LAC LA BICHE – Lac La Biche could be positioned for roughly one-third of up to 0 million in potential tourism investment being explored across northeastern Alberta under Travel Lakeland’s new long-term destination development plan.

Travel Lakeland Executive Director Michelle Wright presented the organization’s work to Lac La Biche County Council on Aug. 18, outlining a 20-year plan aimed at identifying where major tourism investments could make sense across the region.

Wright told Council Travel Lakeland is looking at between $500 million and $550 million in potential investment across the region, with approximately one-third currently identified for Lac La Biche.

That would represent roughly $167 million to $183 million in potential investment for the Lac La Biche area.

The figures are not committed funding or approved projects. They are part of the economic modelling and development concepts being prepared through Travel Lakeland’s destination development work.

Marina, hotel among concepts being explored

Wright said two signature attractions have been identified for Lac La Biche through the work completed to date.

One is a museum-related attraction already under development, while the second involves a potential marina complex and hotel development, an idea Wright said has also been identified through previous Travel Alberta work and has been on the County’s radar.

Travel Lakeland’s destination development plan is intended to go beyond identifying attractions.

The organization is developing economic models to determine where tourism assets could best be located, how visitors would move throughout the region, where workers would come from and how many jobs and new investments could potentially result.

“We have beautiful things and beautiful places in Travel Lakeland,” Wright told Council.

The goal now is to put economic data behind those opportunities.

Museums identified as regional tourism opportunity

Museums are also expected to play a significant role in the plan.

Wright said consultants working on the project identified the region’s museums as valuable tourism assets that are currently underfunded and under-visited.

Travel Lakeland is exploring a regional museum collaboration that could provide support for volunteer-run museums, coordinate travelling exhibitions and help museums work together to encourage visitors to explore multiple communities.

The issue prompted discussion at the council table about plans for the Plamondon museum.

A councillor told Wright work is progressing on a proposed location for the museum and asked about potential funding opportunities.

Wright said grants may be available depending on the project and organization, and offered to connect directly with those involved.

Travel Lakeland will return with funding request

Travel Lakeland is also looking for additional financial support from municipalities as it moves from planning toward implementation.

The organization currently seeks municipal membership funding of 30 cents per capita.

Wright said Travel Lakeland will formally ask for that membership to continue, along with a special assessment of 70 cents per capita in both 2027 and 2028.

The additional funding would help bridge the organization through the development period until the destination plan begins generating the revenue Travel Lakeland anticipates.

A formal request for decision will return to Lac La Biche County Council at a future meeting.

Travel Lakeland also intends to apply for a Community Initiatives Program collaboration grant in October and will ask the County for a letter of support.

Building toward a 20-year plan

The destination development work is being completed as Alberta works toward substantially increasing provincial tourism spending by 2035.

Travel Lakeland’s region encompasses more than 30 municipalities and, according to Wright, has already identified more than 1,800 tourism assets.

The organization is also developing the concept of a privately held Lakeland Tourism Company, which Wright said could eventually invest in tourism developments across the region.

For Lac La Biche County, the presentation comes as Council puts increased emphasis on Recreation and Tourism as one of its four long-term strategic priorities.

The County is already exploring destination development opportunities of its own, including a feasibility study into a potential year-round hotel and conference centre.

Travel Lakeland’s plan remains in development, but the numbers presented to Council give an early indication of the scale of tourism investment the organization believes could be possible in Lac La Biche over the next two decades.