About Travel Drumheller
Travel Drumheller is a not-for-profit Destination Marketing Organization (DMO) dedicated to promoting the Drumheller and Badlands region. Our mandate is to increase visitation, extend stays, and generate measurable economic and social benefits for the community.
As a DMO, we do not own attractions or operate hotels. Instead, we act as a connector and advocate for the entire visitor economy — amplifying the unique character of the Drumheller Valley, supporting businesses, and ensuring visitors have memorable, consistent experiences that encourage return travel.
Why We Exist
Tourism is a cornerstone of Drumheller’s economy and identity. Every visitor who comes to the valley supports local businesses, creates jobs, and strengthens community pride. Travel Drumheller’s role is to maximize those benefits by:
- Building Awareness – Showcasing Drumheller nationally and internationally as an iconic Canadian destination.
- Inspiring Visitation – Creating compelling reasons for travelers to choose Drumheller and explore year-round.
- Supporting Industry – Providing tools, training, and collaborative opportunities for tourism operators.
- Driving Impact – Delivering measurable results through increased visitation, extended stays, and higher visitor spending.
- Strengthening Community Pride – Elevating Drumheller’s reputation so residents feel proud of the place they call home.
Advocacy
Beyond marketing, Travel Drumheller serves as the voice of the tourism industry in our region. We work to ensure that tourism is recognized as a vital economic driver and that the interests of local businesses are represented in policy, planning, and investment decisions.
Our advocacy efforts focus on:
- Representation – Providing a unified voice for tourism businesses in discussions with municipal, regional, and provincial stakeholders.
- Partnerships – Collaborating with governments, associations, and partners to build a strong, sustainable tourism sector.
- Insights – Sharing market research, visitor data, and trends to guide decision-making.
- Investment – Championing infrastructure, programs, and services that enhance the visitor experience.
- Community Engagement – Highlighting tourism’s role in fostering cultural exchange, community development, and regional identity.
Through advocacy, we ensure that the visitor economy is prioritized and that the Drumheller region continues to thrive.
Vision
Drumheller is an iconic Canadian Destination
Mission
To promote Drumheller as a premier year-round destination
Values
Community being welcoming and making people feel like they belong
Authenticity clear with the expectations we set and how we personally show up in the world
Curiosity always looking for adventure
Meaningful Work we work on projects that are meaningful and fulfilling for ourselves personally and within the community
Responsibility we have a responsibility to uphold our values to our partners, the community, the environment, and visitors
Trustworthiness we are an honest and trustworthy source of information
Boldness we take risks for effective results
Opportunities & Requests for Proposals
None at this time.
Staff and Board of Directors
With diverse backgrounds and experience, meet the passionate group that form the Travel Drumheller Staff and Board of Directors. If you wish to become a director of Travel Drumheller please contact us at admin@traveldrumheller.com.
Marketing Manager
Keri Looijen
Travel Drumheller
Marketing Manager
Keri Looijen
Travel Drumheller
Keri has been working in the social media and content industry for over 14 years. A lifelong storyteller, Keri’s work has been published in a variety of magazines, blogs, and multiple other written platforms.
With a double diploma in Integrated Marketing Communications and Digital Marketing, Keri is a dynamic communicator with the ability to write web copy, blogs, social media, public relations, and internal communications for different voices, including b2b, b2c, non-profit, and arts and culture.
As an innovative coordinator with a diverse background in communications, marketing, design, and events. Keri has a unique creative analytical problem-solving talent and has achieved large goals for projects, events, and presentations. Additionally, she has strong organizational skills and a talent for advocating and fundraising for non-profits.
Keri has a proven her ability to build a vibrant, cohesive community within Calgary and Southern Alberta region, and Nationally. As a natural networker and collaborator, she relishes in connecting with people and businesses to help them achieve success.
Business & Labour Market Development Coordinator
Richard Makohoniuk
Travel Drumheller
Business & Labour Market Development Coordinator
Richard Makohoniuk
Travel Drumheller
Richard joined the Travel Drumheller team in September 2025
Administrator & Bookkeeper
Kelli Hoff
Travel Drumheller
Administrator & Bookkeeper
Kelli Hoff
Travel Drumheller
Kelli just started working at Travel Drumheller as the Administrator / Bookkeeper. She is a QuickBooks Pro Advisor and has been working as the bookkeeper of her family’s cattle ranch . Prior to having a family, she worked in the travel industry as a RV park manager.
Kelli is on the Board of Directors for the Dorothy Community Association. As well as one of the Drumheller FunTeam Hockey Coaches.
Destination Development Manager
Lana Phillips
Travel Drumheller
Destination Development Manager
Lana Phillips
Travel Drumheller
Lana will be working with the community to implement the Destination Development Plan. Together we’ll be building an approach that supports long-term tourism growth in Drumheller.
Lana is a strong believer in the potential of Drumheller’s tourism industry, as she relocated here to set up a new tourism business, Bikes and Bites. Bikes and Bites makes adventure easy with e-bike tours, rentals and sandwich-based picnics. Since moving to Drumheller in 2021 she’s been actively involved in the community and served as a Board Member for multiple organizations.
Lana brings with her drive and enthusiasm to lead change with a people-first approach. Her persistence, curiosity, continuous learning, and innovation have helped her lead award-winning implementation projects. Lana has over 15 years of experience working in both the private and public sectors as an urban planner. She has a Master of Arts in Planning and a Master in Business Administration.
Chair
Heather Colberg
Canalta
Chair
Heather Colberg
Canalta
We welcome Heather to the Travel Drumheller Board as of April 2026.
Vice Chair
Ashley Makohoniuk
Royal Tyrrell Museum
Vice Chair
Ashley Makohoniuk
Royal Tyrrell Museum
Ashley Makohoniuk is a marketing and communications leader with over 15 years of experience building brands, shaping narratives, and driving audience engagement across the cultural and public sectors. She currently serves as Head of Marketing and Public Relations at the Royal Tyrrell Museum, leading integrated strategies that elevate visibility, expand reach, and enhance visitor experience.
Known for aligning organizational values with compelling storytelling, Ashley brings a strategic, results-driven approach to brand development, media relations, and stakeholder engagement.
She is currently completing her Executive MBA, further strengthening her leadership and strategic expertise.
Secretary
Crystal Sereda
Valley Brewing
Secretary
Crystal Sereda
Valley Brewing
We welcome Crystal back to our Board as of April 2026.
Treasurer
Tara Rosen
Bridgeviews Retreat
Treasurer
Tara Rosen
Bridgeviews Retreat
Director
Cheryl Taylor
Badlands Trail Society
Director
Cheryl Taylor
Badlands Trail Society
Cheryl is a passionate advocate for outdoor recreation and sustainable tourism. As a co-founder of the Badlands Trail Society, she has championed year-round access to local trails and green spaces, including McMullen Island Day Use Area. With a background in retail business development and nonprofit leadership, Cheryl brings strong communication and stakeholder engagement skills to the board. She’s excited to help grow eco-tourism and connect more people with the natural beauty of the Drumheller Valley.
Director
Heather Bitz
Drumheller & District Chamber of Commerce
Director
Heather Bitz
Drumheller & District Chamber of Commerce
Heather is the Executive Director of the Drumheller & District Chamber of Commerce, where she provides strategic and operational leadership across all facets of the organization. With a background in membership development, stakeholder engagement and the tourism industry, she brings a deep understanding of community-driven growth and visitor economies – shaped by her experience supporting local businesses, operating a tourism attraction and promoting the Drumheller Valley.
Known for her collaborative leadership style and commitment to transparency, Heather offers valuable expertise in board governance, organizational administration, financial oversight, advocacy and partnership building, all grounded in a focus on sustainable organizational success.
Director
Martina Morrison
Riverside Pharmacy
Director
Martina Morrison
Riverside Pharmacy
Martina is a lifelong resident of Drumheller Valley, where she currently serves as the Manager and Bookkeeper at Riverside Pharmacy. With over 30 years of experience in retail, Martina possesses an intimate understanding of the profound impact tourists have on local businesses.
Dedicated to fostering economic growth, Martina actively participates in initiatives aimed at boosting Drumheller’s business landscape. As the Vice President of the Drumheller and District Chamber of Commerce (DDCC), where she has served on the board for four years, including a term as President, Martina represents Riverside Pharmacy—a significant retail establishment in the area.
Riverside Pharmacy, with over 45 years of history, has been instrumental in supporting the tourism industry through generous donations to local organizations, sponsorship of sports teams and events, and fostering a culture of community involvement among its employees.
Martina firmly believes in the symbiotic relationship between community vitality and tourism success. By giving back to the community, she sees an opportunity to attract and retain tourists, thereby contributing to Drumheller’s ongoing evolution as a premier tourist destination.
Her strong work ethic, coupled with a genuine passion for her hometown, motivates Martina to advocate for Drumheller’s businesses and community interests. With decades of experience in downtown retail, she brings invaluable insights into the positive impact tourism has on the town’s economic landscape. Martina’s unwavering dedication and collaborative spirit make her a valuable asset in driving Drumheller towards continued prosperity and recognition as a thriving tourist hub.
Director
Lori Coultes
Prairie Chic Design
Director
Lori Coultes
Prairie Chic Design
Director
Mayor Tony Miglecz
Town of Drumheller
Director
Mayor Tony Miglecz
Town of Drumheller
Director
Sofia Diaconu
Lois and Ani
Director
Sofia Diaconu
Lois and Ani
Director
Rahul Gunjal
Happy Belly Grill & Bar
Director
Rahul Gunjal
Happy Belly Grill & Bar
Our Commitment to Excellence
At Travel Drumheller, we pride ourselves on our commitment to excellence in all aspects of tourism. As a Sustainable Tourism 2030 Pledge signer, we prioritize sustainability in our operations. Our memberships with leading industry organizations, including Travel Alberta, Destination Canada, Indigenous Tourism Alberta, and the Drumheller and District Chamber of Commerce, ensure we stay at the forefront of best practices. We are dedicated to creating memorable, responsible travel experiences that honour our rich cultural heritage and natural landscapes. Join us in exploring the wonders of Drumheller, where every visitor is welcomed with open arms. Read more