On October 19, Grande Prairie Regional Tourism Association is bringing in global researcher and two-time bestselling author David Allison to unpack what his Valuegraphics research reveals about the people who visit, live in, and invest in Northwestern Alberta.
You’re invited because you’re already part of this story.
David’s research firm works with organizations including Google, PayPal, and the United Nations Foundation. He’s brought that same data-driven approach here, to help us understand how to engage, motivate, and reach the people this region needs.
Breakfast and David’s keynote are open to the public. Tickets are available for purchase on this page.
The workshop is reserved for tourism operators only. If that’s you, check your email for your VIP invite and RSVP if you haven’t already.
David Allison is a human values expert, global researcher and two-time bestselling author who studies what truly drives people’s decisions and behaviours.
As founder of the Valuegraphics Research Company, he pioneered a new approach to understanding audiences based on shared values rather than demographic stereotypes. His research has been used by organizations including Google, PayPal, lululemon and the United Nations Foundation and featured by the World Economic Forum, Forbes and Harvard Business Review.
This fall, David is turning that lens on Northwestern Alberta, sharing new insights into what our audiences value and how we can better engage them.
David will reveal what the Valuegraphics data tells us about the people most likely to visit Northwestern Alberta—and what those findings mean for the future of our region.
You’ll leave with a better understanding of the people our region wants to reach—and what may inspire them to choose Northwestern Alberta.
“We’ve conducted new research into the people most likely to visit Northwestern Alberta, and we now know what will engage, motivate and inspire them. This event is my first opportunity to share those findings with you. The keynote will reveal what we discovered, and the workshop will help you turn those insights into a practical plan to attract more of these visitors to your business.” - David Allison, Founder, Valuegraphics Research Company
Attracting people to Northwestern Alberta isn’t the work of one organization or industry. It takes businesses, communities and regional leaders working from a shared understanding of who we want to reach, and what will motivate them to choose this region.
This event is designed for:
Whether you market a business, develop visitor experiences, make decisions for your community or help tell Northwestern Alberta’s story, you’ll leave with research and practical tools you can put to work.
If you’re a current GPRTA member, this is where 2027 renewal starts. If you’re not yet a member, this is a good place to see what a membership actually gets you, and to become part of the region’s tourism story directly.
Renewing or joining takes less time than your coffee break. Pick one below.