VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
Historical Arts and Heritage Districts
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 arts and heritage 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
21%
of visitors are a strong fit
71%
are a strong or moderate fit
A strong fit for one in five visitors, and a moderate fit for half.
STRONG FIT
21%
Visitors who travel for the people they love, and want trips that are well planned and safe
MODERATE FIT
22%
Visitors who travel to learn and grow, and who care about the environment
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: In this study, respect for those who came before matters nearly three times more to visitors than to residents. Show the people behind the history, and plan the route for them.
Messages to push out
- Meet the people who built this region.
- A planned Highway 43 route, stop by stop.
- See history and art up close, much of it free.
Things to emphasize
- The people and stories behind each site.
- A route with stops, distances and times.
- Creative activities visitors can take part in.
Things to avoid
- A list of sites with no story behind them.
- Routes visitors have to work out for themselves.
Ways to reach them
- Personal recommendations.
- Community events.
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.