Expedition worked with Fort McMurray Tourism and industry stakeholders to develop a regional tourism asset inventory and product development plan for the Wood Buffalo Region. The project included creation of a comprehensive tourism asset inventory, which was then evaluated using tiered market readiness criteria to identify the highest potential experiences. Detailed action plans were developed for the top nine product opportunities and the destination as a whole. A clear vision was established that will guide product development in the region for the next 10 years.
It was recognized that the Region was missing a destination-wide vision for tourism product development. Short and long-term visions were developed to guide the Region into the future.
The plan summarized changes that need to occur including action items and quick wins that will encourage this shift. The plan identifies specific initiatives which lay out a clear path for implementation.
As a direct result of this project, Fort McMurray Tourism has a comprehensive tourism asset inventory for the Region that identifies 313 assets across 15 unique product categories.
Photo Credits: Travel Alberta / Darren Roberts @darren_roberts