Travel Alberta

Travel Alberta Partners with Edmonton Tourism on a New SHiFT

Today’s travellers are looking for experiences that give them a deeper connection to the people and the places they visit. SHiFT is Travel Alberta’s new experiential travel training program that shows tourism businesses and organizations the steps to creating engaging and memorable experiences.

Piloted in Jasper in February 2015, SHiFT moves to Edmonton in 2016 and Travel Alberta welcomes Edmonton Tourism as its partner.  

“This is the only training program of its kind in western Canada and the first time it’s been held in an urban setting,” explains Shelley Grollmuss, Vice President of Industry Development with Travel Alberta. “We’re thrilled to partner with Edmonton Tourism and take this program into another community that’s embracing experiential travel.”

Running February 29 to March 3, SHiFT is developed for tourism businesses and organizations to learn the key ingredients to creating experiences that deliver goosebump moments and transform travellers into raving fans. The course is an immersive, hands on opportunity to explore how to increase revenue potential through new tourism experiences and new partnerships.

A graduate of Jasper SHiFT, Jonathan Welsh with Discover Banff Tours describes his experience: “I found the SHiFT program very thought provoking and our team has developed new tourism products with lessons learned in the workshop. We should always be looking at our product offering and how we can improve. SHiFT forces you to do that.”

“This is the second of several courses we’ll lead over the next couple of years with each course in a new community as we work toward building new goosebump moments across the province,” said Grollmuss.

To encourage the development of new experiential product, Alberta Culture and Tourism will reimburse registration fees upon demonstration of new product being launched.

Here’s your SHiFT invitation.

Travel Alberta