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Travel Alberta teams with Travel Drumheller to host SHiFT

SHiFT, Travel Alberta’s experiential travel training program, will be held in Drumheller March 6-9, 2017. Following successful courses in Jasper (2015) and Edmonton (2016), SHiFT moves to the Canadian Badlands in rural Alberta to inspire tourism businesses and organizations to enhance the visitor experience through carefully crafted and memorable engagement.

Led by Travel Alberta’s Industry Development team, SHiFT works to strengthen Alberta’s competitive position through the development of new market-ready and export-ready opportunities that connect with travellers and exemplify the Alberta tourism brand.  

“SHiFT is the only experiential travel training of its kind in western Canada,” explains Shelley Grollmuss, Vice President of Industry Development. “It’s unique because in each location where SHiFT is held, the training is supported by newly developed experiences that complement the course curriculum. The results are participants gain the benefit of being immersed in experiential travel and the host community gains new, marketable experiences.”

Travel Alberta, in partnership with Travel Drumheller, has formed a Community Team that includes Shelley Rymal (Sage Valley Marketing and a SHiFT alumni), Julia Fielding (Town of Drumheller), Marley Henneigh (Drumheller and District Chamber of Commerce) and Travel Alberta Industry and Experience Development team members. Working with program facilitators Nancy Arsenault and Celes Davar, the Community Team will identify and coach as many as five new experiences in the Drumheller area to complement the training.

Alberta Culture and Tourism is also a supporter of SHiFT. Every individual is eligible to have their course registration fee reimbursed by ACT upon developing or enhancing an experience within two years of completing SHiFT.

Registration for Drumheller SHiFT opens September 26.

Learn more about SHiFT on Travel Alberta's industry website.


Travel Alberta