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Drumheller shifts into action with Travel Alberta

SHiFT, an annual experiential travel training program offered by Travel Alberta, wrapped up yesterday in Drumheller. SHiFT is the only program of its kind in western Canada, acting as a catalyst for tourism operators and marketing organizations to craft compelling experiences. 

The goal of SHiFT is to attract new customers and leave a legacy in the host communities, and its reputation is growing. The annual program in its third year and the 24 available spots filled up fast.

“Drumheller was chosen for SHiFT because tourism is a strong economic driver for the region; new experiences developed for the course will give travellers more reasons to visit the area and hopefully extend their stay in the Canadian Badlands.” said Shelley Grollmuss, Vice-President, Industry Development, Travel Alberta. “SHiFT encourages partnerships that inspire locally developed ideas for growth while fostering stronger partnerships within the community.”

To date, more than 70 tourism businesses and Destination Marketing Organizations have participated in training, leading to the development of 22 new experiences now available to the public. Refreshing existing experiences and building new ones that align with the needs of our travellers is critical to Alberta growing the visitor economy to $10 billion in tourism revenues by 2020.

“Investing in a destination is not just about marketing,” said Royce Chwin, Travel Alberta CEO. “It’s also about investing in our communities, supporting economic diversification, creating opportunities and providing memorable experiences.”

"Travel Drumheller is proud to partner with Travel Alberta on the SHiFT experiential travel training program," said Travel Drumheller board chair, Cindie Hughes. "By providing quality training programs, we are able to educate the community on the value of the visitor economy and support stakeholders in the success of their operations, while showcasing Drumheller’s unique landscape and history."

“We were thrilled to have had the opportunity to create a new experience for SHiFT Drumheller,” said Jay Russell, Acting Executive Director of the Atlas Coal Mine. “The coaching and support provided by Travel Alberta and the program facilitators was invaluable. Now, along with our new collaborative experience partner, the East Coulee School Museum, we are ready to launch an exciting new market-ready program called Mine & Dine for the 2017 season.”

Want to find out how to shift your tourism experience into high gear? More information is on the Travel Alberta industry website.

Travel Alberta