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.

Prairie Gardens Fire Roasters Long Table Dinner
Sylvan Lake next location for SHiFT in 2019

Sylvan Lake SHiFT

Travel Alberta has teamed up with the Town of Sylvan Lake to host the 2019 SHiFT from March 18-21, 2019. Registration opens October 1, 2018.

Travel Alberta moves the training to a different community annually to strengthen Alberta’s competitive position through the development of new market and export-ready opportunities.

Alberta Culture and Tourism is partnering with Travel Alberta to support SHiFT. To encourage the development of new experiences, Alberta Culture 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