The Grande Prairie Regional Tourism Association is working with two research firms on a project examining what attracts visitors to Northwestern Alberta and what motivates them to choose the region.
The study is examining the region’s attractions and visitor experiences, while also gathering input from member communities, elected officials and residents.
GPRTA executive director Jasmin Greavett said the project is intended to look beyond municipal boundaries when planning for tourism growth.
“Tourists don’t stop at municipal boundaries, and neither should the way we think about growing tourism in our region,” Greavett said. “This work is about understanding what makes Northwestern Alberta special and creating long-term opportunities that benefit residents, businesses and visitors alike.”
JLL Canada representatives visited the region earlier this month to tour tourism sites, meet with operators and hold two community workshops.
Residents can provide feedback through the association’s Resident Sentiment Survey until Sept. 18.
The project is also examining the values that influence travel decisions. Valuegraphics founder David Allison said understanding those shared values can help identify visitors most likely to connect with experiences already offered in the region.
The GPRTA says the final findings will help communities and tourism operators develop a stronger regional tourism strategy and identify opportunities to attract visitors.
