As Cochrane continues to see steady tourism growth, Explore Cochrane—officially known as the Cochrane Tourism Association—is looking ahead to a busy 2025.
Executive director Callandra Caufield says the organization is bringing back two key initiatives: the Cochrane Lions Rodeo and Discovery Day collaboration, and the Ambassador Program, aimed at enriching the visitor experience.
“Last year was our first-ever Discovery Days,” said Caufield. “We worked with the Cochrane Lions Rodeo to expand the rodeo beyond the grounds, engage other organizations, and support local businesses. They were incredibly supportive of that vision.”
The new event included activities at the Cochrane Public Library, featured Indigenous vendors, and encouraged interaction with downtown businesses.
“It was really well received,” Caufield said. “Our partners were excited about it, and we’re bringing it back again this year.”
In 2025, Discovery Days will once again include activations at the Library and The Station, while inviting more downtown businesses to participate.
“I think there’s a great opportunity to get more involvement from Main Street,” Caufield said. “Whether that’s through special dinners or people dressing up for the weekend. It’s also a chance to work with non-profits, support economic development, and celebrate Cochrane’s past and present culture.”
See related article: Unique scenes from the first annual Cochrane Discovery Days
Caufield added that understanding the timing of the rodeo events was an important lesson from the inaugural Discovery Days.
“We learned that we need to be intentional about when we schedule downtown activities, especially during quiet periods at the rodeo grounds. This year, there’s even more coordination to help people move easily through the entire weekend of events.”
The September long weekend will once again be packed with festivities, including the Lions Rodeo, Discovery Days, and the Labour Day Parade. The weekend aligns with a unique trend in Cochrane’s tourism market called Visiting Friends and Relatives (VFR).
“A lot of people in Cochrane aren’t originally from here,” Caufield explained. “When they have visitors, those guests also engage in tourism.”
Officially defined as people from 40 kilometres away, visitors only make up half of tourism’s priorities, with the other being residents.
“We talk to locals as much as we talk to visitors,” she said. “If tourism brings fun events for both—and enhances local quality of life—then that’s a huge win.”
Another key initiative returning in 2025 is the Ambassador Program, a volunteer-driven effort designed to welcome and guide visitors during major events. Ambassadors will act as community representatives, offering advice on where to eat, shop and explore in Cochrane.
“This is perfect for outgoing people who love their community,” said Caufield. “They’ll learn about everything there is to do in Cochrane and help others discover it too. You get to chat with people from around the world—it’s a total bucket filler.”
The program originally launched in 2022, paused in 2023, and will now be making a return. Volunteers must be 18 or older and will be stationed at various community events throughout the year.
Explore Cochrane continues to promote the town’s unique appeal as a “hidden gem” in Alberta’s tourism scene.
“We’re still pretty undiscovered,” said Caufield. “Unlike the Rockies, Cochrane remains quieter and more connected. Our goal is to maintain that close-knit feeling while celebrating our western and ranching heritage, arts and culture, wellness, and outdoor adventure.”
Explore Cochrane is also calling on residents to get involved—whether by volunteering or contributing tourism ideas.
See related article: Cochrane aligns with Alberta's booming tourism growth
“If you have a tourism business idea or want to share something about the community with the Ambassador Program, we’d love to hear from you,” Caufield said.
For more information or to get involved, visit cochranetourism.ca.
