Who we are
The Veterans Memorial Highway Association (VMHA) was established to advocate for the enhancement, safety, and future prosperity of Alberta’s vital Eastern Corridor.
Our advocacy efforts focus on Highways 36, 881, and the southern tip of Highway 4 — critical routes for cross-border trade, tourism, and economic activity between Alberta and the United States.
Originally founded as the Route 36 Development Association, the organization was incorporated under the new name in July 1999 to better reflect its mission of honouring veterans and supporting regional development.
Today, the Veterans Memorial Highway leads to the only 24-hour border crossing in Alberta at Coutts, strengthening its role as a major gateway for international trade and transportation.
Spanning from Fort McMurray to the U.S. border, VMHA connects municipalities, industries, and travellers through strong regional collaboration. Our mission: honour our veterans, support critical infrastructure improvements, and drive new opportunities for our member communities.
Our Pillars:
Advocacy – Championing highway upgrades, safety improvements, and regional connectivity.
Tourism – Promoting our communities through Explore the Eastern Route.
Economic Development – Attracting investment and fostering business growth through Grow East.
In partnership with SouthGrow Regional Initiative and the Ports-to-Plains Alliance in the United States, we are proud to build a stronger, more connected Eastern Alberta — from border to border and beyond.
Mission Statement
The Veterans Memorial Highway Association (VMHA) is dedicated to honoring veterans by advancing advocacy, economic development, and tourism along Alberta's Eastern Corridor. Through strategic partnerships and initiatives, we support entrepreneurs and tourism operators with training, workshops, and conferences, grant funding opportunities and fostering resilient communities. We are committed to enhancing the visibility of our veterans' legacy by increasing memorials along the highway, ensuring their sacrifices are recognized and remembered.
Vision Statement
To create a connected and prosperous Eastern Alberta that honours its veterans through visible memorials, robust infrastructure, thriving local economies, and vibrant tourism, ensuring their legacy inspires future generations.
Value Proposition
The Veterans Memorial Highway Association connects and empowers Eastern Alberta’s communities by advocating for vital infrastructure, fostering economic growth, and promoting sustainable tourism. We honour the legacy of veterans by supporting entrepreneurs and tourism operators through training, resources, grant funding and partnerships, and by enhancing recognition through increased memorials along the highway — building a stronger, more resilient future from Fort McMurray to the Coutts - U.S. border.
Contact us
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