Who We Are

We believe that by working together we can grow our destination and help our guests discover the culture, people and natural beauty of our region.

Explore Nordegg & Abraham Lake is a federally registered not-for-profit corporation set up by Nordegg Adventures. It is a social enterprise that provides a platform for partnerships with like-minded tourism industry operators as we work toward the responsible promotion and development of our region as a tourism destination.

OUR PURPOSE AND OBJECTIVES

Our purpose at Nordegg Adventures is to inspire our guests to play outside and help them experience their adventure so that they can discover the culture, people and natural beauty of the Nordegg & Abraham Lake region.

We can’t do this alone. That’s why we created the Explore Nordegg & Abraham Lake Corporation to facilitate partnerships and destination-wide initiatives to grow our destination in a responsible manner.

Our vision is to see the Nordegg & Abraham Lake grow as a Rockies adventure destination where tourism makes a positive contribution to our local communities.

To achieve this, our focus is on:

  • Providing opportunities for collaboration between industry partners and stakeholders;
  • Increasing the local contributions of visitors through marketing, sales and improvements to the visitor experience.

OUR GUIDING PRINCIPLES

Get lost in the moment: Fun, shared experiences combined with breathtaking landscapes and amazing people create moments that naturally immerse us, making it easy to forget about daily life.

Simple is better: Life isn’t that complicated. Celebrate the simple pleasures, the raw beauty of nature and the connections with people you meet along the way.

Embrace the unexpected: Going on an adventure off the beaten path means that things are less structured. The best moments happen when you leave the checklist behind to create your own path.

Do the right thing: Caring for the environment and each other is not a trend, it’s part of living. Leave nothing but footprints, take nothing but pictures. Collect memories, not things.

Focus on the long term: Build relationships and memories that last. Taking the time to enjoy the journey will transform you.

Time for a Different Approach?

For 50+ years, tourism development in the Nordegg & Abraham Lake region consisted of a new study every few years telling us that the region has a lot of potential and a long list of action items to get there.

This led to boom and bust cycles as government support came and went. And to a lot of false starts… 

It’s not easy to build a tourism business when we have little control over the things that have a large impact on our guests’ experience, like infrastructure on public lands or the development of Nordegg.

That’s why we chose to do things differently.