Where heritage meets adventure
Connecting Alberta’s Heartland
Discover Eastern Alberta: A Region Like No Other
Explore the Eastern Route is a regional tourism organization dedicated to showcasing the experiences, destinations, and communities along Alberta’s eastern corridor. We promote travel and tourism across Highway 36, Highway 881, Highway 12 east of Highway 36, and Highway 16 from Vegreville east—forming a connected path from Fort McMurray to the U.S. border at Coutts and beyond.
This region is home to a vibrant mosaic of cultures, where the traditions and contributions of Indigenous, Ukrainian, African, Filipino, German, Polish, British, Scottish and Asian communities shape the spirit of the Eastern Route. Whether it’s a local powwow, a cultural festival, a heritage museum, or the flavours of an international kitchen—diversity is alive and celebrated here.
We respectfully acknowledge that this highway travels through the traditional and ancestral lands of many Indigenous peoples, including those of Treaty 7, Treaty 6, and Treaty 8. We honour the enduring presence, culture, and contributions of the First Nations, Métis, and Inuit peoples who continue to steward and enrich these lands.
As part of the Veterans Memorial Highway Association, we are committed to promoting tourism, economic development, community pride, and veteran recognition. Through collaboration and storytelling, we connect travellers with the unique attractions, events, and experiences that make this region a must-explore destination.
Whether you're looking for your next weekend adventure, cross-border road trip, or investment opportunity, we invite you to take the road less travelled—and experience the heart of Alberta on the Eastern Route.
Our Vision
To position Central and Southern Eastern Alberta as a vibrant and must-visit region, showcasing its diverse landscapes, rich history, and thriving communities while fostering sustainable tourism and regional prosperity.
Our Mission
Explore the Eastern Route connects travelers with the unique stories, attractions, and opportunities across Central and Southern Eastern Alberta. Through collaboration with municipalities, businesses, and Indigenous communities, we drive sustainable tourism development, empower local economies, and create meaningful visitor experiences that celebrate the region's diversity and charm.
Our Values
Sustainability:
We champion responsible tourism that safeguards our environment, preserves cultural heritage, and ensures economic resilience for future generations.
Collaboration:
We build strong partnerships with municipalities, businesses, and Indigenous communities to align efforts, foster growth, and create shared value for the region.
Inclusivity:
We celebrate the region’s diversity and welcome all communities, cultures, and visitors, ensuring tourism development benefits everyone equitably.
Authenticity:
We proudly highlight the unique character of Eastern Alberta, from its dynamic local traditions and historic landmarks to its stunning natural beauty.
Innovation:
We embrace creative and adaptive solutions to enhance regional promotion, improve visitor experiences, and support growth in tourism and economic opportunities.
Community and Business Driven:
We are dedicated to empowering local communities and business by providing tools, resources, and opportunities to help them thrive in the tourism landscape.
Explore With Us
We invite you to join us in celebrating the incredible potential of Eastern Alberta. Whether you’re a traveler seeking adventure, a business owner looking for growth opportunities, or a community leader working to shape the future, Explore the Eastern Route is here to connect and inspire.
Together, we’re building a brighter future for Central and Southern Eastern Alberta, one story, one journey, and one opportunity at a time.
Meet Margaret
ED and Director of Communications, Events, Membership Development
With over 25 years of entrepreneurial experience, Margaret brings a wealth of knowledge and passion to her role as Executive Director of the Veterans Memorial Highway Association. She has spent a decade working with Regional Economic Development Alliances (REDAs), focusing on fostering growth and collaboration within communities.
Margaret's dedication to public service is evident in her six years on Alberta Municipalities committees, including Small Communities and Economic Strategy. Additionally, her ten-year tenure as a mayor and councillor has equipped her with a deep understanding of local governance and community needs.
Passionate about economic development, tourism, and advocacy, social media marketing and web design, Margaret is committed to promoting the Veterans Memorial Highway and its surrounding areas. Her leadership and vision are instrumental in driving the association's mission to showcase the unique attractions, rich history, and diverse communities along the Eastern Route of Alberta.
Meet Kat
Creative Digital Specialist
Kat brings a wealth of expertise in social media, media design, and web design to Explore The Eastern Route and Veterans Memorial Highway Association. With years of experience working with diverse organizations such as Acrobatic Angels, Brooks Chamber, SafeLink Alberta, and the Pro-Choice Society, Kat has honed her skills in creating engaging digital content and effective online strategies.
Her creative vision and technical proficiency make her an invaluable asset to our team, ensuring that our digital presence is dynamic, informative, and visually appealing. Kat is dedicated to showcasing the unique attractions and vibrant communities along the Veterans Memorial Highway, helping us connect with a wider audience and promote our mission.
How We Can Help.
Promote Tourism and Local Attractions
We provide comprehensive guides and resources to help you explore the unique attractions along the Veterans Memorial Highway. From scenic landscapes and historic sites to vibrant festivals and roadside wonders, we highlight the best that the Eastern Route of Alberta has to offer, ensuring you don’t miss out on any must-see spots.
Create Design for Your Event or Attractions
As a member, you can rely on us to create eye-catching marketing materials for your events or attractions. Simply send us the information and images, and we will design and promote them on our website and social media platforms, ensuring maximum visibility and engagement. Not a member, contact us today to learn more.
Support Economic Development & Community Engagement
Our association works tirelessly to support and enhance economic development and community engagement in the regions along the highway. By promoting local businesses, fostering partnerships, advocating for infrastructure improvements, and organizing events, we drive growth, strengthen community bonds, and ensure that the voices of our residents are heard and valued.