Jace Anderson, executive director at Tourism Medicine Hat, presents the 2025 Mid-Year Report from Destination Marketing Organization Society to members of council Monday at city hall.--NEWS PHOTO BRENDAN MILLER
bmiller@medicinehatnews.com
Despite full data from the 2025 annual tourism report not due until next year, Medicine Hat Tourism held 28 ticketed events with 35 local businesses between January and June, and helped the city go viral over social media.
Jace Anderson, executive director at Tourism Medicine Hat, presented council the Destination Marketing Organization Society 2025 Mid-Year Report during its public meeting Monday, highlighting several local collaborations as well as providing one example of a local event reaching thousands online.
“Our social media efforts mirror our advertising and marketing efforts in that they often strive to serve two distinct key business outcomes,” explained Anderson while citing the Dinner in the Kiln event held in partnership with Medalta in the Historic Clay District.
Anderson said the event locally was a huge success as tickets sold out in less than 24 hours, however an Instagram reel shared from the event also caught the attention of thousands online.
“We put Medicine Hat with that reel in front of, at the time, 181,000 people online. People learn, or people like you and I are reminded that Medicine Hat is the sort of community that delivers this incredible experience, this high value food and drink opportunity all year round.”
Of note, pictures and videos from the fourth annual Rise Up Hot Air Balloon Festival in May recorded more than 1.5 million views across social media platforms, as reported by festival organizers.
Anderson also highlighted the success of the Sunshine Trolley Ice Cream Tours held during the summer.
“That has been an absolute success throughout the summer,” said Anderson. “Pairing local food and drink partners that showcase the culinary and cultural identity of our community.”
Anderson told council the Destination Marketing Organization Society will begin pulling together year-end data shortly and will be ready to present a full report within the next coming months.
