EVENT RESOURCES:

INSERT PDF'S HERE....

AGENDA

PRE-CONFERENCE SESSION
(12:00 PM – 1:30PM )

ALIGNING COMPENSATION CULTURE IN TOURISM: TOOLS TO DRIVE PERFORMANCE AND BUILD TOMORROW’S WORKFORCE

An in-depth look at Alberta’s labour shortages, turnover, and the urgent need for a new compensation culture that leverages people as an investment in the business enterprise, not a cost. This session, which flows from the first phase of a TIAA-SKIFT Advisory lead research project, will deliver insights into current HR systems and practices, offering a host of tactical responses that better position tourism leaders to build high-performing and profitable businesses. Designed for tourism HR professionals and those with an interest in workforce development tools and solutions being advanced through this project.

A preview of TIAA’s AI-powered HR Advisor Chatbot, built with Skift Advisory, now out for pilot testing. The tool is designed to provide operators with real-time, reliable HR guidance, demonstrating how technology can support workforce stability and long-term competitiveness across the sector.

Please note that a light lunch will be provided as part of this session.

Following this session, a media scrum will be held to provide further commentary, answer questions, and connect the discussion to broader workforce and policy issues that must be overcome for Alberta to achieve its $25B tourism spending goal.

Greg is the Managing Director of Skift Advisory, the consulting arm of Skift, where he leads a team dedicated to helping tourism operators and destinations build distinctive competitive advantages through data-driven strategy and innovative technologies.

He is the co-founder of Twenty31 Consulting, established in 2015 and acquired by Skift in 2023. Prior to that, Greg spent more than 13 years at Destination Canada, serving as Chief Marketing Officer and Senior Vice President of Strategy and Marketing, and finally as the Chief Executive Officer.

Greg holds an MBA from the Thunderbird School of Global Management at Arizona State University and a degree in Economics from the University of Victoria.

When he’s not traveling, Greg resides in Vancouver.

Greg Klassen

Managing Director, Skift Advisory

INSERT BIO HERE

ALBERTA ECONOMIC BUDGET FORUM
(1:30 PM– 5:00 PM)

GROWTH IN THE MIDST OF TRADE AND TARIFF UNCERTAINTY: LEVERAGING THE POWER OF TOURISM

Against a backdrop of increasing global uncertainty, leading political analysts will deliver timely insights on the fiscal and political outlook for the province. The session will explore the factors influencing the government’s policy and spending options leading up to the delivery of Budget 2026—from economic and trade headwinds, to the evolving dimensions of our federal–provincial relationship. The session will highlight both the risks and the opportunities presenting for the industry and the best ways government can de-risk conditions for the sector.

Meet The Panel

Janet Brown

Pollster and Political Commentator, Janet Brown Opinion Research

Janet Brown is Alberta’s most recognized public opinion pollster. With over 35 years of experience in polling and marketing research, Janet has developed a knack for asking the right people the right questions. Janet sees beyond the headlines and talk show chatter to assess and interpret what’s happening beneath the surface in Alberta politics.

Together with Trend Research, Janet Brown conducted the most accurate public opinion polls released during the 2019 and 2023 Alberta provincial elections.

In partnership with journalist Paul McLoughlin, Janet publishes the Wild Ride Update, a quarterly report that weaves political insight with proprietary polling.

Duane Bratt

Professor and Political Commentator, Mount Royal University

Duane Bratt is a political science Professor in the Department of Economics, Justice, and Policy Studies at Mount Royal University (Calgary, Alberta). He teaches in the area of international relations and Canadian public policy.

His research interests include Canadian nuclear policy, Canadian foreign policy, and Alberta politics. Recent publications include: co-editor of Blue Storm: The Rise and Fall of Jason Kenney (University of Calgary Press, 2023), co-editor, Orange Chinook: Politics in the New Alberta (University of Calgary Press, 2019), co-editor, Readings in Canadian Foreign Policy: Classic Debates and New Ideas 3rd edition (Oxford University Press, 2015) and author of Canada, the Provinces, and the Global Nuclear Revival (McGill-Queen’s University Press, 2012).

Current projects include a book on the politics of covid in Alberta and volume 3 of the series on Alberta politics. Duane is also a regular commentator on political events.

Charles St-Arnaud

Chief Economist, Alberta Central

Charles St-Arnaud is Chief Economist at Alberta Central, the central banking facility and trade association for Alberta’s credit unions. He has more than 20 years of experience as an Economist in the public and private sector, both in Canada and internationally.

Before joining Alberta Central, he was Senior Investment Strategist at Lombard Odier Investment Manager in London, England advising investors and portfolio managers on global financial markets. Before that, he was Senior Economist and FX Strategist at Nomura International in NYC and London. Charles was at the Department of Finance in Ottawa during the global financial crisis, where he advised senior officials on economic policy to respond to the crisis.

He also worked for the Bank of Canada and Morgan Stanley. He is a regular contributor to the Financial Post, Globe&Mail, BNN Bloomberg, CBC/Radio-Canada and Calgary Herald. Charles holds an Msc. in Economics from Université du Québec à Montréal.

REGIONAL GROWTH & PROSPERITY: AN NDP PERSPECTIVE TO 2035

A candid dialogue with Alberta’s Official Opposition on the tourism economy and its role in Alberta’s long-term prosperity and in enhancing residents’ quality of life. The session will explore how tourism fits within the NDP’s social and economic policy platform and how the party sees tourism as contributing to a more balanced and diversified provincial economy.

Meet The Panel

Naheed Nenshi

Leader of Alberta’s New Democrats

During his three terms as mayor between 2010-2021, Calgary was named the third best city to live in globally. His leadership in Calgary saw an unprecedented investment in quality of life including transit, roads, recreation centers and libraries. He also saw the City of Calgary through four states of emergency, including devastating floods in 2013 and the COVID-19 pandemic and was named the best mayor in the world in 2014. 

In 2024, Naheed reentered political life to run for the Alberta NDP leadership. He was elected with 86% of the vote to become the next leader of the Alberta NDP and is proud to usher the party into its next era. 

Naheed is a graduate of the University of Calgary where he served as President of the Students’ Union. He also earned a Master of Public Policy Degree from the John F. Kennedy School of Government at Harvard University where he studied as a Kennedy Fellow. He served as Canada’s first tenured professor of nonprofit management at the Bissett School of Business at Mount Royal University. He was also a management consultant for McKinsey & Company. Naheed ran his own firm, Ascend Group, headquartered in Alberta. His clients included the United Nations where he advised on how corporations can help the world’s poorest people and the Gap on the creation of their Canadian growth strategy.

MLA Nicole Goehring

Edmonton- Castle Downs

Nicole Goehring is a champion of collaboration and dedicated to serving her community. She has served as the MLA for Edmonton-Castle Downs since 2015.

During her first term, she was named the Government of Alberta's Liaison to the Canadian Armed Forces, and currently serves as the Official Opposition Veterans Affairs & Military Liaison.

Before being elected, Nicole spent nearly a decade working with Child and Family Services in a number of roles and also worked as a group home supervisor.

Through that work, Nicole co-created a mediation manual and program that gave Edmonton youth a second chance to find a path to success.

TOURISM AS A VEHICLE TO SUPPORT EXPORT DIVERSIFICATION AND ECONOMIC DEVELOPMENT

Tourism is no longer a peripheral sector: it is one of Alberta’s most strategic exports and 4th largest by international receipts. This session will explore how the visitor economy can be leveraged as a hedge against global uncertainty, a source of international capital, a tool of soft political diplomacy, and, a catalyst for rural and urban prosperity. The question is not whether Alberta needs tourism but how it can be rapidly leveraged as a driver of diversification, resilience, and long-term economic security.

DOWNLOAD TOURISM REPORT HERE!

Meet The Panel

Ben Brunnen

Principal and Founder, Verum Consulting

Ben is an executive leader with experience as a chief economist and public policy expert. He has a proven record in advancing successful policy, regulatory and legislative initiatives at all levels of government in jurisdictions across the country for nearly 25 years. He has served as a Senior Fellow at the C.D. Howe Institute and has worked with a breadth of sectors including tourism, oil & gas, manufacturing, the public service, Indigenous organizations, municipalities, academic institutions, business associations and research institutes.

Ben led the development of the B.C. resort municipality initiative, and has worked TIAA and the Towns of Banff, Canmore and Jasper in advancing tourism initiatives in Alberta.

Bin Lau, Director

U.S. Midwest, Consulate General of Canada to the United States in Chicago

Overseeing a territory that encompasses 14 states, Bin assumed his position as Alberta’s representative in the US Midwest, co-located with the Consulate General of Canada in Chicago, in 2023.As a communicator and relationship builder, Bin briefly managed government affairs, stake holder relations and communications for the Tourism Industry Association of Alberta in 2022, after having served alongside Edmonton’s 35th mayor, Don Iveson, through his two terms. Before city hall, Bin was communications director at Edmonton Tourism and Edmonton Economic Development.

A member of numerous boards and committees before relocating to Chicago, Bin was an Edmonton’sNewcomer Centre board director in 2018-22, culminating as board chair. With a BA from the Universityof Alberta and an MA from Cornell University, Bin is a fervent volunteer—most notably at NorthAmerica’s largest and longest-running fringe theatre festival for more than a decade.

Jon Mamela

Chief Commercial Officer, Travel Alberta

Kent Rupert

Managing Director, Invest Alberta

Kent Rupert has been a driving force in business and economic development, with over 25 years of experience in various sectors. Currently the Managing Director at Invest Alberta Corporation, that is dedicated to attracting private sector investment and promoting Alberta as a prime investment location. Kent previously led the Economic Development team in Canada’s fastest-growing city, where his innovative strategies attracted investments and earned his team accolades at all levels.

He started his career as a trail guide in the stunning landscapes of Lake Louise and his journey has taken him through the hotspots of tourism’s Banff and Jasper in the areas of operations and economic disaster recovery. He has also recently consulted internationally, focusing on foreign investment in locales like Dubai, South Korea, Vietnam and Ireland. Kent varied background played a pivotal role in creating “Invest Greater Calgary” regional partnership and he was selected as the first Executive Director of the Canadian “Blue Zones Project,” aimed at enhancing community well-being in 2019.

Beyond his professional achievements, Kent is a community champion, serving on various boards, local community foundation, food bank and, most recently the Ireland-Alberta Trade Association. With a passion for improving lives and fostering growth, Kent continues to inspire and lead in Alberta’s economic landscape. In April 2025 Kent was recognized by his peers with the “Economic Developers Alberta – “President/Chairs” Award” for his dedication and contributions to the economic development field.

RECEPTION
(5:00PM )

GRIT AWARDS & DINNER - 6:00PM

DOWNLOAD FULL PROGRAM HERE!

DINNER

Caprese salad

Free Gull Valley Farms tomatoes | bocconcini |

micro greens insalata mista | cracked black

pepper I lemon & olive oil vinaigrette

sous vide Alberta beef short

rib | Gluten Free cultured butter mashed

potatoes | beef reduction sauce | Chef inspired seasonal vegetables

Revisited classic ratatouille | Vegan + Gluten

Free creamy basil polenta | tomato | onion |

zucchini | eggplant | organic olive oil | toasted

pumpkin seeds | tofu feta | Chef inspired

seasonal vegetables

Lemon yogurt chantilly cream pear jam | pear

CHAIR MESSAGE

On behalf of the Tourism Industry Association of Alberta, it is my great pleasure to welcome you to the 2025 Alberta GRIT Awards, a celebration of the visionaries, change makers, and innovators who embody the very best of our province’s spirit.

GRIT - Growth, Resilience, and Inspiration in Tourism is more than an acronym. It is a reflection of the strength and determination that define Alberta’s people, communities, and businesses. Tonight, we honour those who have overcome challenges, embraced innovation, and contributed to a thriving future for our industry.

As we gather here at the Edmonton Convention Centre, we are reminded that success is never achieved alone. It is the result of collaboration, courage, and an unwavering belief in what’s possible. To all nominees and finalists, congratulations on your achievements and thank you for your contributions to Alberta’s dynamic tourism landscape.

We look forward to celebrating your accomplishments and sharing an evening of inspiration together.

Brett Ireland,

Brett Ireland

Chair, TIAA Board of Directors

Chair, GRIT Awards Judging Committee

THE JUDGING PROCESS

Alberta GRIT nominations were submitted by the September 30, 2025 deadline through TIAA’s online awards portal: a best-in-class awards management platform powered by Awardify.

Nominations were initially screened by TIAA to ensure their completeness and eligibility. Nominations cofirmed to meet the requriements were forwarded to the Alberta GRIT Awards Judging Committee. The Committee is comprised of respected tourism and community leaders who applied clear evaluation criteria to score each submission.

Scores were compiled independently, and confidentially, by each of the judges within Awardify’s judging platform. The aggregate results were reviewed by the Committee to confirm the highest-scoring nominees in each category that would advance as finalists, including the selection of the winners in each of the three nominations categories.

The Judging Committee’s recommendations were confidentially advanced to TIAA’s Executive Committee for ratification through the Judging Committee Chair, who also serves as TIAA’s Board Chair. TIAA’s Board Chair participates ‘ex-officio’ on the Judging Committee to establish the governance and oversight linkage between the Judging Committee and the TIAA Board of Directors.

2025 ALBERTA GRIT AWARDS JUDGING COMMITTEE

• Hon. Karen Sorensen, Senator, Alberta Rockies

• Cindy Ady, Former CEO Tourism Calgary (Retired)

• Tara Lockyer, Chief People Brand & Communications Officer, ATB

• Karen Oshry, Lawyer & Partner, Kennedy Agrios Oshry Law

• Brenda Holder, Owner, Mahikan Trails

• Brett Ireland, CEO Bearhill Brewing, TIAA Board Chair (ex officio)

GROWTH AWARD FINALISTS

Miller's Haunted Tours

Miller’s Haunted Tours has built a reputation for delivering unforgettable tourism experiences that go far beyond traditional ghost tours. What makes the experience truly unique is that the stories come directly from the citizens of Medicine Hat. Guests aren’t just hearing about legends: they are experiencing the living folklore and personal historical memories passed down by the very people who call Medicine Hat home.

Miller’s Haunted Tours has expanded its offerings with seasonal editions, such as the Scream Edition; a limited-time October experience featuring heightened scares, new stories, and theatrical surprises. The exclusivity of the experience encourages visitors to plan their trips around Medicine Hat and further inspires them to extend their stay to enjoy other fall attractions.

At the same time, its Sensory-Friendly Edition ensures accessibility by providing a low-scare environment that is welcoming to families, children, and individuals with sensory sensitivities.

This creative and inclusive programming ensures there is a tour for everyone, while the company’s deep connection to local storytellers makes each experience meaningful and transformative. Guests leave with more than chills: they gain an authentic sense of Medicine Hat’s heritage, culture, and community spirit.

By blending creativity, inclusivity, and citizen-driven storytelling, Miller’s Haunted Tours has created a distinctive tourism product that not only entertains but also strengthens the connection between visitors and the region, encouraging visitors to stay longer and to share their experience with others.

Métis Crossing

Over the past two years, Métis Crossing has launched a series of experiences that have transformed how visitors engage with culture, land, and wildlife. At the heart of this growth is the Visions, Hopes and Dreams Wildlife Park - the ﬁrst Indigenous-owned wildlife experience in Canada focused entirely on the restoration of Métis heritage species.

More than an attraction, the Wildlife Park is a living act of cultural reclamation. Here, white bison, wood bison, elk, and Percheron horses roam freely on traditional river lot lands, reintroduced not for spectacle, but for healing. These animals hold profound spiritual and historical meaning for the Métis, and their return is a reconnection to land-based teachings once disrupted by colonial settlement.

Visitors walk the land alongside Métis Knowledge Holders who share stories of survival, kinship, and ecological balance. It’s an experience that fosters awe, reﬂection, and deep emotional resonance.

Unlike drive-through safaris or fenced enclosures, this is a regenerative cultural landscape, where animals, humans, and the land co-exist in a respectful relationship. The Park also supports local employment and mentorship for Métis youth and guides.

Surrounding the park are immersive accommodations, sky domes, trapper tents, and The Lodge, paired with seasonal cultural programming, Métis cuisine from an on-site vertical farm, and stargazing rooted in traditional sky knowledge. Guests frequently extend their stay to participate in workshops, storytelling, and ceremonies that unfold as the seasons change.

Together, these innovations represent a bold, community-driven model for tourism growth that is fully aligned to land-based teachings.

The Woods Experience

The Woods Experience has built a truly distinctive rural Indigenous tourism destination in Alberta that invites visitors to slow down, reconnect, and immerse themselves in nature and culture. What sets the experience apart is the way the company combines authentic, land-based teachings, unique accommodations, and, wellness-focused offerings to create an environment where guests not only stay longer, but leave transformed.

Guests are welcomed into the boreal forest to stay in handcrafted cabins and traditional Tipis, each designed to create a sense of intimacy with the land. The centerpiece of The Woods Experience’s growth has been the Wilderness Nordic Spa: a wood-ﬁred Nordic Spa surrounded by forest, where visitors cycle through hot, cold, and rest. This immersive wellness experience encourages reﬂection, relaxation, and connection with the natural world, adding signiﬁcant value to a rural community setting where such amenities are rarely found.

Beyond accommodations & wellness, The Woods Experience delivers authentic cultural and land-based programming. The company’s Trapline Experience allows guests to walk the land, learn sustainable practices, and understand traditional relationships with the environment. Through these teachings, visitors gain an appreciation of Indigenous ways and culture while engaging in hands-on learning that is both meaningful and, memorable. Together, these offerings provide guests with more than just a getaway: they provide a transformative journey that blends relaxation, culture, and adventure.

Visitors often extend their stay in the region, or return frequently, drawn-in by the opportunity to experience something they cannot ﬁnd elsewhere: a tourism product that is at once creative, original, & deeply connected to the land & community.

RESILIENCE AWARD FINALISTS

Alpine Village

For more than 80-years, Alpine Village Cabin Resort has evolved its offerings to align with changing guest expectations.

The Allin family took over Alpine Village Cabin Resort in 1986 with 30 cabins, spending the next 40 years building 25 new upscale log cabins featuring kitchens, ﬁreplaces, 1-2 bedrooms, Wi-Fi and hot pool access. This diversiﬁcation positioned the company to appeal to a broader range of visitors, from outdoor enthusiasts, families, and international travelers who were all seeking higher levels of comfort.

The 2024 Jasper Wildﬁre destroyed 25 of 55 cabins, most of which had been built within the last 10 years. In the immediacy of the wildfire event, the organization’s resilience was fully-tested, yet it pivoted quickly. Core infrastructure and damage to the grounds were repaired with the re-opening of the 30 remaining cabins completed in May, 2025. Just nine months after the wildﬁre, efforts were underway to rebuild 18 log cabins: the only ﬁre-damaged accommodation provider to do so, all the while maintaining its focus on guest comfort and service excellence.

Alpine Village Cabin Resort has actively managed seasonality and market shifts employing ﬂexible pricing strategies. Special low/mid-season rates offered during bear and elk rutting season encourage extended stays outside peak summer months, supporting both the business and Jasper’s broader tourism economy. Fully winterized, rebuilt log cabins are also helping to extend stays longer into the off-season.

Consistently ranked as “TripAdvisor’s #1 Place to Stay” since 2006, Alpine Village Cabin Resort has sustained high service standards despite ﬂuctuations in visitor demographics and economic conditions.

Through recovery, diversiﬁcation and pricing ﬂexibility, Alpine Village Cabin Resort has proven that there is always a way to navigate the path of change

Canyon Ski Resort

Canyon Ski Resort has been able to remain successful due to the organization’s ability to adapt and become a four season resort instead of just a winter destination.

Canyon Ski Resort & Recreation Area well-anticipated a shift in visitor trends by offering unique attractions not found in other areas of the province. Growing numbers in the province meant many visitors were looking to experience more local tourist attractions; the organization shifted to meet these market demands.

As a ski resort, Canyon Ski Resort & Recreation Area saw there was huge, unfulﬁlled potential to develop more outdoor adventure tourism product and experiences based on what was being offered in neighbouring B.C.

In response, the organization developed an enthusiastic and forward-thinking master plan in 2020. The master plan reﬂected a proactive approach to future opportunities, addressed emerging trends around the world and was developed on foresight and anticipation of future developments. Although it is ambitious plan, the organization is confident it can achieve it with slow and purposeful growth.

Canyon Ski Resort & Recreation Area put its dream into motion to diversify to become a year-round, all season resort in 2022, by: installing Alberta’s only alpine coaster the “Canyon Coaster” in summer of 2022; installing Western Canada’s longest summer tubing slide in summer 2023; and, installing an aerial park, zipline and the only net park of its kind in Alberta and Canyon Bungee in 2024.

The goal of these offerings was to mitigate seasonality, to open up new markets, and, to make the organization more sustainable as a year round recreational facility.

SunDog Tours

SunDog Tour Co. has a long track record of adapting to rapidly shifting visitor trends and market realities, including the COVID-19 pandemic and the 2022 Chetamon wildﬁre. The 2024 Jasper Wildﬁre Complex presented the company’s greatest test yet: one that required fast, forward-looking action to maintain operational continuity and visitor conﬁdence.

Immediately following the ﬁres, SunDog Tour Co. adjusted its Edmonton Connector service to operate daily between Hinton and Edmonton while access to Jasper was closed. This ensured critical regional transportation remained available, supported community mobility, and, kept key staff employed. Within 2-days of evacuation, the company had positioned 19 vehicles and 27 drivers and guides in various locations throughout the province.

Recognizing that visitor expectations would change after the wildﬁre, SunDog Tour Co. quickly developed the Wildlife and Ecology of Fire Tour (launched September 2024) to help travelers understand the ecological importance and regenerative role of ﬁre in mountain landscapes like Jasper.

To address potential winter visitation declines, the company also diversiﬁed its product line with the launch of the Pleckaitis Canyon Icewalk and Daily Snowshoe Tours in December 2024, ensuring compelling, non-ski winter experiences were available.

In the fall of 2024, SunDog Tour Co. embarked on an ambitious sales / promotional mission to the UK to reassure the largest sellers of Western Canadian hospitality products that Jasper remained a viable, world-class destination.

By anticipating shifts in visitor interest and operational constraints, and by communicating regularly with wholesale and receptive partners, SunDog Tour Co. has maintained service quality and visitor trust while adapting its business model to meet evolving market conditions.

INSPIRATION AWARD FINALISTS

Mackenzie Brown

Mackenzie Brown is a First Nations Cree woman from the Sturgeon Lake Cree Nation, currently residing in Mohkinstsis (Calgary).

She is an extraordinary force in tourism, a tireless relationship builder and a leader who has worked extensively to elevate Indigenous voices, culture, and visibility across Alberta and beyond through her leadership.

During her tenure as Director of Industry Development with Indigenous Tourism Alberta, Mackenzie built programs and partnerships that transformed opportunities for Indigenous entrepreneurs and communities, creating long-lasting impact on the sector. Prior to her tenure at Indigenous Tourism Alberta, Mackenzie also advanced skills and knowledge working for Explore Edmonton and the Government of Alberta.

In her new role as Executive Advisor, Indigenous Engagement at the Glenbow, Mackenzie is expanding that reach nationally, helping to weave authentic Indigenous perspectives into Canada’s tourism narrative.

At the same time, Mackenzie continues to contribute as a celebrated artist, producing powerful public works that bring authentic Indigenous art into shared spaces, enriching visitor experiences while inspiring pride and connection within communities.

In Mackenzie’s own words: “Reconciliation is a journey that takes place in relationship with one another. When we learn from and care about each other, we can make more informed decisions for the benefit and growth of our communities.”

Kylie Penney

Kylie exempliﬁes ‘people-ﬁrst leadership’ at TELUS Spark Science Centre, believing meaningful work begins with connection and, curiosity.

She has consistently demonstrated that investing in people, not just processes, builds strong teams and meaningful visitor experiences. Her approach to leadership is deﬁned not by titles, rather by the lasting impact she has on the people she guides and the culture she nurtures.

One of Kylie’s most signiﬁcant initiatives was restructuring the ﬂoor teams. By aligning roles with individual strengths, clarifying responsibilities, and implementing new service standards, she fostered a culture of collaboration, trust, and engagement, reﬂected in an eighty-ﬁve percent employee engagement score. These operational improvements enhanced efficiency while creating a work environment where staff feel empowered to grow.

Kylie invests deeply in her team’s professional development, mentoring and coaching them to reach their full potential. She has personally supported the promotion of two team members and celebrated the achievements of others, including 10 team members nominated for Spark’s staff awards, reﬂecting her ability to cultivate talent and inspire conﬁdence. With two promotions herself and oversight of multiple portfolios, Kylie models the growth she encourages in others.

Kylie has consistently demonstrated that leadership is about creating opportunities, celebrating team members, and, nurturing an environment where those around her can thrive. Her leadership is deﬁned by empathy, strategic vision and a commitment to excellence. Kylie continues to prove that meaningful connections and thoughtful guidance and encouragement must always remain at the centre of effective leadership.

Ihor Zvada

Ihor leads by example, taking initiative every day to elevate guest interactions with warmth, professionalism, and genuine care that his teammates naturally want to emulate. His positivity, grace, and poise have raised service standards across departments, inspiring colleagues to reﬁne their own approach to hospitality. It is no surprise that Ihor has been recognized as Employee of the Month and is regularly nominated by both peers and leaders for his exceptional contributions.

Beyond his core role as Bell Attendant, Ihor demonstrates leadership through versatility and problem-solving. When the Malcolm Hotel’s sister property faced staffing shortages, he willingly stepped-in to support their housekeeping team, bringing the same dedication and reliability that have defined his approach to work. His adaptability, cross-training, and commitment to excellence showcase a solutions-focused mindset that beneﬁts the entire organization.

Ihor’s dedication extends to the community. He requested later Friday shifts to volunteer weekly at the local seniors’ center and has supported Ukrainian community fundraisers, including a concert and meal he helped to organize. He participates in Bow Valley community clean-ups and actively encourages guests and colleagues to choose sustainable travel options like walking, biking, or public transit.

Through initiative, mentorship, and a strong sense of social responsibility, Ihor shines as a young leader whose inﬂuence is felt in guest satisfaction, team development, and community engagement.

His commitment to hospitality, professional growth, and community connection exempliﬁes the highest standards of leadership in tourism.

ACKNOWLEDGEMENTS

EDMONTON CONVENTION CENTRE (ECC)

TIAA extends its sincere thanks to the Edmonton Convention Centre for its exceptional hospitality and partnership in delivering this, the inaugural Alberta GRIT Awards. ECC’s world-class facility, dedicated staff, and gastronomic artistry has been pivotal to making this celebration possible and, at a standard that reflects the very best in Alberta tourism hospitality.

ENCORE CANADA

A heartfelt thank-you to ENCORE Canada for their outstanding partnership and production leadership in bringing the inaugural Alberta GRIT Awards to life. Their creativity, professionalism, and unwavering support of Alberta’s tourism industry exemplifies the spirit of collaboration and our shared passion for the future of this industry.

GRIT AWARDS JUDGING COMMITTEE

TIAA gratefully acknowledges the Alberta GRIT Awards Judging Committee, all of whom are respected leaders whose integrity and impartiality helped to ensure that the GRIT Awards appropriately acknowledge excellence in tourism. TIAA is grateful to each committee member for generously sharing their knowledge and time in service of Alberta’s tourism industry.

TO ALL ENTRANTS THAT SUBMITTED A GRIT NOMINATION

The Tourism Industry Association of Alberta (TIAA) expresses its sincere appreciation to all those who shared their passion for tourism through the Alberta GRIT Awards nomination process. Behind every submission lies a commitment to excellence, a belief in the power of tourism to transform the economic potential of communities, and a willingness to inspire others by example. While not every nomination could be recognized as a finalist, each one of your stories contributes to the ongoing story of Alberta’s tourism success. Your participation embodies the spirit of the tourism industry’s grit and determination and we’re stronger for having partners like you as part of the industry. Thank you.

SOCIAL MEDIA

Join this evening’s conversation and help us celebrate Alberta’s best in tourism! We encourage you to share your photos, videos, and reactions to tonight’s gala - from arrival, to the minute the award winners are announced.

SHARE YOUR REACTIONS

Please use the following in your posts to ensure content from this evening’s awards program is featured and easy to find. Be sure to tag your team members, industry partners, and, friends.

Also, tell us what the award categories of Growth, Resilience and Inspiration mean to your own business. How do the aims of growth, resilience and inspiration influence your own leadership style and the work of your organization? What have you learned along your own journey that would be helpful to impart to others?

#AlbertaGRITAwards

#TourismGRITAwards

#HigherGroundTourism

#AlbertaVisitorEconomy

WHERE TO FIND US

Follow the Tourism Industry Association of Alberta (TIAA) to stay up-to-date on industry news and advocacy activities from across the province’s tourism industry.

LinkedIn: linkedin.com/company/tourism-industry-alberta

EVENT RESOURCES: INSERT PDF'S HERE....

AGENDA

PRE-CONFERENCE SESSION (12:00 PM – 1:30PM )

ALIGNING COMPENSATION CULTURE IN TOURISM: TOOLS TO DRIVE PERFORMANCE AND BUILD TOMORROW’S WORKFORCE

ALBERTA ECONOMIC BUDGET FORUM (1:30 PM– 5:00 PM)

GROWTH IN THE MIDST OF TRADE AND TARIFF UNCERTAINTY: LEVERAGING THE POWER OF TOURISM

Meet The Panel

REGIONAL GROWTH & PROSPERITY: AN NDP PERSPECTIVE TO 2035

Meet The Panel

TOURISM AS A VEHICLE TO SUPPORT EXPORT DIVERSIFICATION AND ECONOMIC DEVELOPMENT

Meet The Panel

RECEPTION (5:00PM )

GRIT AWARDS & DINNER - 6:00PM DOWNLOAD FULL PROGRAM HERE!

DINNER

CHAIR MESSAGE

GROWTH AWARD FINALISTS

RESILIENCE AWARD FINALISTS

INSPIRATION AWARD FINALISTS

EVENT RESOURCES:

INSERT PDF'S HERE....

PRE-CONFERENCE SESSION
(12:00 PM – 1:30PM )

ALBERTA ECONOMIC BUDGET FORUM
(1:30 PM– 5:00 PM)

RECEPTION
(5:00PM )

GRIT AWARDS & DINNER - 6:00PM

DOWNLOAD FULL PROGRAM HERE!