VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
World-Class Experiential Paleontology
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 paleontology 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
39%
of visitors are a strong fit
90%
are a strong or moderate fit
The strongest fit of the region's six tourism pillars for international visitors.
STRONG 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
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
11%
Visitors guided by spiritual practice and care for nature
Key point: The most common reason visitors choose a trip is that it will change them. Hands-on learning at named fossil sites is one of the clearest examples the region has.
Messages to push out
- Come home knowing something you did not know before.
- These fossils were found here, in this landscape.
- A day your family and friends will talk about for years.
Things to emphasize
- Hands-on time with real fossils, with experts on hand.
- Named places: the Philip J. Currie Dinosaur Museum, the Pipestone Creek Bonebed, the Grande Cache Trackway.
- Opening times, prices and travel time from Calgary or Edmonton.
Things to avoid
- General “explore the outdoors” language that could describe anywhere.
- Leaving out how to get there and how long it takes.
- Prices visitors cannot find before they arrive.
Ways to reach them
- Personal recommendations and reviews from past visitors.
- Visitor stories shared on social media.
- Facebook and online influencers.
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.