Travel Alberta

DERTOUR Academy 2013 a model of success

Alberta hosted more than 600 top travel agents, key tourism partners and journalists from Germany, Austria and neighboring countries December 2 – 9, with DERTOUR Academy 2013.

On behalf of Travel Alberta and DERTOUR, our sincere thanks to all our partners who generously contributed to this event. Your support in the various components resulted in an impactful, engaging and memorable time for all involved. The DERTOUR Academy in Alberta was a big success and proved that Team Alberta and genuine western hospitality is alive and well in our province.

Hosting this prestigious training and destination promotion event for the German and Austrian travel industry was a first for Alberta. It provided an outstanding platform to further grow our relationships with key travel influencers in the German market.

Travel Alberta worked with DERTOUR and Alberta’s tourism industry to showcase the authentic experiences our province has to offer through 19 pre- and post- provincial familiarization tours across the province. The participants enjoyed authentic Alberta winter experiences from skiing and sleigh rides, to local live music, cowboy culture and dining on Alberta beef. The goosebump moments they experienced first-hand will help these travel professionals inspire German travellers to choose Alberta as their next holiday destination.  

Germany is Alberta’s second largest overseas market and DERTOUR is one of the largest tour operators in Germany. Destinations that have previously hosted the Academy have shown increases of at least 20 per cent in traffic from Germany to their destination in the following year. For Alberta, this means potential for an incremental 15,800 person-visits and $16 million in tourism expenditures from this important market.

About DERTOUR Academy - DERTOUR has created the largest and most important training and promotion event for travel agents in the German and Austrian travel industry—DERTOUR Academy. Every year at the beginning of December, 576 travel agents join DERTOUR Academy to explore the host destination for four days and four nights for the main seminar which is held in two repeat sessions. Since its establishment in 1974, DERTOUR Academy has taken place all around the globe. Over 27,000 participants have been trained thus far.

Photo by Neil Zeller

Travel Alberta