VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
Agri-Tourism and Culinary Experiences
What international visitors want, and how to reach them
What Matters Most
The Grande Prairie Regional Tourism Association commissioned research on what matters most to international leisure travelers who could visit the region. They live in the United States, Germany, France, the United Kingdom, Mexico, Japan and South Korea, in cities with direct flights to Calgary or Edmonton.
What matters most to people shapes the choices they make. This sheet sets out what the research means for the agri-tourism and culinary sector in the Grande Prairie region.
What all visitors told us
Positive EnvironmentsAdventure with Care Built In
They want calm, safe, well-run surroundings. Safety worries turn away four of the five visitor groups.
Personal GrowthThe Growth Story
They want to go home a little different. The most common reason visitors pick a destination is that the trip will leave them changed.
TraditionThe Story Behind the Place
They want respect for those who came before. It matters nearly three times more to visitors than to residents.
How well this pillar fits these visitors
22%
of visitors are a strong fit
90%
are a strong or moderate fit
A strong fit for the largest visitor group, and a moderate fit for every other group.
STRONG FIT
22%
Visitors who travel to learn and grow, and who care about the environment
MODERATE FIT
21%
Visitors who travel for the people they love, and want trips that are well planned and safe
19%
Visitors who rely on advice from people they trust, and want clear value for their money
17%
Visitors who seek out the kinds of experiences they already enjoy, on their own terms
11%
Visitors guided by spiritual practice and care for nature
Key point: Regional food is one of the reasons the largest visitor group gives for choosing a trip, and a farm visit or shared meal suits every other group. Pair farm and food stops with other things to do.
Messages to push out
- Meet the families who grow your food.
- Take a taste of the region home with you.
- Add a farm stop to your day.
Things to emphasize
- Family farms, often several generations old, and the people who run them.
- Products to buy and take home, such as honey and haskap wine.
- Farm and tasting stops paired with other attractions in a day plan.
Things to avoid
- Prices visitors cannot find in advance.
- General “local food” claims with no names or faces.
Ways to reach them
- Facebook.
- Visitor stories shared on social media.
Source: The Valuegraphics Research Company, for the Grande Prairie Regional Tourism Association. Fit ratings come from analysis of what matters most to visitors; the study did not ask about specific activities. Shares exclude 10% of visitors in groups too small to profile.