VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
Festivals, Entertainment and Event Hosting
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 festivals and events 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
40%
of visitors are a strong fit
79%
are a strong or moderate fit
A strong fit for four in ten visitors, those who travel with friends and family.
STRONG 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
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
Key point: Visitors who travel with friends and family turn away from places that feel closed or unfriendly. Show that visitors are welcome to join in.
Messages to push out
- Bring your people.
- Visitors welcome: come and join in.
- Everything you need to plan, in one place.
Things to emphasize
- Time shared with friends and family.
- A clear welcome for visitors.
- Dates, tickets, prices and how to get there.
Things to avoid
- Anything that looks like an event for locals only.
- Costs that only appear at the gate.
Ways to reach them
- Personal recommendations.
- Events, sponsorships and community groups.
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.