Experience Providers

Working together to offer the best experiences Central Alberta has to offer.

Cross country skiing at Heritage Ranch

Let’s Work Together

Are you passionate about creating outstanding Central Alberta experiences? Let’s work together to share what makes our region so amazing. We’re looking for others who believe in collaboration and who share our passion for crafting adventures for cultural explorers who love the outdoors.

Who is a Good Partner?

The first thing is a belief in putting the visitor at centre of all adventures. We’re working on a shared definition of our ideal guest with our partners but for now here’s a little more information on who Pursuit Adventures’ guests are.

Next is a commitment to experiential travel with a sense of adventure. What do we mean by that? Experiences are memorable activities that create connections with place and people. Adventure is about doing things that are new and different for each of us, doing things that can be a little scary but that also make us curious to explore further. It can be indoors or outdoors, fast or slow, heart pounding or relaxing but it always creates a feeling of wonder.

You don’t have to be “in tourism”. In fact, many of the best experiences for our visitors are designed for locals. That brings an authenticity that is often lacking and that our guests crave. What matters is that you are passionate about what you have to offer and that it aligns with our shared ideal guest.

As a minimum you meet all industry standards, from insurance to permits and regulations. We also expect you to go beyond the basics to meet or exceed all industry best practices when it comes to risk management.

Things like sustainability and ethics aren’t done just to get a gold star. Like us, you believe in doing the right thing because, well, it’s the right thing to do.

Finally, you’re always improving. None of us are perfect but we’re all committed to learning from our actions, searching for new ideas to improve our operations and always making the experience better for our guests. One of the best ways to do that is by collaborating with other like minded experience providers.

Allstones Cove

Fall at Heritage Ranch

Allstones Cove

Hiking Coliseum Mountain

Why Should We Work Together?

Whenever we work together great things happen. There’s a lot of benefits to collaborating as a region, here’s a few of them.

Peer Support

Having a community of people facing similar challenges provide support, from navigating industry standards to answering technical questions on the platforms we all use. More importantly, it offers a sounding board to work through problems or dreaming up new adventures.

Sharing Resources

We all need a little extra from time to time. Partners are there to help each other, whether it’s an extra vehicle, hand or piece of equipment.

Stronger Voice Together

Most of us are small businesses, making it harder to raise our concerns or celebrate our success. As a collective we have a stronger voice when working with Travel Alberta, Tourism Red Deer, municipalities, suppliers and others.


Our partnerships gives us an opportunity to get to know each other better, allowing for cross promotion and exposure to more visitors. It makes it easier for each of us to offer packages and add-ons to our adventures.

We work together to run group campaigns. These are pay as you go, leveraged through Travel Alberta’s Coop Funding whenever possible and include social media, online ads, and in person events.

As a group we can develop stronger itineraries that we can then take to tradeshows and events like Canada’s West Marketplace and Teachers Convention.

We can also leverage our efforts to create engaging content and host influencers exploring our region.

Allstones Cove

Kayaking on the Red Deer River

Allstones Cove

Hiking Siffleur Falls

Allstones Cove

Wildlflowers on the Kootenay Plains

What Are The Requirements?

Partnerships are not easy but we know they are well worth the effort. There are a few things we each commit to and there’s a few minimum requirements we all have to meet before working together.

We’re flexible in how each partnership work. At a minimum we need to be able to resell your experience to our guests and through our partners. As the relationship grows, we hope that each partner will be involved in creating a community of experience providers in Central Alberta.

Show up and Participate

First things first, you must be willing to work with others. Pretty obvious but that also means making the commitment to check-in and communicate.  

Bookable Experiences

This is about promoting the best experiences in the region. We welcome all kinds of adventures, including lodging options, but there must be something that can be pre-booked online. You must have at least one experience that:

  • has a retail price set at market rates (i.e. not “admission by donation”, $2 or free tours);
  • is available on a regular basis, either as a public or private tour; and
  • appeals to our ideal guest.

There are a few other requirements we can work on with you, like having a flexible cancellation policy, having an online booking system (we recommend Checkfront) and having an efficient booking process for us to work with.

If you offer general admission tickets or similar products we can include those on the website, as long as you also have bookable experiences listed.

Commission and Net Rates

You will need to offer the industry standard 20% commission on experiences listed. Keep in mind that you do not need to list all your products and there are some exceptions to this requirement, typically for products used as add-ons in packages.

The commission is split with our vendor partners who get 15% of each bookings they generate and Explore Central Alberta keeping 5% to cover costs of like credit card fees, and tracking and paying commissions. If you offer an on account option where vendor partners are invoiced after the booking, the commission is split 50/50 with them to account for the extra administrative work involved in those bookings.

Participating in the Travel Trades program is optional but it allows us to resell complete itineraries to other tour operators. Commissions for these bookings are higher, currently we need you to offer a minimum of 25% for those bookings.

If you use Checkfront, we can send the booking directly to your system which saves us some work and saves you 3% on commissions.

Keep in mind that as a partner you’re also reselling experiences offered by others in the group, earning 15% on each of those sales.

How Does It Work?

We try to keep it simple and build a process that works for all of us. 

Membership Fees

There are no membership fees.

We do encourage each partner to participate in leveraged campaigns promoting our experiences collectively. At this point there is no minimum commitment.

How does that work? When opportunities arise, those who wish to participate share the costs of that campaign. For example, if we are looking at running a $2,000 ad campaign on social media and 5 partners are interested, the costs would be $400 per partner. Assuming that the campaign qualifies for Travel Alberta’s coop funding program, we could leverage our contributions. In this case, each partner needs to put in $200 for a total of $1,000 between the 5 partners which would be matched by Travel Alberta.

Explore Central Alberta website

We take a content first approach for the website and our marketing. That means that our first goal is to create engaging content about the region for visitors. We’re not a listing site and we focus on creating guides that help visitors plan their trip to the region. You can see an example of how that works here.

We will work with you to build content that matches the website and highlights your experiences.


There are a couple options when it comes to bookings, depending on the system you use. If you’re not currently using a modern online booking system we can help you get setup.

The first option is for you to use Checkfront. This way the bookings go directly to you, no delays in getting paid and you handle all interactions with the guests. This option also gets you a 3% discount on your commission since you are taking care of those details.

The other option is to have Pursuit Adventures handle the bookings for you. We’ll handle the booking, collect the payments, answer guest questions and all the details associated with the reservation. We’ll need you to have a simple way for their staff to confirm availability with you.

Application Process

1. Fill out the application form below with as much detail as possible.

2. We’ll contact you within 14 days to let you know if your application was approved or with any questions we might have. Each application is reviewed to ensure its a fit with current partner. We’re looking for culture fit and shared values, we do not exclude based on having similar experiences.

3. Once you’re approved we’ll arrange a time for an orientation meeting. This will be about 2 hours and we’ll make sure all your experiences are properly listed.

4. Add the booking links on your website and train your frontline staff to take partner bookings. That way you can start earning a 15% commission on all bookings you send to partners.

Apply Now

Fill out the form below and we’ll be in touch within 10 days to get you setup or answer any of your questions.

    The name you operate as, the one you use with customers.

    The full legal name, if different than the one you use as your operating name.

    Primary Contact

    This information will not be shared but will be used internally as our main contact with your organization to setup your account.

    About Your Organization

    Tell us a little more about your organization and how we can best work together.

    Industry Standards

    We require all experience providers to meet or exceed industry standards. We need all partners to meet all Visitor Ready criteria before joining. We expect all of us to work toward meeting Market Ready and Export Ready items but these can be done after joining.

    Visitor Ready

    These are the minimum requirements to be considered as a partner. If you answer "no" to any of these questions, please contact us and we can help get you in touch with the right people to obtain the permits and approvals you need.




    NoYesNot Applicable

    NoYesNot Applicable

    NoYesNot Applicable

    NoYesNot Applicable

    NoYesNot Applicable

    NoYesNot Applicable

    NoYesNot Applicable



    Market Ready

    These are things basic things that we expect all our partners to do. If you're not yet doing some of these it's ok as long as you're willing to work on it. Don't worry, we're here to help if needed.

    Bookable experiences with published pricing and availability.A website with experience details and information about your organization.Accurate description of each experience offered, including all important details guests need to know.Bookings are accepted online.A social media presence.Experiences are listed on ATIS.Published cancellation and refund policies.Waivers are available to the guests prior to booking.Provide guest experience training to front line staff.Maintain a 24 hour response time for bookings and guest questions.Photos, video and written content is available for promotional purposes.

    Export Ready

    These are things more advanced things we expect our partners to work toward. If you're not yet doing some of these it's ok as long as you're willing to work on it. Don't worry, we're here to help if needed.

    A marketing plan and budget that goes beyond the local market.Pricing for experiences set 18 months ahead.Bookings can be made one year in advance.Support familiarization and media tours.Experiences can be customized for different markets.

    Online Bookings

    We are not currently taking online bookings.We are currently using Checkfront.We are using another online booking system.

    We require partners to use Checkfront or to have their bookings handled through Pursuit Adventures. This is done to simplify the administration process and to provide a better guest experience for visitors to the website and our vending partners.

    We will use Checkfront.We will have our bookings handled by Pursuit Adventures.


    At the core of our partnership is the ability to resell each others experiences and for Explore Central Alberta to resell those experiences on your behalf through Vendor Partners (hotels, retail stores, etc) and through the Travel Trades.

    Partner Expectations

    Flagship Experience

    What is the one experience you're known for? You'll be able to list other experiences and products once approved but for now we want to hear about the one you are most proud of.

    Link directly to the page with the experience details.

    Our focus is on experiential travel with a sense of adventure. What do we mean by that? Experiences are memorable activities that create connections with place and people. Adventure is about doing things that are new and different for each of us, doing things that can be a little scary but that also make us curious to explore further. It can be indoors or outdoors, fast or slow, heart pounding or relaxing but it always creates a feeling of wonder.