The province is hoping an influx of funding will help raise the profile of the biannual Alberta World Cup, which brings the world’s top cross-country skiers to Canmore.
This year, the province is pumping more than $220,000 into the event next month to try and attract more tourists and skiers.
"We're looking at raising the level of awareness, especially internationally about sport tourism. It's one of our fastest growing industries and we're hoping to put Canada and Alberta certainly right there on the forefront, so this is a great opportunity for us," said Tourism Minister Christine Cusanelli.
The money will fund a cultural showcase featuring local and aboriginal artists and a town plaza with video screen coverage of the races.
The 2012 Alberta World Cup runs Dec. 13-16 in Canmore.