THEMED TOURISM PRODUCT GAP ANALYSIS FOR NORTHEAST ALBERTA

THEMED TOURISM PRODUCT GAP ANALYSIS FOR NORTHEAST ALBERTA «ANALYSE DE DÉFICIENCE, PRODUITS TOURISTIQUES THÉMATIQUES POUR LE NORD-EST DE L ALBERTA» Prepared by: Prepared for: Alberta Tourism, Parks and Recreation Conseil de Développement Économique d Alberta Alberta s Lakeland Destination Marketing Organization In association with: CONSULTING FEBRUARY 2011

The Themed Tourism Product Gap Analysis for Northeast Alberta report contains the following sections. L Analyse de déficience, produits touristiques thématiques pour le Rapport du Nord-est de l Alberta contient les sections suivantes. Main Report ( Rapport principale ) Opportunity Profiles ( Profils d opportunités ) o The French Connection o Market Ready/Working with the Travel Trade o Métis Crossing Expansion o Pioneer to Plate o Web Presence French Translations o Sommaire exécutif «Executive Summary o La connexion française «The French Connection» o Marche mûr /Travaillant avec l industrie de voyage «Market Ready/Working with the Travel Trade» Alberta s Lakeland Tourism Product Spatial Database Report ( Rapport produit touristique base de données spatiale»)

Themed Tourism Product Gap Analysis for Northeast Alberta Prepared for: Alberta Tourism, Parks and Recreation Conseil de Développement Économique d Alberta Alberta s Lakeland Destination Marketing Organization Prepared by: In association with: CONSULTING FEBRUARY, 2011

TABLE OF CONTENTS 1 INTRODUCTION... 1 1.1 BACKGROUND... 1 1.2 PURPOSE OF THE ENGAGEMENT... 1 1.3 PROJECT OBJECTIVES... 1 1.4 METHODOLOGY AND TASKS... 2 1.5 ORGANIZATION OF THE REPORT... 2 2 THE THEMED TOURS... 4 2.1 THE CULTURAL EXPERIENCE OF THE MÉTIS PEOPLE OF ALBERTA... 4 2.2 RELIVING THE PIONEER DAYS TOUR... 4 2.3 TRAILS OF 1885 TOUR... 4 2.4 THEMED TOUR DEVELOPMENT... 5 2.5 THEMED TOUR MARKETING AND PROMOTION... 5 2.6 IMPORTANCE OF MARKET READY/TESTED PRODUCT... 6 3 REGIONAL SITUATION ASSESSMENT... 7 3.1 INTRODUCTION... 7 3.2 REGIONAL OVERVIEW... 8 3.3 THE REGIONAL POPULATION... 10 3.4 URBAN CENTERS/HUBS... 12 3.4.1 Town of Bonnyville... 13 3.4.2 City of Cold Lake... 13 3.4.3 Hamlet of Lac La Biche... 13 3.4.4 City of Lloydminster... 14 3.4.5 Town of Smoky Lake... 14 3.4.6 Town of St. Paul... 14 3.4.7 Town of Vermilion... 15 3.4.8 Regional Travel Distance Overview... 15 3.5 THE REGIONAL ECONOMY... 16 3.5.1 Municipal District of Bonnyville No. 87... 16 3.5.2 Lac La Biche County... 16 3.5.3 Smoky Lake County... 16 3.5.4 County of St. Paul No. 19... 16 3.5.5 Regional Economic Alliances... 16 3.5.6 Labor Force... 17 3.6 THE TOURISM ECONOMY IN ALBERTA S LAKELAND... 17 3.6.1 Origin of Visitors... 18 3.6.2 Purpose for Overnight Travel... 19 3.6.3 Visitor Expenditures... 19 3.6.4 Seasonality... 20 3.6.5 Accommodation... 20 3.6.6 Regional Visitor Information Statistics... 21 3.6.7 Origin of Visitors: Stakeholder Observations/Interpretation... 21 3.6.8 Trip Motivators and Niche Markets... 21 3.7 THE REGIONAL SITUATION: SUMMARY AND CONCLUSIONS... 22

4 TOURISM SUPPLY... 24 4.1 INTRODUCTION... 24 4.2 ATTRACTIONS... 24 4.3 PROMOTION... 25 4.4 INFORMATION... 26 4.5 TRANSPORTATION... 26 4.5.1 Ground Transportation... 26 4.5.2 Air Service... 27 4.6 SERVICES... 28 4.6.1 Campgrounds/RV Parks... 28 4.6.2 Fixed Roof Accommodation... 29 4.6.3 Food and Beverage... 30 4.7 TOURISM SUPPLY: SUMMARY AND CONCLUSIONS... 30 5 MARKET ASSESSMENT... 32 5.1 CULTURAL TOURISM... 32 5.2 EUROPEAN CULTURAL MARKETS... 33 5.2.1 France... 34 5.3 LONG-HAUL CANADA AND REGIONAL CULTURAL TRAVEL... 36 5.3.1 Quebec/Francophone Canada Cultural Market... 38 5.4 THE ALBERTA MARKET... 39 5.4.1 Greater Edmonton Region... 40 5.5 ABORIGINAL TOURISM - EUROPEAN INTERNATIONAL MARKET... 41 5.5.1 Aboriginal Tourism - Regional... 43 5.6 MARKET ASSESSMENT: SUMMARY AND CONCLUSIONS... 44 6 PRODUCT MARKET MATCH... 45 6.1 INTRODUCTION TOURISM SWOT... 45 6.2 SITE VISITS OVERVIEW... 46 6.3 REGIONAL SWOT EVALUATION... 46 6.4 THEMED TOUR EVALUATION... 50 6.4.1 Themed Tour Product/Market Match... 50 6.4.2 Themed Tour Evaluation: Summary and Conclusion... 54 6.5 SUMMARY AND RECOMMENDATIONS... 56 7 OPPORTUNITY PROFILES... 57 8 APPENDICES... 59

Themed Tourism Product Gap Analysis for Northeast Alberta EXECUTIVE SUMMARY INTRODUCTION In 2009, Alberta s Lakeland Destination Marketing Organization (DMO) and le Conseil Développement Économique d Alberta (CDEA) collaborated with a private sector tour operator to create two packaged, guided tour experiences - Cultural Experience of the Métis People of Alberta and Reliving the Pioneer Days in Alberta- designed to appeal to the francophone markets primarily from France and Quebec. A third tour Trails of 1885 is in the concept stage. The purpose of the Themed Tourism Product Gap Analysis for Northeast Alberta Report was to conduct an inventory and gap analysis of tourism products, services, and infrastructure in Alberta s northeast region, and identify appropriate development opportunities to build on and enhance the three themed trails in the region as indicated by market demand. In preparation for the report, the consultants spent nine (9) person days touring the region and received feedback through a workshop and extensive telephone interviews with regional stakeholders, including tourism operators, Economic Development Officers, community agencies, Destination Marketing Organizations (regional to federal) and government. Key findings from the report are as follows. THE THEMED TOURS Assessment for the themed tours included interviews with knowledgeable sources including the Canadian Tourism Commission (CTC), the CTC sales agent in France, Travel Alberta International and Regional, and receptive tour operators. All interviewees indicated that the activities outlined in the two established tours were very desirable, interactive, and authentic experiences. However, many of those proposed experiences do not currently exist that is they are custom, non-established products arranged by the initial receptive operator and cannot be experienced on a regular basis by independent travellers to Alberta s Lakeland and have not been market tested. Furthermore, each tour is attached to a date-specific event, which restricts their sale to those specific time periods. ALBERTA S LAKELAND REGIONAL ASSESSMENT The natural factors in the region include a number of recreational lakes and forest assets, pleasant rolling and pastoral landscapes, and one of Alberta s legendary and historic rivers - the North Saskatchewan River. In essence, Alberta s Lakeland is different, and unique, from other regions in Alberta. i

Themed Tourism Product Gap Analysis for Northeast Alberta The regional economy is characterized by high levels of employment in resource-based and agriculture sectors, and lower than average employment in manufacturing, wholesale trade, finance and real estate, and business services. Essentially, this is a resource hinterland economy supporting the large urban centers of Alberta and Canada. The leisure tourism economy is centered on outdoor recreation. Most visitors originate in Alberta (91%) with very few (1%) from overseas origins. Visiting Friend and Relatives (VFR) is a high (47%) main trip purpose, and this is also reflected in the accommodation data, with some 70% of overnight visitors staying at the homes of friends or relatives. ALBERTA S LAKELAND TOURISM SUPPLY Key attracting aspects for the region are the lakes, campgrounds, and the Iron Horse Trail. There are a number of general history museums, community events, and historic assets and sites. A critical fact to consider is that Alberta s Lakeland does not have a major attractor. Transportation services include good highways throughout the region, but there are few rest stops with viewpoints on key roadways and limited tourism highway signage, including interpretive signs that provide a sense of region. Air services are limited to charter service except in Lloydminster and Cold Lake and the region is far from both of Alberta s gateway airports (Edmonton and Calgary). The region supports recreational visitors from local and regional origins and from the greater Edmonton region in an adequate fashion. The region has few tourism assets that are developed to the level of expectation of long-haul national and international markets; rather the tourism service infrastructure is geared to serve the business and leisure markets the region now receives. ALBERTA S LAKELAND THEMED TOUR MARKET ASSESSMENT The themed tours appeal to an identified market segment the Cultural Tourist. Cultural Tourists, described in broad terms, have a world of cultural experiences at their command, as many destinations compete for and target these older, wealthier, higher spending, and experienced travelers. Findings relevant to the themed tours are: The international French cultural segment to Canada is small; focused first on Quebec experiences and then on iconic Canadian destinations (e.g., Alberta Rockies). However the French have a definite appetite to connect with the ancestral French influence (e.g., voyageurs) in addition to seeing wonderful scenery, interacting with local people, and visiting Aboriginal attractions; The themed tours offer exciting and highly active experiences that would transcend the French market and resonate within the European cultural tourism market in general; ii

Themed Tourism Product Gap Analysis for Northeast Alberta Long-haul Canadian cultural markets, travelling to western Canada, are looking for destinations with lots to see and do, in addition to the authentic cultural experiences they seek architecture, local events, dining, and shopping. Alberta s Lakeland has desirable historic, cultural product but there is limited positioning and promotion of the cultural attributes of the region. ALBERTA S LAKELAND SWOT ASSESSMENT The SWOT (strengths, weaknesses, opportunities, and threats) analysis produced the following key observations. Alberta s Lakeland is close to the greater Edmonton area (a major population center), with an anticipated population increase to 1.25 million residents by 2020. Research indicates this population supports a strong number of cultural travelers within Alberta, and with potential for Alberta s Lakeland. Alberta s Lakeland is strongly positioned in the minds of the regional market as a desirable outdoor recreation area, anchored by the Iron Horse Trail. Conversely there is a definite lack of positioning and promotion of the cultural aspect of the region. Alberta s Lakeland is home to five historic sites located on authentic historic ground that cannot be duplicated elsewhere in the world. However, while these attractions offer some interpretive activities, the experiences are not as immersive or sophisticated as desired by the cultural market. There is a definite French influence in the Alberta s Lakeland (from community names to hearing the language spoken frequently), which could be a value added proposition for francophone travelers. CDEA has a key role in supporting the efforts of francophone stakeholders to develop and market the francophone experience in the region. Alberta s Lakeland has an established Destination Marketing Organization with good support from tourism operators, communities, government agencies and key stakeholders such as CDEA. Alberta s Lakeland is out of the way when it comes to itineraries for the international traveler (e.g., distance from Edmonton and Calgary international airports and the fact that international visitors would still want to include western Canada icons in their trips). There is a lack of understanding by Alberta s Lakeland industry regarding how tour wholesalers/operators create, market and deliver tours and of the importance of market readiness implications on the long-haul, and to a certain extent, regional markets. iii

Themed Tourism Product Gap Analysis for Northeast Alberta With the Internet acknowledged as a key planning tool for Cultural Tourists, and most other tourism market segments, Alberta s Lakeland website is not technologically capable of positioning and promoting the full attributes of the region. CONCLUSION Based on the project research and stakeholder input, it was determined there were fundamentals beyond the specific themed tours that required addressing to assist Alberta s Lakeland in expanding their positioning and engaging their operators. To that end, five opportunity profiles were identified and corresponding reports issued, as separate documents, to respond to the objectives. 1. Working towards Market Readiness Gap: Tourism operators along the themed tour routes and across Alberta s Lakeland have limited understanding of what it means to be market ready for the independent cultural traveler and packaged cultural tour. Opportunity: To develop a high-level strategy for increasing market readiness among operators on the themed tours as well as in the region. 2. From Pioneer to Plate Gap: Alberta s Lakeland has many agri-producers and food establishments. Currently these operators do not promote their product and food services as they would relate to the themed tours and the cultural tourist market. Opportunity: To develop a high-level strategy to define ways to connect local produce and protein producers and the food establishments to leverage their respective efforts in support of the themed tours and the cultural tourism market. 3. The French Connection Gap: The themed tours seek to showcase francophone history and culture in northeast Alberta. Opportunity: To develop high-level strategies to enable attractions, services, and activities with a French connection to realize their potential as part of Alberta s Lakeland tourism product mix, including the existing themed tours. 4. Web Presence Gap: The cultural experience in Alberta s Lakeland is not well positioned or clearly defined on the DMO website (www.albertaslakeland.com). Opportunity: To conduct a high-level evaluation of the DMO website and present concepts and recommendations on how to maximize the website and develop an Internet strategy. iv

Themed Tourism Product Gap Analysis for Northeast Alberta 5. Métis Crossing Expansion Gap: The themed tours include cultural products and experiences that do not actually exist. Opportunity: To increase Métis Crossing s positioning as a key attractor in the area to anchor the cultural product by providing a high-level assessment for the development of on-site soft roof accommodation (e.g., trapper s tents, tepees) complete with authentic culinary experiences and cultural programming (e.g., voyageur canoe experience). v

Themed Tourism Product Gap Analysis for Northeast Alberta 1 INTRODUCTION 1.1 Background In 2009, Alberta s Lakeland Destination Marketing Organization (DMO) and le Conseil de Développement Économique d Alberta (CDEA) collaborated with a private sector tour operator to develop two themed tours in northeast Alberta: Cultural Experience of the Métis People of Alberta; Reliving the Pioneer Days in Alberta. The focus of the themed tours was to create packaged, guided tour experiences for francophone markets primarily from France and Quebec. The tour operator created itineraries, activities and experiences with the belief that these experiences would appeal to the targeted markets. The original intent was to pilot the tours in 2009 and offer them for sale in the 2010 season. In July 2010 in association with (WMC) was retained by Alberta Tourism, Parks and Recreation (ATPR) to conduct a gap analysis of the themed tours. ATPR managed the assignment on behalf of and in collaboration with Alberta s Lakeland Destination Marketing Organization (DMO) and CDEA. The assignment was conducted between August 2010 and January 2011. 1.2 Purpose of the Engagement The purpose of the engagement was to conduct an inventory and gap analysis of tourism products, services, and infrastructure in Alberta s northeast region, and identify appropriate development opportunities to build on and enhance three themed tours in the region: 1. Cultural Experiences with the Métis People of Alberta; 2. Reliving the Pioneer Days in Alberta; 3. Trails of 1885. 1.3 Project Objectives The objectives for this project were as follows: Identification of gaps in the tourism product, infrastructure, and services offered in the region, including geographic and seasonal gaps; Identification of appropriate development opportunities that build on and enhance the themes of the tours; Identification of opportunities for product development within the themed tours as indicated by market demand; Identification of opportunities to expand the tours into shoulder and off-season; 1

Themed Tourism Product Gap Analysis for Northeast Alberta Presentation of information in a way that makes it accessible to Alberta s Lakeland DMO, CDEA and private industry to use in order to foster the development of packaged tours and self-drive tours for independent travelers, and encourage new and enhanced tourism businesses and/or products in the region. 1.4 Methodology and Tasks The principal components of the methodology are outlined below. After completing a comprehensive review of secondary material, the consultants spent a total of nine (9) person days touring the region and the proposed themed tours. A GPS-based inventory of existing and potential tourism products as viewed during the site visit or discovered during subsequent research was collected for inclusion in the ATPR Tourism Information System and the Recreation and Tourism Features Inventory. Interviews were held on-site and via telephone with key stakeholders (operators, municipalities, etc.) based on an interview guideline to obtain stakeholder input relative to the specific themed tours and regional tourism development opportunities. Market research interviews were conducted with Insignia Research, the Canadian Tourism Commission, Travel Alberta International, Travel Alberta Regional, Alberta Tourism Parks and Recreation and tour operators. A workshop with regional stakeholders was held to review findings, assess potential and determine the level of support for emerging concepts. Meetings with the client committee provided further direction, and led to the identification of five opportunities to address in further detail; High level product development opportunity profiles addressed five opportunities for tourism development in the region. 1.5 Organization of the Report The report is organized in the following chapters: Chapter 2.0 Themed Tours: This chapter provides an overview of the themed tours, including the development and marketing/promotion process. Chapter 3.0 Regional Situation Assessment: This chapter addresses the existing situation in the region, provides an overview of the regional economy, and an analysis of tourism sector statistics. Chapter 4.0 Tourism Supply: This chapter provides analysis of existing tourism supply of Alberta s Lakeland. 2

Themed Tourism Product Gap Analysis for Northeast Alberta Chapter 5.0 Market Assessment: This section provides an overview of the tourism markets for the themed tours and Alberta s Lakeland. Chapter 6.0- Product Market Match: This chapter includes the SWOT evaluation, the productmarket match of the themed tours, the gap assessment and an outline of opportunities. Chapter 7.0 Product Development Opportunity Profiles: This chapter introduces the five opportunity profiles, each of which is a separate document associated with this report. Appendices: Several appendices contain inventory and assessment components of the project. 3

Themed Tourism Product Gap Analysis for Northeast Alberta 2 THE THEMED TOURS Two tours were developed in conjunction with the CDEA, Alberta s Lakeland DMO and a receptive tour operator. The third product, Trails of 1885 Tour is in a concept stage but could utilize some of the activities and experiences defined in the other tours. The two themed tours, Cultural Experience of the Métis People of Alberta and Reliving the Pioneer Days in Alberta, were created to appeal to the international market of France and French-speaking Canada. The themed tours and the Trails of 1885 concept would consider the cultural and/or heritage tourism market segments as potential buyers of the products. 2.1 The Cultural Experience of the Métis People of Alberta The Cultural Experience of the Métis People of Alberta Tour is a 6-day tour outlined in Appendix A and presented as follows. Cultural Experience with the Métis People of Alberta is a unique eco-tour, the first of its kind in Alberta, created to allow the voyageurs of today to discover the origins and identity of the Métis and their culture, which is still very much alive. This tour takes place in the north-east of Alberta, a beautiful region with welcoming people, still untouched by tourism and very authentic. Let the journey begin... 2.2 Reliving the Pioneer Days Tour The Reliving the Pioneer Days Tour is an 8-day tour outlined in Appendix B and presented as follows. Reliving the Pioneer Days is a unique eco-tour, the first of its kind in Alberta. It was created for today s voyageur to meet very welcoming Franco-Albertans, Aboriginal and Métis people. Experience the way French Canadians lived when they first came to Alberta in the 18th century. This tour takes place in North-eastern Alberta, a beautiful region unspoiled and breathtaking. Let the journey begin 2.3 Trails of 1885 Tour The Trails of 1885 organization was established in 2008 to pull together sites, locations, festivals, and events that are linked together by the history of 1885. Spanning three provinces (Manitoba, Saskatchewan, and Alberta) the "stories" of 1885 are told to visitors from around the world. A Saskatchewan tour itinerary example is provided in Appendix C. The Trails of 1885 marketing material lists Fort George/Buckingham House, Frog Lake National Historic Site, Métis Crossing, the Lac La Biche Mission, and Victoria Settlement (Appendix D). Currently there are no established Alberta routes or packaged activities listed in the promotional materials. 4

Themed Tourism Product Gap Analysis for Northeast Alberta 2.4 Themed Tour Development In late 2009 the receptive tour operator toured the region with CDEA and the Alberta s Lakeland DMO to determine routes and activities. Working with the partners the various experience components were established and potential operators identified. In early 2010 the operators were contacted to determine pricing, contacts, etc. Many of the activities outlined in the tours were custom activities, arranged by the receptive operator for the tours. It is important to note these activities do not exist for the independent traveler and have not been market tested. Pricing for the tour is based on the use of a 15-passenger van for transportation and a driver/ guide for groups of 6, 8 or 10 persons. Research indicates the pricing is reasonable for the outlined experience. Pricing was as follows: Cultural Experience of the Métis People of Alberta Tour: $1,750 per person double occupancy group of 8 or $2285 per person single occupancy group of 6. Reliving the Pioneer Days Tour: $2245 per person double occupancy- group of 8 or $2905 per person single occupancy group of 6. 2.5 Themed Tour Marketing and Promotion Initial promotional activities by CDEA and Alberta s Lakeland DMO included a press release (April 2010), forwarding information to key organization partners, and embedding links to the tours on partner and the receptive operator website. While the themed tour details were listed on websites, it is important to note they were only available through one tour operator and were not available for any independent travel within Alberta s Lakeland. The traditional introduction of new tour product occurs during key tradeshows and market places in the year prior to the available dates of the product. Whenever possible, it is provided to potential tour operators to actually experience (e.g., a familiarization tour). Generally it takes approximately three years for a tour to become established that is people have purchased it, experienced it, and generated positive word of mouth. In many instances new regional product requires financial investment from the key stakeholders to assist the tour operator in promoting the new product. The receptive tour operator had already completed its marketing activities and print material for the 2010 season, so was not able to market the tours at the annual industry marketplaces in the last quarter of 2009. The operator did approach industry partners, including Alberta s Lakeland DMO for financial investment to broaden the reach, but industry was shy to invest prior to concrete bookings. As a result, the tour was never formally launched within the market. 5

Themed Tourism Product Gap Analysis for Northeast Alberta 2.6 Importance of Market Ready/Tested Product The receptive operator indicated that there were a couple of initial inquiries regarding the tours in 2010 but no inquiry translated to a sale. The operator indicated support for the tours, however expressed concerns about promoting non-established products and experiences to the travel trade (e.g., tour wholesalers and travel agents). Based on various consumer protection laws in overseas markets, tour operators are bound by those laws to provide the exact experiences that they promote and sell within a tour. Failure to provide the experiences and activities as outlined obliges them to reimburse the client and creates negative publicity in the marketplace. 6

Themed Tourism Product Gap Analysis for Northeast Alberta 3 REGIONAL SITUATION ASSESSMENT 3.1 Introduction This chapter focuses on the host region for the three themed tours and provides a high level overview of products and services within Alberta s Lakeland. The situation assessment was conducted using a concept of the tourism system and the product/market match (illustrated below) following from Dr. Clare Gunn s seminal work in Tourism Planning (Fourth Edition), adapted by with Dr. Gunn s permission and support. All elements of the system are interactive and substantially interdependent. A successful product/market match requires each of the supply-side components to match strongly to the specific characteristics and needs of the target market segments. 7

Themed Tourism Product Gap Analysis for Northeast Alberta 3.2 Regional Overview Alberta s Lakeland is a tourism region located northeast of Edmonton. The region is bordered to the north by Plamondon and Highway #55, to the east by the Saskatchewan/Alberta border, to the south by sections of the Yellowhead Trail (Highway #16) and to the west by Highway 63, the route to Fort McMurray. Alberta s Lakeland encompasses a vast, green fertile area home to numerous lakes and punctuated by towns and villages with a real French connection such as Brosseau, Plamondon, Lac La Biche, St. Paul and Bonnyville. 8

Themed Tourism Product Gap Analysis for Northeast Alberta One tourism anchor is a major recreational trail, the Iron Horse Trail, which is complemented by various other multi-use trails, including the Trans Canadian Snowmobile Trail. Many of the trail systems traverse the twelve provincial parks and recreation areas as well as community recreation areas in the region. Alberta s Lakeland is home to several core cultural historic sites: the Lac La Biche Mission, Victoria Settlement, Métis Crossing and Fort George/Buckingham House. These core sites are supplemented by community museums like the Bonnyville, St. Paul and Dewberry museums, each one housing unique artifacts pertinent to the region. Supported by an extensive paved highway system are interesting roadside attractions like the Elk Point 100-Foot Murals depicting the area history, and one of a kind points of interest such as the Heinsburg Water Tower. The region hosts an array of year round events encompassing many facets of the region and its culture including (but certainly not limited to) Mallaig Haying in the 30 s, the Kikino Silver Birch Rodeo, the Lac La Biche Pow Wow and Fishing Derby, the Bonnyville Pro Chuck Wagon Races, and the Smoky Lake Great White North Pumpkin Fair. While the Counties comprising the region note the gas and oil industry as a major economic influence, there is limited overt presence of gas plants or oil operations. Rather the region is a mix of significant conifer forests, large tracts of agricultural land, and many breathtaking views along the magnificent North Saskatchewan River, and the extensive lake system. Sandy beaches and great fishing are summer lures, with shoulder seasons offering experiences from bird watching to bird hunting and winter providing ample snow to support great snowmobiling and the Kinosoo Ridge Snow Resort. 9

Themed Tourism Product Gap Analysis for Northeast Alberta 3.3 The Regional Population The Statistics Canada 2006 Census Community Profiles indicates that Census Division 12 encompasses most of Alberta s Lakeland region (see map). This section outlines the key characteristics of the population and a brief history of Census Division 12. Census Division 12 has a population of 59,990 people, a land area of 30,046.71 square kilometers, and includes four Alberta districts and eight Reserves (Figure 1). Figure 1: Counties, MDs and Reserves Comprising Census Division #12 Districts/Counties Reserves MD of Bonnyville No. 87 Beaver Lake 131 Puskiakiwenin 122 Lac La Biche County Cold Lake 149 (A and B) Saddle Lake 125 Smoky Lake County Heart Lake 167 Unipouheos 121 St. Paul County No. 19 Kehiwin 123 White Fish Lake 128 Source: Statistics Canada 2006 Census Division 12 Community Profile Report Ethnicity: The Statistics Canada Community Profile states Census Division 12 is the only census division in Western Canada where the largest reported ethnic origin was French. Of the counties that were recorded (Bonnyville and St. Paul), other significant population numbers come from individuals whose ethnic origins are Canadian, English, Ukrainian, German, and Scottish. Age Characteristics: The median age of the population is 35 years which compares with the Alberta median of 36. There are three key areas of significant difference: The age group of 0 14 years is 23.3% of the population compared to the Alberta average of 19.2%; The age group of people over 65 years is 11.2% versus the Alberta average of 10.7%; The primary working age group of 15-64 years constitutes 65.4% versus the Alberta average of 70.1%. Family Size and Income Characteristics: The average number of persons in all census families within Division 12 was 3.1 compared to the Alberta average of 3.0. The median income for 2005 was $65,635 for Division 12 versus $73,823 for Alberta. 10