Travel Trade

Welcome to South Canadian Rockies!

Established in 2021, the South Canadian Rockies is a destination management organization (DMO) located in southwestern Alberta that includes the Crowsnest Pass Region, Castle Region and Pincher Creek Region. Rich in history and culture, the South Canadian Rockies are a four-season playground for people looking to reconnect with nature, step off the beaten path and explore one of North America’s most unique ecosystems. Locally-inspired restaurants, engaging museums and world-class activities make this destination a must-see for anyone looking for their next great adventure. The region unites around its diverse landscapes, outdoor recreation opportunities, and deep history to develop authentic, high quality visitor and guest experiences that attract visitors and drives community prosperity.

Learn more about becoming a member >

Resources and Support

South Canadian Rockies Tourism Association offers an array of resources and support to our members, operators, and industry partners. Our primary objectives in working with SCRTA members and tourism related operators in our regions are:


We are members of Tourism Industry Association of Alberta and attend their annual advocacy summit. We welcome our members to take this opportunity to bring forward any challenges they face, so that we can advocate on your behalf. In addition to this, we work with local stakeholders and bodies of government to ensure we are in alignment.


Communication through Industry newsletters and updates: Our monthly emails contain industry information and updates, helpful tips, and more.


We welcome assets from members and operators, please share them with us via email

We also offer a regular “Buy-In” program that offers marketing opportunities, where SCR matches your dollars on branded digital ads, offers boosted social media posts through our channels, and helps target and deliver your ads to best showcase your brand.

Professional Development

Exclusive access to training programs through Tourism Connects at no cost to our members. We currently have three courses available for FREE to our members through Tourism Connects, click here to learn more.

Funding Opportunities

SCR offers occasional funding opportunities to our members. Please see below to see our funding programs.

Equipment Loan

We offer loan of our 10 x 10 SCR branded pop-up tent for members attending regional events, markets, and tradeshows.

Funding Opportunities

Shoulder season enhancement program: Learn more

The Shoulder Season Enhancement Program aims to support destination development in South Canadian Rockies during shoulder season, with a goal of maximizing regional economic impact, while also supporting our members. Spring Intake opens Jan 15 2024 and closes Feb 15 2024. Click here to learn more and to download the application.

Funding Opportunities

Coming soon!

Funding Opportunities

Coming soon!


March 9, 2024

SCR Tourism night

May 28, 2024

SCR virtual agm

Join us for our virtual AGM!