Edmonton Tourism Key Messages: Explorer Quotient Profiles December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495 Positioning: Cultural Explorer Australia They like to learn the local language, leave the beaten path and explore places where most tourists won’t go. Australian Cultural Explorers like to research the history of their chosen destination beforehand and live for travel, while always on the lookout for information about where to travel next. Instead of having a set itinerary, they prefer to go with the flow and let things unfold spontaneously. Edmonton offers: Self-Touring/ Local Adventure Local Lifestyle Historical/ Cultural Attractions What makes this believable? North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more. Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub. Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park. Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience. The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music. The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930). Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months. Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife. Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Village.
Transcript
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Cultural Explorer Australia
They like to learn the local language, leave the beaten path and explore places where most tourists won’t go. Australian Cultural Explorers like to research the history of their chosen destination
beforehand and live for travel, while always on the lookout for information about where to travel next. Instead of having a set itinerary, they prefer to go with the flow and let things unfold
spontaneously.
Edmonton offers:
Self-Touring/ Local Adventure Local Lifestyle Historical/
Cultural Attractions
What makes this believable?
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.
The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Village.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Self-Touring/ Local Adventure Local Lifestyles Historical/
Cultural Attractions Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Royal Alberta Museum, one of Canada’s most popular museums, offers a range of exhibitions and activities for every age level and interest. Enjoy the Syncrude Gallery of Aboriginal Culture, examine minerals, gems and rocks in the Natural History Gallery, meet unusual insects from around the world in The Bug Room or explore Wild Alberta and learn about animals and fossils.
Just outside of Edmonton, Kalyna Country is three times the size of Prince Edward Island and is Canada’s largest eco-museum, home to more than 40 designated informal natural areas.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Cultural Explorer Canada
Travel is a journey, not the destination for Canadian Culture Explorers, who believe it is best experienced with other like-minded companions who want to have fun while learning. They seek authentic
experiences, and don’t want to stay in commercial hotels. While cautious, these travellers are not afraid to venture into the unknown in pursuit of discovery. They will not be constrained to “tourist”
schedules or destinations, but will chart to their own courses. They are fascinated by the ancient history as well as modern culture, and are always excited about their next trip.
Edmonton offers:
Outdoor Activity Local Flavours/Lifestyle Attractions & Festivals
What makes this believable?
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Savour regional flavour with DineAlberta every September. Local chefs create Alberta’s brand of regional cuisine with ingredients grown in this province and served at participating restaurants in Edmonton.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Outdoor Activity Local Flavours/Lifestyle Attractions & Festivals
The region has more than 84 golf courses, including the oldest municipal course in Canada. With mid-summer daylight lasting 17 hours, Edmonton attracts avid and new golfers alike.
The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Savour regional flavour with DineAlberta every September. Local chefs create Alberta’s brand of regional cuisine with ingredients grown in this province and served at participating restaurants in Edmonton.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
The Town of Devon is known as Bike Town Alberta. It is home to a multitude of paved and natural trails for the biking enthusiast. Whether you choose to enjoy the beautiful country scenery on road or prefer to head off road and take to the trails, a ride in Devon is sure to delight.
Edmonton’s nightlife is unique and of its own. The choices are endless: concerts, theatre, art shows, nightclubs. Some out- of-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.
The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.
Just outside of Edmonton, Kalyna Country is three times the size of Prince Edward Island and is Canada’s largest eco-museum, home to more than 40 designated informal natural areas.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments, and 10 world-class attractions
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Cultural Explorer Germany
German Cultural Explorers want in-depth discoveries of a culture’s traditions, customs, history and natural wonders. They are enthused travellers who are always thinking of the next trip, and desire
getaways from their duties and obligations at home. Mostly low-maintenance, these travellers do not feel threatened while in foreign locations and dislike the constraints of tours, preferring to be more
spontaneous.
Edmonton offers:
Beautiful Landscapes Local Lifestyle Attractions/Landmarks
/Heritage Sites
What makes this believable?
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas on this beautiful wooded property, this makes for a unique camping experience.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park. The Native Camp depicts the long association between the Cree and Hudson Bay Company traders where natives supplied traders with food and furs while traders offered manufactured goods.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes Local Lifestyle Attractions/Landmarks
/Heritage Sites Edmonton is a gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree-lined streets and Old Strathcona, Edmonton’s historic hub.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Heritage Village.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Just outside of Edmonton, Kalyna Country is three times the size of Prince Edward Island and is Canada’s largest eco-museum, home to more than 40 designated informal natural areas.
Greater Edmonton’s wealth of visual art is displayed in over 60 galleries and public exhibits. The Gallery Walk is the first of its kind in Canada that features eight downtown galleries in a 12 block area around 124th Street.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
The magnificent Art Gallery of Alberta houses nearly 6,000 permanent pieces of art and features world-class exhibits.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Cultural Explorer UK
The UK Cultural Explorer seeks out authentic experiences and isn’t afraid to venture into the unknown in pursuit of discovery. Travel is a journey, not a destination, and is best experienced with like-
minded companions who enjoy having fun while learning. They will not be constrained to tourist schedules or sterile commercial hotels, rather prefer to chart their own course. They are fascinated by
ancient history as well as modern cultures, feel relaxed and free while travelling, and are always excited about their next trip.
Edmonton offers:
Beautiful Landscapes Local Flavours/
Lifestyle Cultural Attractions & Festivals
What makes this believable?
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas on this beautiful wooded property, this makes for a unique camping experience.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes Local Flavours/
Lifestyle Cultural Attractions & Festivals
Edmonton is a gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree-lined streets and Old Strathcona, Edmonton’s historic hub.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Greater Edmonton’s wealth of visual art is displayed in over 60 galleries and public exhibits. The Gallery Walk is the first of its kind in Canada that features eight downtown galleries in a 12 block area around 124th Street.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Cultural Explorer US
The US Cultural Explorer seeks out authentic experiences and isn’t afraid to venture into the unknown in pursuit of discovery. Travel is a journey, not a destination, and is best experienced with like-
minded companions who enjoy having fun while learning. They will not be constrained to tourist schedules or sterile commercial hotels, rather prefer to chart their own course. They are fascinated by
ancient history as well as modern cultures, feel relaxed and free while travelling, and are always excited about their next trip.
Edmonton offers:
Beautiful Landscapes Local Flavours/
Lifestyle Cultural Attractions & Festival
What makes this believable?
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas on this beautiful wooded property, this makes for a unique camping experience.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes Local Flavours/
Lifestyle Cultural Attractions & Festivals
Edmonton is a gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree-lined streets and Old Strathcona, Edmonton’s historic hub.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Greater Edmonton’s wealth of visual art is displayed in over 60 galleries and public exhibits. The Gallery Walk is the first of its kind in Canada that features eight downtown galleries in a 12 block area around 124th Street.
The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit Australia
They are looking for luxury experiences, lots of entertainment, and a chance to escape the daily grind – they are more in to spas than nature and outdoor experiences. Most interested in local flavours,
local lifestyles, beautiful landscapes, historical/cultural attractions, entertainment experiences, luxury resorts, spa/wellness, Canadian hospitality, Canadian winter and shopping. Less interested in
parks/heritage sites.
Edmonton offers:
Luxury & Pampering Beautiful Landscapes Local Flavours/Entertainment Historical/Cultural Attractions
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Savour regional flavour with DineAlberta every September. Local chefs create Alberta’s brand of regional cuisine with ingredients grown in this province and served at participating restaurants in Edmonton.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is a gateway to the majestic Canadian Rockies, pristine lakes, historic rivers and northern adventures – via road or air to Jasper National Park.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury & Pampering Beautiful Landscapes Local Flavours/Entertainment Historical/Cultural Attractions
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 500,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Village.
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments, and 10 world-class attractions.
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit Canada
They enjoy luxury holidays, first class resorts, golf, skiing, and spas/wellness. When they go somewhere, they have a list of “must-see” and “must-do” things, which will include experiencing the local
lifestyle, flavours, and vibe through entertainment and social investments. They want to see all the main attractions, but don’t need to go in-depth. Free Spirits will travel in social groups and see
experiences that will allow them to socialize with each other and mix with the locals. They like to celebrate events in exciting destinations, and enjoy the finest they can afford. More interested in cities
close to nature, golf, skiing/snowboarding, major events, sports events, and shopping. Less interested in Canadian hospitality, parks/heritage sites, historical/cultural attractions, wildlife, hiking, and small
towns.
Edmonton offers:
Luxury & Pampering Outdoor Activity Local Flavours/Lifestyle Shopping/Events
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree- lined streets and Old Strathcona, Edmonton’s historic hub.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury & Pampering
Outdoor Activity Local Flavours/Lifestyle Shopping/Events
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
The region has more than 84 golf courses, including the oldest municipal course in Canada. With mid-summer daylight lasting 17 hours, Edmonton attracts avid and new golfers alike.
The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
The Town of Devon is known as Bike Town Alberta. It is home to a multitude of paved and natural trails for the biking enthusiast. Whether you choose to enjoy the beautiful country scenery on road or prefer to head off road and take to the trails, a ride in Devon is sure to delight.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally- inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Savour regional flavour with DineAlberta every September. Local chefs create Alberta’s brand of regional cuisine with ingredients grown in this province and served at participating restaurants in Edmonton.
Manulife Place holds downtown Edmonton’s finest selection of specialty stores and services including Holt Renfrew and Blu’s Women’s Wear.
Edmonton is the gateway to the majestic Canadian Rockies, via road, air and Via Rail’s famed cross-country “The Canadian.” Luxurious mountain hotels and resorts with spectacular spa facilities await you.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Edmonton’s nightlife is unique and of its own. The choices are endless: concerts, theatre, art shows, nightclubs. Some out-of-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.
Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high end shops to local designers.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Edmonton offers fun outdoor winter activities, such as exploring the river valley on a Segway, hitting the slopes at the Edmonton Ski Club or Snow Valley or snow-tubing at Sunridge Ski Area.
Edmonton is one of the top five most family-friendly cities in the country. Kid-friendly activities include Fort Edmonton Park, Muttart Conservatory, Art Gallery of Alberta, Royal Alberta Museum, TELUS World of Science - Edmonton, West Edmonton Mall (Ropes Quest, World Water Park, Galaxyland).
With several major shopping districts, including Old Strathcona which was named one of the five best shopping districts in Canada, hundreds of specialty boutiques and the world-famous West Edmonton Mall. Edmonton is a fabulous destination for shoppers.
The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit China This segment is keenly interested in local flavours and lifestyles, including Aboriginal culture. Cities close to nature will allow them to take in major events and activities that reflect Canadian traditions,
such as skiing or snowboarding. Most interested in attractions/landmarks, Canadian hospitality, and beautiful landscapes.
Edmonton offers:
Luxury & Pampering Cities Close to Nature/ Beautiful Landscapes
Local Flavours/Lifestyle /Major Events
Attractions/Landmarks
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world. This area is also home to the iconic Art Gallery of Alberta.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury & Pampering Cities Close to Nature/ Beautiful Landscapes
Local Flavours/Lifestyle /Major Events
Attractions/Landmarks
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
The Boardroom is one of the top men’s spas in Canada and Alberta’s first men’s only spa. Relax in the privacy of the “executive lounge” and enjoy tons of complimentary extras with any service such as: internet access throughout the spa, big screen TV, shoe shining, scalp massage, your choice of beverage, magazine, TV or audio, and more.
Edmonton is the gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Chinatown provides a great experience for the thrifty shopper, making a weekend shopping expedition to Chinatown fun on all levels.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree- lined streets and Old Strathcona, Edmonton’s historic hub.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton offers fun outdoor winter activities, such as exploring the river valley on a Segway, hitting the slopes at the Edmonton Ski Club or Snow Valley or snow-tubing at Sunridge Ski Area.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Edmonton’s nightlife is unique and of its own. The choices are endless: concerts, theatre, art shows, nightclubs. Some out-of-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.
The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.
Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world. This area is also home to the iconic Art Gallery of Alberta.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit Germany
In addition to Canada’s beautiful landscapes, they enjoy luxury holidays, first-class resorts, spas/wellness, and the opportunity to engage socially and experience the local lifestyle. They are also
keenly interested in Aboriginal culture, as well as parks and heritage sites, and are open to learning and exploring, especially as part of a group tour. Most interested in historical/cultural attractions,
landmarks, beautiful landscapes, learning and exploring. Less interested in fishing and hunting, golf, winter scenery and activities, skiing, snowboarding, kayaking, canoeing/sailing.
Edmonton offers:
Luxury & Pampering Beautiful Landscapes Local Lifestyle Attractions/Landmarks
/Heritage Sites
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas on this beautiful wooded property, this makes for a unique camping experience.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park. The Native Camp depicts the long association between the Cree and Hudson Bay Company traders where natives supplied traders with food and furs while traders offered manufactured goods.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally- inspired menus including Alberta’s world- famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury & Pampering Beautiful Landscapes Local Lifestyle Attractions/Landmarks
/Heritage Sites Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
Edmonton is a gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree-lined streets and Old Strathcona, Edmonton’s historic hub.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Heritage Village.
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Greater Edmonton’s wealth of visual art is displayed in over 60 galleries and public exhibits. The Gallery Walk is the first of its kind in Canada that features eight downtown galleries in a 12 block area around 124th Street.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
The magnificent Art Gallery of Alberta houses nearly 6,000 permanent pieces of art and features world-class exhibits.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit Japan
This type is often younger and seeks to escape through travel. In addition to Canada’s beautiful landscapes, they enjoy luxury holidays, first-class resorts, and shopping. Visiting famous places is a
status symbol, so seeing major Canadian attractions and landmarks is a key motivator for visiting. In their quest for fun and adventure, they will enjoy winter activities and scenery; likely as part of a
ski resort stay. Most interested in local flavours, rivers/waterfalls, beautiful landscapes, parks/heritage sites, historical/cultural attractions, entertainment experiences, attractions/landmarks, cities
close to nature, shopping, winter activities/scenery. Less interested in golf, local lifestyles, hands-on learning, Canadian hospitality and culture.
Edmonton offers:
Luxury & Pampering Beautiful Landscapes/
Winter Activities Entertainment Experiences/
Shopping Attractions/Landmarks
/Heritage Sites
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
With several major shopping districts, including Old Strathcona which was named one of the five best shopping districts in Canada, hundreds of specialty boutiques and the world-famous West Edmonton Mall. Edmonton is a fabulous destination for shoppers.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world-class attractions.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury & Pampering Beautiful Landscapes/
Winter Activities Entertainment Experiences/
Shopping Attractions/Landmarks/
Heritage Sites EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 500,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Heritage Village.
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting
Edmonton is the gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Canadian Finals Rodeo has been bringing top rodeo competitors together since1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Edmonton’s nightlife is unique and of its own. The choices are endless: concerts, theatre, art shows, nightclubs. Some out- of-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.
Manulife Place holds downtown Edmonton’s finest selection of specialty stores and services including Holt Renfrew and Blu’s Women’s Wear.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892-1930).
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
The Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world. The magnificent Art Gallery of Alberta houses nearly 6,000 permanent pieces of art and features world- class exhibits.
Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high-end shops to local designers.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit Mexico
These fun seekers are prime for unique outdoor adventure; with their keen interest in skiing and snowboarding, Canada is a perfect choice. Given their interest in entertainment and local flavour, the
après ski might be as inviting to them as the actual skiing. These younger travellers will also enjoy Canada’s pristine beauty, but prefer to be close to a city where they can take in the local flavour and
the novelty of the culture. Most interested in beautiful landscapes, rivers and waterfalls, local flavours, historical and cultural attractions, cities close to nature, outdoor attractions, skiing/snowboarding,
kayaking/canoeing/sailing, entertainment, learning and exploring.
Edmonton offers:
Beautiful Landscapes/ Winter Activities
Local Flavours Historical/
Cultural Attractions
What makes this believable?
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Edmonton’s pride in multiculturalism shines at the Heritage Festival, celebrating 75 cultural backgrounds.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes/ Winter Activities
Local Flavours Historical/
Cultural Attractions Edmonton is a gateway to the majestic Canadian Rockies, pristine lakes, historic rivers and northern adventures – via road or air to Jasper National Park.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124 Street’s unique shops and gorgeous tree- lined streets and Old Strathcona, Edmonton’s historic hub.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, Royal Alberta Museum, and the award- winning Ukrainian Cultural Heritage Village.
Just outside of Edmonton, Kalyna Country is three times the size of Prince Edward Island and is Canada’s largest eco-museum, home to more than 40 designated informal natural areas.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally- inspired menus including Alberta’s world- famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892-1930).
Edmonton offers fun outdoor winter activities, such as exploring the river valley on a Segway, hitting the slopes at the Edmonton Ski Club or Snow Valley or snow-tubing at Sunridge Ski Area.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Edmonton’s nightlife is unique and of its own. The choices are endless: concerts, theatre, art shows, nightclubs. Some out- of-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit South Korea In addition to being attracted to Canada’s beautiful landscapes, they want to be pampered, stay in luxury, first-class resorts and indulge in entertainment experiences. True to the Free Spirit pursuit of
fun and excitement, select outdoor activities such as skiing and kayaking/canoeing will make the list of things to do, likely as part of a resort stay. Most interested in beautiful landscapes,
rivers/waterfalls, cities close to nature, local flavours, luxury resorts and being pampered, entertainment experiences, shopping, attractions and landmarks, outdoor activities.
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Canadian Finals Rodeo has been bringing top rodeo competitors together since1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing and bull riding.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, Royal Alberta Museum, and the award-winning Ukrainian Cultural Heritage Village.
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
The Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world. The magnificent Art Gallery of Alberta houses nearly 6,000 permanent pieces of art and features world- class exhibits.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting
Edmonton is the gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world- famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892-1930).
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
The region has more than 84 golf courses, including the oldest municipal course in Canada. With mid-summer daylight lasting 17 hours, Edmonton attracts avid and new golfers alike.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
With several major shopping districts, including Old Strathcona which was named one of the five best shopping districts in Canada, hundreds of specialty boutiques and the world-famous West Edmonton Mall, Edmonton is a fabulous destination for shoppers.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Edmonton Canoe offers guided and unguided canoe tours for active minded individuals looking for outdoor activities and fun on the water in and around Edmonton.
Edmonton hosts the largest and longest-running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit UK
In addition to Canada’s beautiful landscapes, they enjoy luxury golf or skiing holidays, first-class resorts, spas/wellness and sporting events. Most interested in sampling local flavours, local lifestyles,
cities close to nature, golf, skiing/snowboarding, entertainment, attending major events, sport events and shopping. Less interested in Canadian hospitality, parks/heritage sites, historical/cultural
attractions, wildlife, hiking/trekking and small towns.
Edmonton offers:
Luxury Resorts/ Spa & Wellness
Close to Nature/ Snow Activities/Golf
Local Lifestyles/ Shopping
Major Events/ Sports & Entertainment
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
With several major shopping districts, including Old Strathcona which was named one of the five best shopping districts in Canada, hundreds of specialty boutiques and the world-famous West Edmonton Mall, Edmonton is a fabulous destination for shoppers.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is one of the best cities to view the Aurora borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury Resorts/ Spa & Wellness
Close to Nature/ Snow Activities/Golf
Local Lifestyles/ Shopping
Major Events/ Sports & Entertainment
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
The Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
The region has more than 84 golf courses, including the oldest municipal course in Canada. With mid-summer daylight lasting 17 hours, Edmonton attracts avid and new golfers alike.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally- inspired menus including Alberta’s world- famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
Edmonton is the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.
Edmonton is the gateway to a land of majestic mountains, pristine lakes, historic rivers and northern adventures.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
With our outstanding facilities, including the 18K seat Rexall Place and 60K seat Commonwealth Stadium, Edmonton can host large scale indoor and outdoor concerts and international events.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Edmonton offers fun outdoor winter activities, such as exploring the river valley on a Segway, hitting the slopes at the Edmonton Ski Club or Snow Valley or snow-tubing at Sunridge Ski Area.
Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high-end shops to local designers.
Home to national league sports teams – Oilers, Eskimos, Rush, Oil Kings.
Manulife Place holds downtown Edmonton’s finest selection of specialty stores and services including Holt Renfrew and Blu’s Women’s Wear.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Free Spirit US
They enjoy luxury holidays, first-class resorts, golf and spas/wellness. These Free Spirits stand out as enjoying some outdoor activities like skiing and fishing/hunting, which might explain their high
interest in Canada. Most interested in sampling local flavours, local lifestyles, cities close to nature, golf, skiing/snowboarding, entertainment, major events, sports events and shopping. Less
interested in learning/exploring, Canadian hospitality, parks/heritage sites, historical/cultural attractions, wildlife, hiking/trekking and small towns.
Edmonton offers:
Luxury Resorts/ Spa & Wellness
Close to Nature/ Snow Activities/Golf
Local Lifestyles/ Shopping
Major Events/ Sports & Entertainment
What makes this believable?
Edmonton has more than 13,000 guest rooms to pick from with a wide sampling of major hotel brands and trendy boutique properties. Luxurious spa getaways are available at several Edmonton area hotels.
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
With several major shopping districts, including Old Strathcona which was named one of the five best shopping districts in Canada, hundreds of specialty boutiques and the world-famous West Edmonton Mall, Edmonton is a fabulous destination for shoppers.
Canadian Finals Rodeo has been bringing top rodeo competitors together since 1974 from across Canada and the United States, competing for a purse of $1.5M. This authentic indoor rodeo features bareback riding, team roping, steer wrestling, saddle bronc riding, tie-down roping, ladies barrel racing, and bull riding.
Edmonton is home to several sophisticated boutique hotels located in the heart of downtown or on trendy Whyte Avenue. The Matrix and the Metterra hotels offer modern amenities in a cosmopolitan atmosphere. Matrix Hotel and Metterra on Whyte were ranked as one of the 25 Trendiest Hotels in Canada.
Glide through North America’s largest urban parkland on a segway. Segway Edmonton’s tour of the Edmonton River Valley is the first of its kind in Canada. They offer an experience of Edmonton’s local sights and sounds that is sure to make a lasting impression.
The Edmonton arts scene goes well beyond grand venues. The city buzzes with grassroots arts, and has a great respect for indie music.
Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more. In 2012, Edmonton co-hosted the World Junior Championship in hockey with Calgary, and hosted the Women’s World Baseball Championship. It will also host the 2013 CN Canadian Women’s Open Professional Golf Championship, the 2013 Tim Hortons Brier, the 2015 Pan-American Junior Championships and the 2015 FIFA Women’s World Cup.
EvelineCharles is an Edmonton icon for spa and salon services. Now with 10 locations across Western Canada, EvelineCharles is recognized internationally for leadership in the spa industry.
Edmonton is one of the best cities to view the Aurora borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
The Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Luxury Resorts/ Spa & Wellness
Close to Nature/ Snow Activities/Golf
Local Lifestyles/ Shopping
Major Events/ Sports & Entertainment
Discover the elegance of tradition at two of Edmonton’s most luxurious properties, the historical Fairmont Hotel Macdonald and the Union Bank Inn.
Edmonton is a gateway to the majestic Canadian Rockies, pristine lakes, historic rivers and northern adventures – via road or air to Jasper National Park.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments and 10 world- class attractions.
Edmonton hosts the largest and longest- running Fringe Festival of its kind in North America. Attracting over 600,000 visitors, The Edmonton Fringe Theatre Festival is the first and largest fringe in Canada (established in 1982).
Healing Waters Spa is a holistic day spa offering a wide range of unique services and treatments. The Hammam Experience infuses old world traditional treatments with modern day services, giving the highest quality of service within a luxurious setting.
The region has more than 84 golf courses, including the oldest municipal course in Canada. With mid-summer daylight lasting 17 hours, Edmonton attracts avid and new golfers alike.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally- inspired menus including Alberta’s world- famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Edmonton Folk Music Festival is a four-day outdoor music extravaganza that attracts more than 100,000 music lovers. Situated in the scenic river valley, this annual music festival has sold out every year for over a decade and is Canada’s largest folk music festival. Music legend John Prine calls it the best musical festival in the world.
Edmonton is the capital of the Canadian province of Alberta and is the province’s second-largest city with a population of over 1 million people. Edmonton is the gateway to the majestic Canadian Rockies, via road, air and Via Rail’s famed cross-country “The Canadian.” Luxurious mountain hotels and resorts with spectacular spa facilities await you.
Edmonton offers fun outdoor winter activities, such as exploring the river valley on a Segway, hitting the slopes at the Edmonton Ski Club or Snow Valley or snow-tubing at Sunridge Ski Area.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
With our outstanding facilities, including the 18K seat Rexall Place and 60K seat Commonwealth Stadium, Edmonton can host large scale indoor and outdoor concerts and international events.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
Home to national league sports teams – Oilers, Eskimos, Rush, Oil Kings.
Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high-end shops to local designers.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Social Sampler Australia
They are more interested in nature and culture and less interested in luxury or being active outdoors. Australian Social Samplers like to focus on the “must-see” attractions, prefer to visit sites of
historical significance and are most interested in beautiful landscapes, local lifestyles, historical/cultural attractions, local flavours and parks/heritage sites.
Edmonton offers:
Beautiful Landscapes/ Parks
Local Lifestyles Historical/
Cultural Attractions
What makes this believable?
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.
The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments, and 10 world-class attractions.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Edmonton hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture and winter.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Village.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes/ Parks
Local Lifestyles Historical/
Cultural Attraction Edmonton is a gateway to the majestic, Canadian Rockies, pristine lakes, historic rivers and northern adventures – via road or air to the pristine Jasper National Park.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues and a thriving nightlife.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Expect all kinds of family fun – every season. Bring the kids to the International Children’s Festival, K-Days summer exhibition, Winter Light Festival and of course the Santa Claus Parade.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Positioning: Social Sampler China
They are more interested in nature and culture and less interested in luxury or being active outdoors. Chinese Social Samplers like to focus on the “must-see” attractions, prefer to visit sites of
historical significance and are most interested in beautiful landscapes, local lifestyles, historical/cultural attractions, local flavours, and parks/heritage sites.
Edmonton offers:
Beautiful Landscapes/ Parks
Local Flavours/ Attractions
Historical/ Cultural Attractions
What makes this believable?
North America’s largest urban parkland, Edmonton’s River Valley is 22 times larger than New York’s Central Park with 160 km of trails on which you can enjoy walks, bike rides, picnics, segway tours, jet boating, golf, snowshoeing, cross-country skiing and more.
Edmonton is home to several unique districts, showcasing everything from arts and culture, to the natural beauty of our river valley. Some of our most notable neighbourhoods include 124th Street’s unique shops and gorgeous tree-lined street and Old Strathcona, Edmonton’s historic hub.
Fort Edmonton Park is Canada’s largest living history museum that features more than 70 period buildings – from four different eras in time – on 58 acres of land. Several scenes for The Assassination of Jesse James, starring Brad Pitt, were filmed in Fort Edmonton Park.
Elk Island National Park is a beautiful oasis home to over 250 species of birds and herds of free roaming plains bison, wood bison, moose, deer and elk. With the exception of the Serengeti plains of Africa, Elk Island has the highest density of hoofed mammals per square km than any other wild area in the world. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.
The Edmonton arts scene goes well beyond grand venues. This city buzzes with grassroots arts, and has a great respect for indie music.
West Edmonton Mall is North America’s largest entertainment and shopping centre and Alberta’s number-one tourist attraction featuring over 800 stores and services, over 100 eating establishments, and 10 world-class attractions.
Edmonton is one of the best cities to view the Aurora Borealis. Weather permitting; the lights can be viewed almost every second or third night during the winter months.
Old Strathcona is both a Provincial Historic Area as well as an arts district, with a popular year-round Farmer’s Market, eight theatre companies performing out of four venues, and a thriving nightlife.
Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, the Royal Alberta Museum, and the award-winning Ukrainian Cultural Village.
Edmonton Tourism Key Messages: Explorer Quotient Profiles
December 31, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495
Beautiful Landscapes/ Parks
Local Lifestyles Historical/
Cultural Attractions Edmonton is a gateway to the majestic Canadian Rockies pristine lakes, historic rivers and northern adventures – via road or air to the pristine Jasper National Park.
Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionally-inspired menus including Alberta’s world-famous beef. Two of the city’s most popular festivals are A Taste of Edmonton and Heritage Festival offering dazzling food and beverage options from Edmonton eateries.
The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892 – 1930).
Just outside of Edmonton, Kalyna Country is three times the size of Prince Edward Island and is Canada’s largest eco-museum, home to more than 40 designated informal natural areas.
One of the city’s most popular festivals, over 500,000 visitors take in A Taste of Edmonton’s 10 days of dazzling food and beverage options from Edmonton eateries, accompanied by entertainment in the heart of downtown Edmonton.
Alberta’s Legislature Building, which celebrated its centennial in 2012, is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.
Royal Alberta Museum – Syncrude Gallery of Aboriginal Culture: Spanning an era of more than 11,000 years and 500 generations, it’s unlike most others exhibition in Canada: there are more than 3,000 artifacts to see while recordings and interactive computer technology transport visitors from the last Ice Age to current times.
