(File photo/Alberta Open Farm Days)

By Josh Hall (Twitter: @Vancan19)

premier destination

Central Alberta Tourism Alliance sets agritourism sights on 2033

Jul 15, 2023 | 11:55 AM

The Central Alberta Tourism Alliance (CATA) has released its new Agritourism Development Strategy, envisioning the region as the province’s premiere destination for agritourism by 2033.

The strategy, the alliance says, captures central Alberta’s opportunity to invite visitors to connect with the people and places which bring the area’s agricultural heritage to life.

Agritourism includes everything from on-farm experiences like u-picks, farm stays, and tours to petting zoos and farm markets with connections to farm-to-table, local food, and culinary opportunities, the organization says.

CATA’s strategy includes the following objectives:

• Create a sustainable and collaborative framework to support agritourism development across the region
• Increase the availability of agritourism product offered by farms and agricultural businesses
• Clearly communicate agritourism as a key motivator for visiting Central Alberta
• Drive regional economic growth and diversification of the visitor economy

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“The Agritourism Development Strategy focuses on organizational development, marketing and promotional development, product development, and destination development as key areas of action,” says the alliance in a release.

“The Strategy advocates for the collaboration of industry, tourism operators, and communities across the region to develop a sustainable and well-supported framework and environment to advance agritourism as a thriving industry sector and tourism driver.”

CATA has already garnered feedback from various stakeholders.

“Input revealed that the CATA region possesses significant strengths and assets in agritourism and agriculture through a range of farms, local food product, markets, farm attractions, eateries, and breweries,” officials say.

“These assets contribute to central Alberta’s visitor economy, share and preserve the authentic regional heritage of residents, and help shape local appreciation for food, sustainability, and connections to land.”

CATA is an informal partnership of municipalities and tourism organizations including the Town of Blackfalds, Clearwater County, Town of Innisfail, Lacombe County, Red Deer County, City of Red Deer, Tourism Red Deer, Town of Rocky Mountain House, and the Town of Sylvan Lake.

The full study can be found on CATA’s website.