451. How Travel Alberta’s Wild Side is Bringing International Visitors to Canada, with Tannis Gaffney
Release Date: 10/29/2025
460. Prioritizing Return on Experience (ROX), with Lisa Conarton
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On this episode of Destination on the Left, I talk with Lisa Conarton, CEO of LC Elevated Hospitality, who shares compelling examples of what it means to be a leader in the hospitality and tourism industry. We discuss the importance of building trust, why collaboration is key to success, and the difference between ROI and ‘return on experience’ (ROX). Lisa also shares how people can be proactive rather than reactive and why understanding how to go with the flow is so important. What You Will Learn in This Episode: How Lisa built her career path in hospitality and tourism, moving from...
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459. Local Culture, Design, and Wow Moments at the Mondrian Mexico City, with Claudia Di Gino
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458. How Self Advocacy Fuels Innovation, with Neelu Kaur
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457. Inside NTA Travel Exchange, with Nicole Mahoney
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On this episode of Destination on the Left, I’m at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You’ll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what’s ahead for 2026. The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You’ll discover how industry...
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456. How Travel Priorities Have Evolved, with Erin Groh
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On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas. Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today’s travelers are prioritizing dream trips—even if it means rebalancing...
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455. Making Travel Accessible and Eco-Friendly Across Europe, with Oliver Winter
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On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to...
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454. What Makes Atlantic Canada’s Tourism Scene Unique, Atlantic Canada Roadshow 2025 Part 2
Destination On The Left
We’re taking you on a road trip through the future of tourism in Atlantic Canada. You’ll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada’s tourism pros aren’t just adapting—they’re shaping what meaningful travel looks like for the years ahead. In this episode, you’ll hear from...
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453. News from the Atlantic Canada Roadshow 2025 Part 1
Destination On The Left
This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination. You’ll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to...
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452. How Dot Vegas Connects Travel, Technology, and Marketing, with Chris Mondini & Dusty Trevino
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451. How Travel Alberta’s Wild Side is Bringing International Visitors to Canada, with Tannis Gaffney
Destination On The Left
On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers. What You Will Learn in This Episode: Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into...
info_outlineOn this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers.
What You Will Learn in This Episode:
- Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into national identity helps the province stand out
- How research on traveler sentiment influenced their messaging
- How Travel Alberta encourages creativity and agility, allowing the team to rapidly jump on relevant trends and opportunities
- How their partnerships are creating authentic, immersive cultural experiences for visitors
- What strategies Alberta is using to attract American travelers, especially in the winter season
- How Travel Alberta operates as part of a collaborative “wolf pack” ecosystem, working closely with DMOs, operators, and national partners to drive tourism growth across the province
Reimagining Alberta and Showing Off Canada’s Wild Side
Tannis and her team faced a dilemma familiar to many regional DMOs: international travelers often know Canada’s big cities, but not its provinces. Travel Alberta strategically shifted their messaging and instead of leaning exclusively on provincial identity, they now lead with the power of the Canada brand and then highlight Alberta as its most adventurous, untamed offering.
By anchoring Alberta’s appeal in both its jaw-dropping natural diversity (like six UNESCO World Heritage sites) and the undeniable warmth of its people, the new branding sidesteps “provincial” confusion, offering travelers an invitation to experience “Canada’s Alberta”, a place where wild landscapes meet welcoming hospitality.
Creative Agility
Tannis credits much of Alberta’s marketing agility to her strategic council. This monthly internal brainstorm is an incubator for spontaneous, opportunistic marketing ideas—ways to seize trends or conversations in innovative, resourceful ways.
Take “The Last of Us” TV series, filmed in Alberta. The team quickly released itineraries mapping out the show’s filming locations. The response was phenomenal: a thousand percent spike in website traffic as fans sought to experience these sites in real life.
Another standout was the “Alberta’s Least Liked” campaign, humorously spotlighting untouched, under-visited gems with a tongue-in-cheek video set to sad music and a sobbing moose. The effort won a creative innovation award at the Skift Global Forum and effectively helped spread tourism beyond hotspots, encouraging discovery without overburdening popular destinations.
Partnerships and Indigenous Tourism
A cornerstone of Alberta’s approach is genuine partnership across organizations, sectors, and communities. Travel Alberta’s collaboration with Indigenous Tourism Alberta (ITA) stands out as a model. Not only do Travel Alberta and ITA share office space, but their relationship is built on time, trust, and mutual respect. ITA leads in experience development with their members; Travel Alberta amplifies their stories and ensures the right, respectful traveler connects with authentic Indigenous experiences, like the acclaimed Métis Crossing, a boutique hotel and cultural hub on the North Saskatchewan River. This partnership reflects Indigenous values of sustainability, relationship-building, and stewardship, offering a far richer, more transformative experience for visitors.
Resources:
- LinkedIn Personal: https://www.linkedin.com/in/tannis-gaffney-076689/
- Website: https://www.travelalberta.com/
- LinkedIn Business: https://www.linkedin.com/company/travelalberta/
- To Be An Albertan: https://www.youtube.com/watch?v=5zzN-fV5HJM
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