Travel Alberta

A Busy Spring for Canadian Badlands Tourism

It's certainly been a busy spring around the Canadian Badlands office. Not only did the conference keep us busy for most of March and April, but a number of other initiatives continued for our team.

This summer marks the third year of the Canadian Badlands Marketing Campaign. The team continues to work with our agencies, partners, and stakeholders to bring awareness to the entire Canadian Badlands region, continuing along the path of making the region another iconic tourism destination in the province. The strategy was finalized, media buys made, and the campaign creative work developed. The theme of the campaign is “My Badlands Is...” and highlights the many and varied experiences available throughout the entire region. This year's campaign is largely based online and over social media channels and will engage consumers at various points in their vacation planning and the path to purchase. A brochure was also created (see a sample here) and has been distributed to Visitor Information Centres and other distribution points in Alberta and Saskatchewan. A photo contest will launch on June 6th. Stories have already been secured with AMA Insiders Magazine, the Globe and Mail, Travels with Baggage, Hike Bike Canada, and the Weather Network, with more in the works. Improvements to the consumer website are ongoing and we are working with Kneehill County to gather content and data to populate our website fully. Be sure to engage with us using #MyBadlands when posting this summer.

We are also excited to be working with Canadian cultural icon Tom Jackson and photographer and adventurer Dax Justin for the Spirit of the Badlands Tour this summer. This project is meant to capture and tell the story of the people and the places of the Canadian Badlands region. Follow the tour and read the stories at

Work continues to be done to support and develop Pheasant Festivals in the Canadian Badlands region as well. Tickets are now on sale for the Canadian Badlands Pheasant Festival in Stettler, and the new Highway 41 Pheasant Festival in the Special Areas.

A lure card was also created to promote both of these festivals, as well as the Taber Pheasant Festival for use at various trade shows.

The Canadian Badlands team also presented at Spring Showcase and Training in Edmonton to 200 Visitor Information Centre staff from across the province, exhibited at AETC event in Medicine Hat, and presented at three Travel Alberta Town Hall sessions in the region.

Cooperation and coordination continues with our region's DMOs as well with ongoing roundtable sessions and a cooperative display space during the recent Outdoor Adventure Show in Calgary.

The team also worked with Tourism Medicine Hat on the planning and coordination of this year's annual Sunshine Skillet Food Festival event. This year, the event was a true culinary experience, featuring a Roving Reception, chef competition, and the Sunset Dinner. It was also held in association with the Medicine Hat Farmers Market increasing exposure of the event.

Canadian Badlands has also supported the 2nd Canadian Icons in the Canadian Badlands concert, featuring Blue Rodeo, having confirmed media for the event and securing CBC as the major event sponsor.

The Canadian Badlands Board of Directors as well as the Marketing and Product Development Committees continue to meet regularly to help guide and shape the future of Canadian Badlands Tourism. We are all looking forward to a tremendous summer in the Canadian Badlands and continuing to work, on behalf of our Shareholders, to develop and promote tourism in our region.

Canadian Badlands Tourism