Calgary SHiFTs into gear

| Travel Alberta

SHiFT, Travel Alberta’s sought-after experiential travel training program, is coming to Calgary, March 9-12, 2020! 

Travel Alberta and Tourism Calgary made the announcement at Tourism Calgary’s Annual General Meeting on May 28, 2019, in celebration of Tourism Week, May 26-June 2, 2019. 

“We are delighted that Calgary will host SHiFT 2020, which will expand on all the unique experiences already available in this dynamic city,” said Shelley Grollmuss, Vice President, Industry Development at Travel Alberta. “The ongoing development of new experiences makes Alberta an even more desirable destination and is vital to the continued growth of the industry and provincial economy.”  

At Travel Alberta, we know that behind every ‘goose bump moment’ there is an Alberta business that’s focused on providing innovative experiences to visitors here at home and around the world. SHiFT, which is held in a different Alberta community each year, combines classroom training and excursions to local businesses that are piloting new experiences, leaving a legacy in each host community. 

In Alberta, tourism stands out as a growth industry, job creator, economic diversifier, and community builder. 

“It all starts with the businesses in Calgary and around the province that focus on providing remarkable experiences for their guests. As tourism professionals, we’ve all seen the changes in what visitors are looking for,” said Grollmuss.

Since SHiFT launched in 2015, over 50 new tourism experiences have been developed. 

SHiFT 2019, held in Sylvan Lake, sold out in just four days. Over 20 tourism businesses and Destination Marketing Organizations from around the province immersed themselves in learning how to take their products to the next level. 

Registration for SHiFT 2020 opens to industry partners on October 7, 2019. Sign up for Connections e-newsletter to be the first to know! 


Shelley Grollmuss and Cindy Ady

Shelley Grollmuss and Cindy Ady at Tourism Calgary's AGM