Hinton, Alberta

Overview

EXA Group Canada brings destination strategy into practical local action. Led by Edmar Xavier, the work connects stakeholder engagement, business support and visitor experience development across Hinton and the Northern Rockies. A structured interview programme gathered local operating insights to inform the 2026 Destination Development Strategy and align priorities with the region’s 2025–2030 Visitor Economy Roadmap and its implementation needs.

The engagement focused on the conditions behind the visitor economy: how businesses operate, where visitors encounter gaps, and which partnerships could support stronger experiences. Interviews combined a consistent question framework with conversations adapted to each operator. This made it possible to bring different business perspectives into a shared planning process while keeping recommendations connected to local capacity.

The challenge

Destination growth depends on understanding what local businesses and partners can deliver. Hinton needed a consistent picture of product gaps, seasonality, training needs and collaboration opportunities. The challenge was to translate individual operating experiences into shared destination priorities while respecting commercially sensitive information and grounding development decisions in local realities.

Our work

• Conducted structured interviews with 16 DMO members, using a consistent 25-question guide and adapting conversations to each business’s operating context.
• Prepared individual reports and compared findings across businesses to identify shared needs, development barriers and opportunities for collaboration.
• Connected interview insights with priorities for visitor experiences, product development, training, wayfinding, infrastructure and targeted business support.
• Aligned recommendations with the 2025–2030 Visitor Economy Roadmap, providing a practical link between local evidence and the 2026 Destination Development Strategy.

Outputs

• 16 completed DMO member interview reports capturing local operating conditions and priorities.
• An aggregate evidence base supporting destination planning and the development of shared priorities.
• Action-oriented recommendations connecting individual business needs with the wider visitor economy.

Role

Edmar Luiz Xavier Neto led the interviews, analysis and reporting. The case reflects EXA Group Canada’s approach to connecting research, stakeholder relationships and implementation planning, with close attention to the businesses and community that deliver the destination experience.

The featured work took place in Hinton and the Northern Rockies, Alberta, with interviews conducted from August to October 2025 to inform destination priorities for the following year.