue to $25 billion annually by 2035, while the City of Calgary is pursuing a $6 billion visitor economy by the same year. Calgary’s visitor economy generated about $2.9 billion in 2024, a benchmark county planners cite when discussing regional opportunities.
County councillors see potential benefits from coordinating with provincial and city strategies, arguing that regional alignment can attract investment and marketing support. At the same time, officials emphasize that local policies will determine the pace and character of development inside Rocky View’s boundaries.
The county has requested early feedback from residents and stakeholder groups as it drafts the tourism strategy, with further engagement expected through public sessions and technical studies. Planners say the next stages will refine policy options, identify priority areas and propose regulatory measures to manage growth in a way that supports both economic diversification and rural stewardship.
