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CANADIAN BADLANDS LTD

A Partnership for Tourism Development

Canadian Badlands Region

The Canadian Badlands region in 

central southern Alberta is host to 

some of Canada’s most intriguing 

travel experiences. With a rare 

combination of assets ranging from 

river valley badlands to un‐glaciated 

hills, hoodoos to huge skies, 

UNESCO world heritage sites and 

prairie communities, the area is rich 

in potential for greater tourist 

visitation than it currently enjoys. 

Dinosaurs, Geology, Parks

Native Cultures

Authentic Western Entertainment

Historical Sites

Arts and Culture

Recreation

A Vision and Two Champions

Our Vision

• To develop a region that will become a  major tourist destination for Alberta

• To complement the role played by the  Canadian Rockies in encouraging travel to 

and within the province.

Our Mission •Enhance area quality of life while preserving significant 

natural resources 

•Expand opportunities to retain, grow and educate a vibrant 

workforce 

•Provide employment and entrepreneurial opportunities for 

area businesses and youth

•Expose visitors to the rich cultural and natural heritage of 

the Canadian Badlands, including the very significant First 

Nations cultures and history. 

CANADIAN BADLANDS LTD

• A not‐for‐profit corporation acting as a facilitator for:

• tourism product and business development• tourism workforce development & training • investment attraction 

• The largest regional partnership of its kind in          Southern Alberta involving 62 municipal shareholders

FUNDING

• Government Support

• Community involvement: shareholder levy

• RADF – Rural Alberta Development Fund

• RDI – Rural Diversification Initiative • RCAP – Rural Community Adaptation Program

• CAF –

Community Adjustment Fund

Main Focus Areas

1.

Destination and Attraction Development Support

2.

Signage and Infrastructure Programs

3.

Capacity Building and Business Development Programs

Main Focus Areas

1.

Destination and Attraction Development Programs

Parks: Integrated Area Development Planning

Develop integrated tourism development plans for Dinosaur and Dry Island Buffalo Provincial Parks, including surrounding counties and communities, that is supported by key stakeholders (e.g. provincial parks, affected municipal governments, industry stakeholders)

Towns: Tourism Master Planning

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Communities: Involvement in Tourism Assessment

Attractions: Development Support

• Atlas Coal Mine National Historic Site 

• Canadian Badlands Passion Play 

• Clay Industries National Historic District

Tourism Operators: Clustering Cluster: a grouping of businesses, including the firms that support the 

primary cluster members, which are somehow related. This can be in terms 

of geography, markets served, industry, etc... Some high‐profile clusters 

include the high‐tech cluster of Silicon Valley in California and the fashion 

clusters found throughout Italy  

Advantages of Clustering• Strength in numbers• Cooperation and interdependence• Access to the resources needed to become distinct 

in the market and more profitable through:

‐

Cooperative Purchasing

‐

Cooperative Branding and Marketing

‐

Creation of Referral Networks

‐

Implementation of standards across the cluster

‐

Access to funding

‐

Access to training

Current Clusters

Main Focus Areas

2.

Signage and Infrastructure Programs

Signage Program

The signage strategy is for municipality welcome signs. Funds are available to assist municipalities on a 50/50 cost share to either incorporate the Canadian Badlands logo on their existing municipality signs and/or to develop new municipality signs.

Infrastructure Program

Scenic Route Feasibility Study

Main Focus Areas

3.

Capacity Building and Business Development Programs

Customer Service Excellence

For front-line staff and volunteers of organizations in the Canadian Badlands tourism industry, with the flexibility for delivery in workshop, video- conference and on-line formats.

Involve colleges in developing a multifaceted workforce and entrepreneurial capacity.

Red Deer College works with the colleges in the region to enhance, develop and coordinate programs, both campus- based and distance-learning based. The initiative is expected to raise the level of service delivery in the Canadian Badlands.

Workforce Development Initiative

Tourism Staff and Volunteers: Customer Service Excellence

For front-line staff and volunteers of organizations in the Canadian Badlands tourism industry, with the flexibility for delivery in workshop, video- conference and on-line formats.

Community Leaders: Tourism Leadership Training

– improve leadership knowledge and skills for elected and volunteer leaders for communities throughout the region

– improve leadership transition in rural areas by expanding the trained volunteer talent pool available

– create a mentor network of training leadership graduates to enhance leadership networking.

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Blackfoot Crossing Historical Park: Training & Mentoring Program

Development Plan Support• Assist in planning the expansion of the tourism offer

• Program consultation for various services

offered at the Park.

• Staff and community development 

• Training in operations, human resource 

development, site planning, marketing, 

customer service, quality control, 

• The Tourism Business Incubator Program provides business training, coaching and mentoring, business development advice and planning support to develop tourism businesses.

• Extensive database of 

tourism resources

• www.tourismfutures.ca

Small-to-Medium Enterprises: Tourism Incubator

Artists: Co-op Development Program

• Studio space, business training, retail support, and mentorship.

• Goal: increase the presence of the visual arts in the Canadian Badlands and to nurture artists with the necessary business skills and confidence in order to create sustainable micro-businesses throughout the region.

Farm / Ranch Tourism Initiative

Implement a needs assessment, training and organizational development program to empower private landowners who want to operate commercial outdoor recreation or tourism enterprises on private lands.

Community Leaders & Tourism Operators:

Best Practice Missions

Together We Can Make It Happen !