For many the Canadian Badlands name is synonymous with tourism and adventure amongst the east central and south region of Alberta but after an executive decision, the doors on the program are closing.
Following recommendations from Twenty 31, a consulting firm that specializes in tourism organizational reviews, a notice of motion to approve the dissolution of Canadian Badlands Ltd. (CBL) was approved at the September 13, 2021, shareholder meeting.
With this decision in place, all members are receiving their fees back for the 2021 year including many municipalities in the east central region.
In a letter addressed to shareholders from chair Donna Biggar she stated, “The Canadian Badlands name will exist as a region in name only, somewhat like the Canadian Rockies. Any tourism partners and businesses in your area are welcome to use the name for marketing as no governance or website will be required.”
During Starland County’s latest council meeting, Reeve Steve Wannstrom shared that there is possibility that Drumheller and Starland will act on this suggestion to keep the Canadian Badlands name alive while promoting a more local area to entice tourism attraction.
“While dissolution was not an easy decision, the executive feels it is the best decision after taking into consideration the consultation Twenty 31 undertook with approximately 60 key shareholders during eight workshops and approximately 20 industry stakeholder interviews,” said Biggar.
She added Travel Alberta will continue to promote the area and assume responsibility for product development within a coordinated provincial approach as part of their new three-year Bootstrap Plan.