CALGARY, Jan. 29, 2026 — A surge of interest in Head-Smashed-In Buffalo Jump, a UNESCO World Heritage Site in Alberta, is being directly linked to a recent mention on the Golden Globe-winning television drama, The Pitt. Marketing officials are hoping the newfound attention translates into a busy summer season for the historic landmark.
A TV Show’s Shout-Out Sends Viewers on a Prairie Adventure
The popular medical drama sparked curiosity about a unique piece of Canadian history.
- Head-Smashed-In Buffalo Jump was featured in an episode of The Pitt that aired Jan. 8.
- Dr. Michael (Robby) Robinavitch, a character on the show, announced his plans for a sabbatical at the site.
- The landmark, located about 185 kilometres south of Calgary, has seen increased visitor inquiries since the episode aired.
In the Jan. 8 episode, actor Noah Wyle, playing Dr. Michael Robinavitch, revealed his sabbatical destination: Head-Smashed-In Buffalo Jump. “I’ve never seen the badlands,” he said, sparking a wave of curiosity among viewers. The site, used for thousands of years by Indigenous people, was ingeniously designed to channel bison herds over an 11-metre cliff, providing a vital source of food and materials.
Quinton Crow Shoe, who leads marketing at Head-Smashed-In Buffalo Jump, said staff have noticed a direct correlation between the show’s mention and visitor inquiries. “As a result of that mention, they decided to take the trek off the beaten path,” he explained in an interview. “I didn’t realize the magnitude of that show. And, the mention itself brings a lot of awareness and curiosity. So, we appreciate it, and we’re having some fun with it.”
Digging up the past in southern Alberta
The interpretive centre, built into the sandstone cliff, showcases Blackfoot culture, local ecology, and archeological discoveries. Visitors can explore cascading floors and a cliff top trail. Designated a World Heritage Site in 1981, the centre is preparing to celebrate its 40th anniversary next year and typically welcomes around 60,000 visitors annually.
Crow Shoe believes the increased visibility will boost attendance, particularly during peak season, from May to September. He also noted the positive impact of promotions like the Canada Strong Pass. Head-Smashed-In Buffalo Jump is strategically located within a cluster of southern Alberta attractions, including Writing-on-Stone Provincial Park and Waterton Lakes National Park, encouraging visitors to explore the region.
“We always look at being successful in terms of supporting one another.”
Travel Alberta amplified the buzz by releasing a promotional video featuring characters from The Pitt superimposed onto the backdrop of Head-Smashed-In Buffalo Jump’s cliffs. Alberta Culture Minister Tanya Fir also shared the TV clip on social media, playfully noting, “Dr. Robby is Alberta bound!” She added, “We are proud to see how Alberta’s history, stories and cultural landmarks continue to leave a lasting impression on audiences around the world.”
© 2026 The Canadian Press
