Participants at SHiFT Sylvan Lake -2019

SHiFT: Transforming Products to Experiences

SHiFT-ing the way experiences come to life.

One of Travel Alberta’s most unique and sought-after programs is the SHiFT Experiential Training Program. SHiFT is a program focused on developing tourism experiences around the province in all seasons using a combination of classroom training and engagement with local businesses.

SHiFT participants experience new winter and year-round tourism products and services, then discover how to transfer successful, proven concepts to their own business.The SHiFT program leaves a legacy in each host community—the host destination and attendees create memorable experiences and partnerships that last much longer than the initial program. This allows us to strengthen Alberta’s competitive position through the development of new market and export-ready opportunities in each location we host a SHiFT session.

Award winning:

In 2019, SHiFT received an Award of Excellence for curriculum design from The Institute for Performance and Learning.

Prairie Gardens Fire Roasters Long Table Dinner
Heritage Park

Calgary SHiFT

Travel Alberta is working alongside Tourism Calgary to host SHiFT from March 9-12, 2020. This 3.5-day training program will spark ideas and unleash your creativity in transforming tourism-related products into inspiring and shareable experiences for visitors. It immerses you in the multiple steps of experience development, provides tips, templates and inspiring examples. It will broaden your thinking about the opportunity for attracting new customers and increasing your revenue potential through experiential travel. This course is limited to 24 participants

Registration fee: $1,000 plus GST. This fee includes everything you’ll see, do, learn, eat and experience during the course. Accommodation extra.

SHiFT 2020 is sold out

Alberta Economic Development, Trade and Tourism is partnering with Travel Alberta to support SHiFT. To encourage the development of new experiences, Alberta Economic Development, Trade and Tourism will reimburse registration fees to operators demonstrating the development of a new or enhanced market-ready experience.

SHiFT was developed for Travel Alberta by the Tourism Café and Earth Rhythms, companies who have been involved in experience development training for more than 15 years. Nancy Arsenault and Lesley Anderson of the Tourism Cafe are the 2019 course facilitators who will engage you in understanding experiential travel and the opportunities, benefits, risks and investment required to succeed.

SHiFT graduates will gain a competitive edge, creating experiences that align with the Alberta brand and give us more goosebump moments to tempt more travellers.

SHiFT dining on Lake Louise ski hill

SHiFT Success Stories