In December 2019, the City completed national research to identify gaps between how the city is currently perceived, and how it wants to be seen. The research compiled thoughts and attitudes from Edmontonians, Canadians in major cities and Canadian businesses.
At a high level, the research found awareness of Edmonton is lacking among Canadian residents and businesses, and opportunities exist to build on Edmonton's attractions and make our city more known to our nation and the world.
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Aligned with the new Edmonton Economic Action Plan, the was approved in April 2021.