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Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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 Farmers’ 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 worldclass 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.

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 treelined streets and Old Strathcona, Edmonton’s historic hub.

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.

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 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.

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.

What makes this believable?

September 28, 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 longestrunning 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.

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 regionallyinspired menus including Alberta’s worldfamous 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.

Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high end shops to local designers.

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.

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 outof-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.

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 one of the top five most family-friendly cities in the country. Kidfriendly 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).

The Edmonton International Street Performers Festival is Canada’s oldest celebration of street theatre.

Back by popular demand, the Edmonton Indy event welcomes the return of the NASCAR Canadian Tire Series. At the 2012 Edmonton Indy, the NASCAR Canadian Tire drivers challenged the 3.631 km (2.256 miles) 13‐turn course, each day of the event.

Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more – including the Canadian Finals Rodeo, Edmonton Indy and 2013 CN Canadian Women’s Open Professional Golf Championship.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

Cities Close to Nature / Winter 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 the gateway to the majestic Canadian Rockies and pristine Jasper National Park. Accommodations include luxurious mountain hotels and resorts with spectacular spa facilities.

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 regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more – including the Canadian Finals Rodeo, Edmonton Indy and 2013 CN Canadian Women’s Open Professional Golf Championship.

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 hosts more than 30 major festivals throughout the year that celebrate music, theatre, arts, sports, film, culture, and winter.

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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Luxury Resorts / Spa & Wellness

Cities Close to Nature / Winter 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 – 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 worldclass attractions.

Edmonton hosts the largest and longestrunning 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 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 regionallyinspired menus including Alberta’s worldfamous 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 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.

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 18,000-seat Rexall Place and 60,000-seat Commonwealth Stadium, Edmonton can host large scale indoor and outdoor concerts and international events.

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.

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 Home to national league sports teams – districts, showcasing everything from arts Oilers, Eskimos, Rush, Oil Kings, Energy. 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.

Sophie’s Rubies shopping tours offer Back by popular demand, the Edmonton customized luxury shopping excursions from Indy event welcomes the return of the high-end shops to local designers. NASCAR Canadian Tire Series. At the 2012 Edmonton Indy, the NASCAR Canadian Tire drivers challenged the 3.631 km (2.256 miles) 13‐turn course, each day of the event. A crowd favourite that will bring some of Canada’s best stock car drivers back to Edmonton to experience the new track configuration introduced in 2011.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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 worldclass attractions.

September 28, 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 – via road or air to the pristine 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 treelined 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 awardwinning 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 regionallyinspired menus including Alberta’s worldfamous 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 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.

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 outof-towners simply make their own way along Whyte Avenue, to check out what Edmonton’s night clubs and distinct nightlife is all about.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles Positioning: Social Sampler Mexico These travellers enjoy spending time with family and friends in a safe environment and will plan their trip well in advance. Travel is about connecting with the ones they love while experiencing key local sights along the way. Social Samplers are interested in historical and cultural attractions, as well as local flavours. Given that they are travelling as a group, they will often opt for guided group tours. Most interested in beautiful landscapes/waterscapes, local flavours, landmarks, historical or cultural attractions, parks and heritage sites, hunting/fishing, golfing, cities close to nature, learning/exploring. Less interested in skiing/snowboarding, entertainment.

Edmonton offers: Learning & Exploring / Family / Golf

Beautiful Landscapes / Cities Close to Nature

Local Lifestyles

Historical & Cultural Attractions / Landmarks

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.

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.

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.

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.

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 worldclass attractions.

Expect all kinds of family fun – every season. Bring the kids to the International Children’s Festival, Capital EX summer exhibition, Winter Light Festival, and of course The Santa Claus Parade.

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, Royal Alberta Museum, and the awardwinning Ukrainian Cultural Heritage Village.

What makes this believable?

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Learning & Exploring / Family / Golf

Beautiful Landscapes / Cities Close to Nature

Local Lifestyles

Historical & Cultural Attractions / Landmarks

Prairie Gardens and Adventure Farm is a working 35-acre family farm with greenhouses, garden centre, strawberry U-Pick, and pumpkin patch with a 70-acre Corn Maze.

Edmonton is a gateway to the majestic Canadian Rockies – 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 night life.

The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892-1930).

Travel back in time to Jurassic Forest, a 40-acre prehistoric preserve with gigantic, life-sized and startlingly realistic dinosaurs. Families will watch dinosaurs in action, dig for ancient remains, camp and picnic in a land populated with plants and animals that ruled the planet 250 million years ago.

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 regionallyinspired menus including Alberta’s worldfamous 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.

Muttart Conservatory offers a spectacular botanical display including one of North America’s largest collections of orchid species.

TELUS World of Science - Edmonton is home to the largest dome theatre in North America and has Canada’s first IMAX Theatre. In Fall 2012, Edmonton will be one of two North American cities to host Star Wars Identities exhibition.

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 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.

The magnificent Art Gallery of Alberta houses nearly 6,000 permanent pieces of art and features world-class exhibits.

Celebrating its centennial in 2012, Alberta’s Legislature Building is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles Positioning: Free Spirit UK In addition to Canada’s beautiful landscapes, they enjoy luxury holidays, first-class resorts, spas/wellness, and sporting events. They also like a game of golf or skiing, but likely as part of a resort stay. 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.

Edmonton regularly hosts major international athletic competitions and sporting events in track & field, curling, soccer, golf, rugby and more – including the Canadian Finals Rodeo, Edmonton Indy and 2013 CN Canadian Women’s Open Professional Golf Championship.

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.

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.

September 28, 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 worldclass attractions.

Edmonton hosts the largest and longestrunning 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 regionallyinspired menus including Alberta’s worldfamous 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 Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.

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.

Home to national league sports teams – Edmonton is home to several unique Oilers, Eskimos, Rush, Oil Kings, Energy. 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. Celebrating its centennial in 2012, Alberta’s Sophie’s Rubies shopping tours offer customized luxury shopping excursions from Legislature Building is set amidst 23 hectares of parkland and historical monuments, and high-end shops to local designers. marks the seat of government in Edmonton as Alberta’s capital city. 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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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.

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.

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.

Edmonton offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionallyinspired menus including Alberta’s worldfamous 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 winOing 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 longestrunning 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).

What makes this believable?

September 28, 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 treelined 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.

Celebrating its centennial in 2012, Alberta’s Legislature Building 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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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, rugby and more – including the Canadian Finals Rodeo, Edmonton Indy and 2013 CN Canadian Women’s Open Professional Golf Championship.

The Ukrainian Cultural Heritage Village is a multi-award winOing 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.

What makes this believable?

September 28, 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 longestrunning 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 worldclass attractions.

The Boardroom is one of the top men’s spa’s 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 much 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 regionallyinspired menus including Alberta’s worldfamous 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 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.

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 treelined streets and Old Strathcona, Edmonton’s historic hub.

Celebrating its centennial in 2012, Alberta’s Legislature Building is set amidst 23 hectares of parkland and historical monuments, and marks the seat of government in Edmonton as Alberta’s capital city.

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 outof-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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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 offers: Luxury & Pampering

Beautiful Landscapes / Outdoor Adventures

Local Flavours / Entertainment Experiences

Shopping / 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.

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.

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.

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.

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 worldclass attractions.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Luxury & Pampering

Beautiful Landscapes / Outdoor Adventures

Local Flavours / Entertainment Experiences

Shopping / Attractions / Landmarks

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 worldclass exhibits.

Edmonton offers many opportunities for time travel through our historical attractions such as Fort Edmonton Park, Royal Alberta Museum, and the awardwinning 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 offers a truly cosmopolitan variety of restaurants and fine cuisine from more than 50 ethnic groups. Many of these feature organic selections and regionallyinspired menus including Alberta’s worldfamous 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.

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.

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.

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 our outstanding facilities, including the 18,000-seat Rexall Place and 60,000-seat Commonwealth Stadium, Edmonton can host larges scale indoor and outdoor concerts and international events. Edmonton hosts the largest and longestrunning 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). 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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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 worldclass attractions.

What makes this believable?

September 28, 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 longestrunning 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, rugby and more – including the Canadian Finals Rodeo and Edmonton Indy.

Celebrating its centennial in 2012, Alberta’s Legislature Building 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 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 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 outof-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. Sophie’s Rubies shopping tours offer customized luxury shopping excursions from high-end shops to local designers. Back by popular demand, the Edmonton Indy event welcomes the return of the NASCAR Canadian Tire Series. At the 2012 Edmonton Indy, the NASCAR Canadian Tire drivers challenged the 3.631 km (2.256 miles) 13‐turn course, each day of the event. A crowd favourite that will bring some of Canada’s best stock car drivers back to Edmonton to experience the new track configuration introduced in 2011. 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. September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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. Elk Island Retreat has five tipis that are situated in secluded areas, this makes for a unique camping experience.

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 winOing 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.

Downtown arts district boasts several performance venues that attract in-demand acts and productions from across Canada and around the world.

What makes this believable?

September 28, 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 is a gateway to the majestic Canadian Rockies – via road or air to the pristine Jasper National Park.

Edmonton hosts the largest and longestrunning 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 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.

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 regionallyinspired menus including Alberta’s worldfamous 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 worldclass 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.

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.

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. 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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Edmonton Tourism Key Messages: Explorer Quotient Profiles 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

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.

The Edmonton arts scene goes well beyond grand venues. The 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 worldclass 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, Royal Alberta Museum, and the awardwinning Ukrainian Cultural Heritage Village.

What makes this believable?

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


Beautiful Landscapes / Parks

Local Lifestyles

Edmonton is a gateway to the majestic Canadian Rockies – 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.

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 regionallyinspired menus including Alberta’s worldfamous 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.

Historical / Cultural Attractions The Ukrainian Cultural Heritage Village is a multi-award winning provincial historic site that showcases the Ukrainian settlement in East Central Alberta (1892-1930).

Expect all kinds of family fun – every season. Bring the kids to the International Children’s Festival, Capital EX summer exhibition, Winter Light Festival, and of course the Santa Claus Parade.

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.

September 28, 2012 For updates, please contact the Communications Coordinator in External Relations 780.969.0495


EQ Message Map 2012