The Destination Development Plan

The Destination Development Plan 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.

What’s New

Thank you to the over 80 local attractions and businesses that supported the Summer Visitor Survey! Together we have gathered insights from over 3,000 visitors to the area that can be used to: 

• help build itineraries,  

• improve marketing,  

• create new experiences, and  

• attract investment. 

Results from the survey’s 30 questions are available now.  

What We’ve Been Doing 

New Signs 

This summer 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 is improved by using symbols and colouring typical of highway signage in Alberta.  

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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

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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.