Explore Edmonton’s Melissa Radu speaks with Alberta Primetime host Michael Higgins about Edmonton being named one of Lonely Planet’s best cities to visit.

This interview has been edited for clarity and length.

Michael Higgins: Why is being on this list so important?

Melissa Radu: Many viewers have probably heard of Lonely Planet; it is one of the most respected and prestigious travel guides in the world. So this is great for Edmonton and for the Alberta region as we hope Lonely Planet readers will hear about all the great things to see and do in the area and start imagining that trip and vacation to to visit.

MH: What makes Edmonton on this list of cities that includes Genoa, Italy and Osaka, Japan?

M: The Edmonton area has some great attractions and iconic experiences. Things like Fort Edmonton Park, our High Level streetcar experiences, the great arts and culture scene in places like Strathcona or the entertainment district.

We also have festivals all year round, which is truly unique for a northern city, and we currently have a growing indigenous tourism scene which is very attractive and interesting to people from all over the world.

And then on top of all that, we also really got worldwide attention this year because we ran a lot of stories about the Ice District and the energy and drive of Edmontonians during the playoffs.

MH: When you put it all together, do you think Edmonton punches above its weight?

M: This is certainly the case. Edmonton is underrated, but the reality is that travelers don’t just want to go to the five biggest cities in the world again and again. They seek immersive, authentic and different experiences, and are very curious.

I’m not at all surprised that Edmonton ranks among these other destinations because travel and tourism trends change so much.

MH: Do you think Edmontonians and Albertans see the city in the same light? Are we all on the same wavelength?

M: I would say that Albertans and Edmontonians are actually pretty good at creating a place that people want to visit, but we don’t always know that.

When we go out and enjoy the winter terraces and try new or small festivals or shows in the city, or even when a new restaurant opens and it’s kind of the talk of the town , this is because we are very willing and ready to support new businesses and new entrepreneurship.

It’s really part of what makes Edmonton special and creates a curiosity that keeps people coming.

MH: So what kind of work goes on behind the scenes to generate this kind of attention? What are you doing as an organization to promote identity and develop a reputation for Edmonton?

M: Our teams work very hard to ensure that Edmonton is highlighted on the international stage. We market to audiences around the world to share new and great things to do in the area and to help create itineraries.

We also want people to know what exactly makes Edmonton and Alberta special. We are not Montreal, we are not Vancouver, we are Edmonton. And we have a unique sense of place and a unique type of flavor that we want everyone to be enticed to come and experience for themselves.

MH: How profitable is being on a list like this in terms of international visitors actually making the trip to our province?

M: One of the big things we’re focusing on right now is developing indigenous tourism. We know this is a huge ask for audiences around the world, and we want to make sure they are at the forefront of what people can experience when they are here.

This year alone we have seen approximately $126 million in tourism spending in the province related to indigenous tourism, and that is just one sub-sector of our industry.

So we’re really striving to ensure that we can meet the demand with the supply that we have in the region to continue to achieve these types of results.

MH: And in terms of additional benefits, to what extent could this help promote investment in the city? Whether it’s business growth or even investments in infrastructure improvements to make Edmonton even more attractive?

M: When we create a place that people want to visit, we also create a place where they want to live, where they want to work, and where they want to start businesses.

So we really like to look at the tourism economy as a mechanism to create even more economic impact for the region. Because when we have great things to see and do and people feel a sense of civic pride, it helps everyone.

MH: Where do you go from here, as an organization, to build on this recognition from Lonely Planet?

M: The work never stops, that’s for sure. Right now, we’re working with hundreds of partners to continue to think about the types of experiences and attractions we need to develop in Edmonton and the greater Edmonton area, so we can continue to be in this top 30.