The story, vision, and partners of the WiLD ALBERTA tourism initiative.
WiLD ALBERTA promises natural adventure in pristine wilderness. Welcoming weekend warriors, families & locals looking for deep bonds, who crave authentic, soulful experiences & creature comforts beyond crowded hotspots. Partnering with community and entrepreneurs, we celebrate stories of our land, the past and heroes of the day. Here, you find moments that linger long after you’ve gone, because at WiLD ALBERTA, you belong in nature’s grand adventure.
WiLD ALBERTA is a community-powered, non-profit initiative led by GROWTH Alberta — the Grizzly Regional Economic Alliance Society. Funded by local municipalities, we exist to share the hidden stories and untamed beauty of northwestern Alberta with the world. Since 2002, GROWTH Alberta has worked hand-in-hand with rural communities to nurture growth, belonging, and opportunity.
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PERSONALITY – WHAT WE DO
Distinctive
WiLD ALBERTA is a rare gem — secluded yet accessible wilderness, where rustic charm meets creature comforts. Down-to-earth, good value, quality experiences with a rich character. No fluff, just honest warmth, hearty food, and a safe hearth at day’s end.
PERSONALITY – WHAT WE DO
Pristine
WiLD ALBERTA celebrates wild places with fierce devotion by encouraging all to reclaim, renew and revitalize the land. Every visitor wanders through unspoiled wonders, knowing this beauty is safeguarded — not just today, but forever.
PERSONALITY – WHAT WE DO
Storyteller
WiLD ALBERTA brings the land alive through stories, echoing traditions passed down for millennia. Here, history breathes in legends, local and indigenous tales whispered in the winds, inviting visitors and partners to write their own chapters beneath endless stars and Northern Lights.
INNER VALUES – HOW WE MOVE/MISSION
Authentic
WiLD ALBERTA honours the genuine character of local residents, places, and traditions. Every encounter is grounded in honesty and the simple joy of sharing hearts, minds and the land with down-to-earth locals, seasoned by the elements and a pioneering spirit.
WiLD ALBERTA is real; what you see is what you get: A handshake, a smile, a story without polish, full of integrity and love.
INNER VALUES – HOW WE MOVE/MISSION
Adventurous
WiLD ALBERTA embodies a daring spirit that ventures beyond the beaten path, chasing the thrill of the unknown, finding exhilaration in places untouched by crowds.
WiLD ALBERTA’s richest treasures lie at the edge of comfort, waiting to be discovered by those bold or curious enough to explore.
INNER VALUES – HOW WE MOVE/MISSION
Holistic
WiLD ALBERTA lives the truth that all things are connected: the earth, communities, and a sustainable future woven together. We honour the tradition of Indigenous stewardship, ensuring every footprint lands softly. WiLD ALBERTA, alongside our partners, creates experiences that nurture body, mind, and spirit: Life isn’t a single note, but a full, harmonious chord.
CORE VALUE – WHY WE EXIST
Belonging
WiLD ALBERTA nurtures a deep sense of belonging, inviting every soul and family to find their place in nature’s grand adventure.
WiLD ALBERTA welcomes visitors and community partners as part of a living story, inviting them into a deeply caring rural community where kindred spirits thrive, from thrill-seekers to those wanting profound rest, all feeling at home in Alberta’s untamed heart.
