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Travel Alberta

SHiFT: Transforming Products to Experiences

SHiFT, Travel Alberta’s experiential travel training program, is designed for tourism businesses and organizations who want to learn the key ingredients to creating experiences that deliver goosebump moments and transform travellers into raving fans. The course is an immersive, hands on opportunity to explore how to increase revenue potential through new tourism experiences and new partnerships.

SHiFT is the only experiential travel training program of its kind in western Canada and provides tips, tools, case studies and ideas that will inspire tourism businesses to think differently about experience development.

Join Travel Alberta in Drumheller for SHiFT 2017. Here’s your invitation and information on how you can apply to have your registration fee reimbursed through Alberta Culture & Tourism.

SHiFT Invitation

SHiFT Registration Reimbursement

SHiFT Case Studies

Today’s travellers are looking for experiences that give them a deeper connection to the people and the places they visit. Our program facilitators, Nancy Arsenault and Celes Davar, have developed case studies of Alberta partners who’ve embraced experiential travel. 

Jasper Motorcycle Tours is a Destination Canada Signature Experience and shared the story of how the company got its start, the bumps along the road and how they achieved a 5-star rating and an Award of Excellence from TripAdvisor. 

Check out Jasper Motorcycle Tours’ story with owner Candace Broughton. Click on the links within the case study to watch video clips from Candace as she describes what makes her tours unique. 

Adam Walker, owner of Canmore Cave Tours, participated in Jasper SHiFT and went on to create several new experiences for his business. Canmore Cave Tours is now a Destination Canada Signature Experience. Check out the Canmore Cave Tours' case study to learn more.