VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
Indigenous Cultural Immersion and Truth
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 Indigenous cultural tourism 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
33%
of visitors are a strong fit
71%
are a strong or moderate fit
A strong fit for a third of visitors, and a moderate fit for nearly four in ten more.
STRONG FIT
22%
Visitors who travel to learn and grow, and who care about the environment
11%
Visitors guided by spiritual practice and care for nature
MODERATE FIT
21%
Visitors who travel for the people they love, and want trips that are well planned and safe
17%
Visitors who seek out the kinds of experiences they already enjoy, on their own terms
Key point: In this study, respect for those who came before matters nearly three times more to visitors than to residents. This pillar speaks directly to that.
Messages to push out
- Learn from the people whose land this is, in their own words.
- Understand the history of this place from the people who carry it forward.
- Take part with respect.
Things to emphasize
- Experiences led by Indigenous people and communities.
- What a visitor will learn and take home.
- How to book, what to expect, and how to take part respectfully.
Things to avoid
- Using culture as a backdrop to sell something else.
- Missing booking details.
Ways to reach them
- Articles and stories.
- 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.