Travel Alberta

Travel Alberta Launches a New Alberta Specialist Learning Program

In an effort to make Alberta even more attractive to the travel trade community, Travel Alberta has developed a new Alberta Specialist Program – an interactive, on-demand, multiplatform learning tool that will engage and entertain users as they learn about Alberta as a top tourism destination.

Training is an important aspect to travel trade. The more familiar these travel professionals are with a destination and its experiences, the more ease and efficiency they have to convert potential travellers. The Travel Alberta team already provides in-person training to clients in Canada and across the United States; however, the sheer volume of people selling travel, the turn-over in the industry and the on-going need to be relevant and remain competitive meant looking for new ways to access a larger base of the travel trade community.

As a learning tool, the Alberta Specialist Program is designed to inspire learners, and instill the confidence needed to sell Alberta’s export-ready tourism products, even if these travel professionals have little former knowledge about this beautiful part of the world. The tool is built to be scalable and updatable as the Alberta tourism industry evolves.

“Supporting our travel trade community is key to growing the visitor economy in Alberta. By doing so we expand the team of travel professionals who are in the market and actively selling Alberta experiences and helping to expand our reach to new potential travellers,” says Royce Chwin, CEO of Travel Alberta. “The program is designed to showcase Alberta’s tourism assets – our destinations, experiences and partners – in an engaging and educational way that will be a continued resource for travel agents, reservation agents and sales teams throughout Canada and the United States.”

What are the Benefits to Being an Alberta Specialist?

Alberta Specialists will have the opportunity to join familiarization trips to the province, receive special invites to Alberta events, and receive incentives and deals from industry partners. By completing the program, each travel professional has the potential to earn continuing education credits. Most importantly, completing the course provides the knowledge to sell Alberta more effectively and increases sales. And, by proudly displaying the Alberta Specialist Certificate, their clients will know they are dealing with an expert on Alberta!

 “The combination of imagery/brand messaging/video and amazing content layout (simple but each paragraph and section efficient) kept me engaged. The question and knowledge tests along the way ensured I remembered what I learnt.” – Corey Marshall, CEO of Anderson Vacations.

Rolling Out the Program

Initially this program will be directed toward North American travel agents and tour operators, reservations teams, and sales and product development personnel, with opportunities to expand to international markets in the future.

There are six courses in total. Alberta Specialist I is launching right now and covers an overview of the province along with an in-depth look at our urban centres, and an exploration of the Canadian Rockies. Alberta Specialist II will roll out this summer and take learners deeper into the amazing adventures available in the southern and northern regions, as well as explore niche and specialty experiences throughout Alberta.

The Travel Alberta team will promote this learning opportunity to the North American travel trade community through a variety of ways:

  • Integration to our travel trade website
  • Leveraging relationships with existing key account tour operators
  • Promotion to travel agent consortia groups and travel agent associations
  • Travel trade publications
  • E-mail newsletter distribution to a North America travel trade database
  • The Travel Institute, which will offer the program and award educational credits on completion (The Travel Institute is an online learning organizing for travel professionals)
  • LinkedIn promotion
  • Referenced as part of all travel trade presentations – live and webinars – for travel agents, tour operator res teams, etc.

This tool will continue to evolve and grow as we inspire and educate travel professionals to sell Alberta, Canada.

For more information and to become an Alberta Specialist, visit

Become a specialist today!

Travel Alberta