Tourism Lethbridge marks a year of accomplishments
By Alejandra Pulido-Guzman - for the Lethbridge Herald on April 29, 2021.
Despite the challenges due to the Covid-19 pandemic during 2020, Tourism Lethbridge was able to accomplish many things throughout the year.They welcomed a new CEO following the departure of their first executive director William Sanders in early 2020. After a robust search process, Jasmine Sangria became the new CEO in August 2020.
Sangria believes that one way to help the tourism industry recover is to encourage Albertans to explore their own backyard.
“We need to focus on getting them to travel to our region once it’s safe to do so. Recovery is forecasted to take years, but a significant increase in domestic travel can accelerate recovery.”
The board, with the support of Sangria, dedicated time for strategic planning in the fall of 2020 and as a result the strategic plan for 2021-2025 was created.
Goals established included growth of the local tourism economy,
brand development of Lethbridge’s Tourism, stakeholder engagement and support, as well as organizational sustainability.
This four-year plan focuses on values, goals and strategic directions that they believe will support their mission to increase visitation and Lethbridge’s tourism market share, grow Lethbridge’s economy and showcase Lethbridge and our region across the nation.
Throughout last year a significant renovation to the visitor centre was completed, which will present a refreshed look for visitors once it is able to re-open.
During the Annual General Meeting Lethbridge MP Rachael Harder was present and she recognized the multiple reasons why residents of Lethbridge have plenty to brag about and how important it is for others to see it for themselves. Harder is determined to help.
“My goal is to better understand what is going on within the tourism industry and to know how I can best lend my voice as well as my hand,” said Harder.
Tourism Lethbridge also welcomed three new Board of Directors members during the AGM. Manager of athletics, residency and recreation services at Lethbridge College, Todd Caughlin, director at large and secretary of the CPA Lethbridge chapter board, Mina Church and FCM’s 2020 Sustainable Community award recipient Greg Robinson, while also wishing their best to Jeff Carlson who has retired from the Board of Directors. 2
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