Dragon Food Tour/
Turning Edmonton Chinatown into a guided food experience that drove traffic, participation, and repeat engagement.
A district full of food, but no visitor journey/
Chinatown had strong food businesses, but no packaged tourism experience connecting them together. Visitors needed a clear reason to explore multiple stops, stay longer, and return.
Package discovery into a product/
Churchill Strategy designed the Dragon Food Tour as a low-barrier, story-led visitor experience that connected restaurants, bakeries, and cultural stops into one repeatable tourism product.
- Guided food tour experience model
- Vendor-connected visitor journey
- Affordable entry-point pricing strategy
- Storytelling-led district exploration
Brand, route, and rollout system/
The campaign combined brand identity, tour operations, print materials, social promotion, and on-the-ground visitor experience design.
- Dragon Food Tour brand and campaign identity
- Sweet, savoury, and mini tour formats
- Tour maps, passports, signage, and guide materials
- Social content and event-linked promotion
A scalable visitor experience/
The Dragon Food Tour created a structured tourism product that increased cross-business exposure, encouraged exploration, and gave visitors a clear, memorable way to experience Edmonton Chinatown.
