Shelley Grollmuss has been a senior executive in the tourism industry for more than 25 years. As Vice President of Destination Development at Travel Alberta, she works with businesses throughout the province to develop memorable experiences for visitors to enjoy in all regions. Shelley has held a variety of positions at Travel Alberta over the past 15 years, including Executive Director of Marketing for North America. Prior to joining Travel Alberta, Shelley spent 10 years working in management at the Banff Rocky Mountain Resort. Shelley has received multiple accreditations, including an executive certificate in General Management from Queens University and a Certified Destination Management Executive (CDME) designation from Destinations International.