Calgary ( Rajeev Sharma): Albertans and visitors entering the province will soon see a new generation of “Welcome to Alberta” border signs, as the provincial government moves forward with a $3.5 million modernization project aimed at replacing decades-old highway displays.
Devin Dreeshen says the updated signs will reflect Alberta’s identity as a “strong, free and full of opportunity” province, featuring the motto “Strong and Free” and improved durability to withstand harsh weather conditions.
The province says the existing 40-year-old signs have reached the end of their lifespan and will be replaced with 22 new installations at major entry points, including borders with British Columbia, Saskatchewan, Montana, and the Northwest Territories. Installation is expected to begin in fall 2026. While the government frames the project as a long-term investment in provincial branding and infrastructure, the announcement has triggered public debate over spending priorities.
Some Albertans have supported the refreshed design, calling it a modern and proud representation of the province for travellers and returning residents. Others, however, have questioned whether millions of dollars should be spent on signage at a time when affordability, healthcare, and housing remain pressing concerns.
The Alberta NDP has also criticized the project, arguing that the government should focus on essential services rather than symbolic upgrades. Opposition voices say the funds could be better used to address rising costs of living and strain on public systems.
Despite the criticism, the provincial government maintains that the new signs are a necessary upgrade that will serve as a lasting symbol of Alberta’s identity for decades to come.
