The Destination Development Plan

The Destination Development Plan (DDP) lays out a detailed approach to support development of Drumheller as a tourism destination over the long term. The future potential for tourism in Drumheller is only constrained by perceptions of what tourism currently is and supported by the vision of what it can become.

To download and read the full plan here or read on to check some of the highlights that we are implementing from the plan.

Valley Connect

Valley Connect is about connecting people, places and possibilities. It’s a starting point for public transportation in Drumheller and beyond.  Valley Connect combines a pilot shuttle bus and a feasibility study to explore how public transportation can help our community. 

You can join the journey by attending upcoming community engagements, sharing your input, and supporting the pilot shuttle bus planned for summer 2026.  

Learn more by watching a recent presentation to the Town of Drumheller Council (under the project’s previous project name: Exploring Transportation Opportunities). 

What’s New

You’re invited to join us to learn more about Valley Connect and talk to the project lead. 

📅 Date: Wednesday, September 10, 2025, from 4:00 – 7:00 pm 
📍 Location: Drumheller Recreation, Arts & Wellness Exhibit – Badlands Community Facility Field House (80 Veterans Way, Drumheller) 

What We’ve Been Doing

Together with the community we’ve been working turning the Destination Development Plan into action. Check out highlights from the work to date. 

2024 – Summer Visitor Survey  

Together, with the help of over 80 local attractions and businesses, we collected insights from over 3,000 visitors.  The results of the 30 survey questions, can help the region to: 

• help build itineraries,   
• improve marketing, 
• create new experiences, and     
• attract investment.  

New Tourism Signs 

The abandoned brown tourism signs, located at 6 attractions across the valley, got a refresh. The aim of the refresh was to:   

• Show the diversity of opportunities in the region,  
• Highlight attractions that serve as a significant draw to the region, and  
• Help move visitors throughout the valley, enabling visibility by drive-by traffic.  

The visitor experience improved by using symbols and colouring typical of highway signage in Alberta.  

Action Plan – 2024

The year started off with a handful of projects selected by the Destination Development Plan Steering Committee.  Progress was made on all the projects and some continue as on-going work to improve tourism in the region.  

---

Plan Highlights

Vision

To be an iconic year-round destination grounded in community.

Mission

Driving significant economic and social value for Drumheller residents, businesses, and visitors through destination development.

Guiding Principles

• Work with the community to ensure that tourism and community goals are fully aligned and that there is mutual benefit derived from our actions.
• Unite the tourism industry and its supporters through open communication, collaboration, and partnerships.
• Welcome all visitors warmly, ensuring they leave feeling like they were our guest and not merely a customer.
• Commit to providing authentic experiences that communicate our unique rural history and that celebrates the people that call this place home.
• Encourage an entrepreneurial environment that fosters creativity, bold action, and innovation.
• Strive to protect our one-of-a-kind natural and agricultural environment to ensure its enjoyment by current and future generations of residents and guests.

Opportunities

Short-term

Medium-to-longer-term

Sign up to Stay Up-to-Date

If you have any questions about the project or the engagement process, please contact Lana Phillips, Destination Development Implementation Manager Travel Drumheller at destinationdevelopment@traveldrumheller.com.