VISITOR CHEAT SHEET | GRANDE PRAIRIE REGION
Storytelling Through Wilderness 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 wilderness experiences 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: Visitors choose trips that teach them something, and respect for those who came before matters nearly three times more to them than to residents. Tell the story of the people and history of each place, and make it easy to reach and book with a guide.
Messages to push out
- Walk the land with people who know its stories.
- See Kakwa Falls and the Sulphur Gates, and learn what happened here.
- Start from Grande Cache, with your guide and trip booked.
Things to emphasize
- Guided trips that explain the history and people of each place.
- Named places, with photos that could only be taken here.
- Grande Cache as your base, with booking, travel times and safety information in one place.
Things to avoid
- “Remote” or “untouched” with no support offered alongside.
- Indigenous stories told without the communities leading them.
Ways to reach them
- Articles, guides and blog posts.
- Instagram 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.