Lethbridge’s tourism town hall is coming to an end

The Tourism Industry Association of Alberta (TIAA) wrapped up their series of provincial tourism town halls in Lethbridge, bringing together partners from Travel Alberta, Indigenous Tourism Alberta and WestJet to promote the expansion of the visitor economy in the Medicine Hat and Lethbridge region along the Highway 3 corridor to be discussed. The aim was to ensure that all tourism entrepreneurs in the region understood the opportunities available and to promote cooperation and partnership. Previous stops in Fort McMurray, Calgary, Edmonton and Red Deer provided a platform for tourism partners to discuss growth opportunities in their respective regions.

According to Stavros Karlos, director of policy, research and government affairs at TIAA, last year’s Travel Alberta survey showed that the Lethbridge and Medicine Hat region had the highest percentage of residents who welcomed visitors to their community at 88%. This welcoming attitude is seen as a positive sign for the future of visitation in Southern Alberta. Tourism Lethbridge CEO Erin Crane emphasized the importance of open conversations between travel companies, especially when it comes to regional outreach. Collaboration between partners across the region is seen as essential for achieving economic impact in the area.

Partners like Head Smashed at Buffalo Jump already attract more than 200 tour buses each year, highlighting the potential to spread tourism more evenly across the region for the benefit of all. Terry Goertzen, vice-president of economic development for Travel Alberta, noted that while Lethbridge is still catching up to the rest of the province in terms of tourism recovery, there is optimism for a recovery. With upcoming events such as the under-25 curling tournament and the return of annual events such as Whoop-Up Days and the Dragon Boat Festival, Lethbridge’s tourism economy is expected to bounce back soon.

Despite the slower recovery compared to other parts of the province, Lethbridge has not hosted as many major events recently, which may have contributed to the delay in tourism recovery. However, recent data on international travel exceeding pre-pandemic levels in 2019 is a positive sign for the sector’s recovery. Partnerships and collaborative efforts between tourism organizations, including hosting more events and spreading tourism across the region, are seen as key strategies to boost the economy in Lethbridge. The positive reception from residents and willingness to welcome visitors bodes well for the future of tourism in southern Alberta.