There may be no other time in history when business has been rife with so much change. Permanent shifts in consumer behaviour and societal norms, a rapidly transforming technological landscape, and unpredictable economic conditions present extraordinary challenges for organizations across sectors and geographies.

Against this already volatile background, global competition has reached unprecedented levels. Between direct-to-consumer players, global e-commerce giants, hyper-discounters, and third-party marketplaces, the consumer has never had more choice. Thus, making the traditional strategic cornerstones of convenience, selection, price, and even product exclusivity shaky footholds from which to achieve enduring competitive success. So how can the average leader win?

Based on research from his most recent book, Resurrecting Retail, futurist Doug Stephens will share a simple, yet profound strategy framework that enables companies and brands to cut through the chaos in their market, prioritize investments, forge radical consumer value, and achieve uncontested dominance in their marketplace.

CBRE Hotels will share their up to date outlook for the Alberta accommodation sector for the remainder of 2025 and a first glimpse at how the sector may move forward in 2026. They will once again include discussions of factors impacting both top line and financial performance.

Join Tracy Douglas-Blowers for a brief introduction highlighting AHLA’s role in shaping Destination Marketing Fund (DMF) policy. Then, hear from David Goldstein, Deputy Minister of Tourism and Sport, as he shares an update on Alberta’s tourism growth strategy and how it aligns with industry efforts to strengthen the province’s visitor economy.

Understanding how AI is reshaping guest experiences, marketing, and operations across the industry.

Enjoy a relaxing lunch and explore our vibrant marketplace, where you'll discover a diverse array of innovative products and solutions from leading vendors. This is a great opportunity to network, engage with cutting-edge offerings, and gain insights into the latest trends and technologies in the industry. Savor a delectable selection of desserts served right in the marketplace area.