Explore Foothills continues the tourism promotion work previously led by the Foothills Tourism Association (FTA), a volunteer-run, not-for-profit organization whose operations have concluded.

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Today, Explore Foothills is focused on connecting visitors with the exceptional experiences, communities, businesses, and landscapes that define Alberta's Foothills. By working collaboratively with local tourism operators, municipalities, businesses, and community partners, Explore Foothills strives to support a thriving visitor economy and showcase the region as a premier destination for year-round travel.