As ultimate hosts, Tourism Calgary works with over 4,800 visitor-facing employees – also known as frontline ambassadors - to ensure visitors to Calgary have shareable, memorable experiences in our city.
To support these ambassadors, Tourism Calgary offers a variety of destination learning programs and tools that insure they are well informed about Calgary’s year-round offerings and capable of referring tailored experiences to visitors.
To support visitors – both in-person and online – Tourism Calgary offers visitor counselling services through its visitor information roaming team and online channels.
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Destination learning programs
White Hat Academy: A free, first of its kind, multi-level learning program that blends online courses with experiential elements to provide visitor-facing employees in Calgary’s tourism industry with the knowledge, tools and resources they need to be ultimate hosts. See video below.
Frontline Experience Pass: As the experiential component of the White Hat Academy and a stand-alone program, this learning tool provides members of Calgary’s tourism industry with the opportunity to personally experience key Calgary attractions, tours and restaurants. After forming their own shareable, memorable experiences, these individuals are well informed about and are empowered to recommend key Calgary experiences.
Where Now Newsletter: In collaboration with Where Calgary, Tourism Calgary develops and distributes the Where Weekly newsletter to inform visitor-facing employees in the tourism industry about upcoming events, activities and deals in Calgary. Contact Caren Kaufmann, Coordinator, In-Destination, to receive the Where Now Newsletter.
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Visitor counselling programs
Visitor Information Roaming Team: Tourism Calgary’s innovative, mobile approach to the traditional Visitor Information Centre. From May to September, this multi-lingual team can be found daily at base of the Calgary Tower and at key events and high-traffic community areas around the city. Easily recognized by their red “ask me about Calgary” t-shirts, the team takes pride in sharing the best Calgary has to offer; providing insider tips and recommendations on city tours, restaurants, events and attractions; and handing out partner brochures.
Once There: This complimentary service offered through the #askmeyyc roaming team benefits both visitors and Tourism Calgary’s tour operator partners. The team saves visitors’ precious time by helping them instantly book experiences with Calgary-based tour operators, while tour partners benefit from increased exposure to visitors and business referrals.
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White Hat Academy
The White Hat Academy is a free, first of its kind, learning program that uses online modules and experiential learning to provide visitor-facing members of Calgary’s tourism industry with the knowledge tools and resources they need to be ultimate hosts.
Visitors tend to rely on recommendations from those who have experienced a city first-hand such as friends, family and members of the local tourism industry. As such, the White Hat Academy has become a highly important tool for ensuring these key ambassadors are knowledgeable about, and able to recommend, unique things to see-and-do in Calgary.
Developed with industry, the online component of the White Hat Academy promotes learning through over 850 images, 300 stories about Calgary’s unique experiences, 160 insider tips for experiencing the best of Calgary, 20 quizzes and interactive activities and much more.
Once students graduate, they are eligible to receive a Calgary Frontline Experience Pass, which accounts for the program’s experiential component. Typically distributed in April and available for a few weeks before summer, this pass provides members of Calgary’s tourism industry with entry or deals for key attractions, tours, restaurants and more. This adds to the learning journey by providing members of Calgary’s tourism industry with the opportunity to personally experience and learn even more about Calgary’s offerings.
Knowing that Calgary’s tourism industry continues to grow and evolve, Tourism Calgary is committed to keeping this program fresh and to ensuring the tourism industry is aware of changes and new things to see-and-do. To stay apprised of industry changes and maintain their certification, graduates will be asked to complete an annual re-certification course.
Why complete the White Hat Academy?
Enhance your knowledge of Calgary’s exceptional experiences, restaurants and attractions and more;
Gain access to the tools and resources you need to inform and inspire visitors and Calgarians;
Connect with fellow members of Calgary’s growing tourism industry;
Enjoy special recognition and incentives for your efforts.