Cochrane Tourism believes tourism is on the cusp of becoming a larger economic driver in the community.

Last week, Cochrane Tourism executive director Jo-Anne Oucharek presented town council with an overview of their strategic priorities and projects on the horizon that could make Cochrane more than a whistle-stop on a trip to the mountains. 

Council responded by adding $17,000 to the tourism budget for 2020 to come close to funding they originally sought help create more tourism products.

Cochrane Tourism will leverage a 50-50 grant to implement a program that will assist businesses in flushing out their raw ideas and mold them into fully-implemented tourism products.

The town had originally set aside $60,000 for Cochrane Tourism, but that fell short of the financial resources required to fully unfold the program.

The extra $17,000 will be taken out of accumulated reserves and not impact property taxes in 2020.

The town will also be working with Cochrane Tourism to develop a sustainable funding model to include in future budgets.

While we're not there yet, Oucharek says Cochrane Tourism sees a future where tourism will be self-supporting by attaching a fee to all business licences. That would be combined with the accommodation fees collected at hotels and motels.

"All businesses would be included in the tourism sector and we would promote all businesses through the tourism website."

"Eventually, the residents wouldn't be supporting tourism. It would be directly from the business community. That's where the town sees a win, and that's where tourism sees a win," she says.

Oucharek was pleased with council's decision to increase the funding.

"Our projects are so many," she says. "This helps to expand upon what we're doing. It's growing the economy here through the tourism sector."

"We're working with Travel Alberta and their contractor to create this program. Every year we will take businesses through the program and create a full suite of tourism products that are unique and different right here in Cochrane."

It would help in creating a booking system that would start as a trip planning format, then be expanded to a system where an entire trip can be booked. 

"It will showcase how easy it is to come to Cochrane and spend a day or two days or eventually, maybe, we could become the place they come to hang out for a week."

There are several other pieces to tourism's 2020-2024 strategic priorities.

Others include expanding the content on their website, further business training, and a fluent business-to-business environment. 

A Surf Wave Feasibility Study is being undertaken to utilize the recreational opportunities offered by the Bow River.

Tourism is working with the Alberta River Surfing and Whitewater associations and Surf Anywhere to determine if Cochrane is suitable for a river surf park.

If feasibility, Oucharek says it is estimated to generate a minimum of $2.3 million in economic activity annually.

Surf Anywhere is a private company that builds surf parks, including one in Kananaskis. Indications are if one proceeds in Cochrane it would be of similar capacity as one the company completed in Bend, Oregon.