Lethbridge Tourism working hard to boost the city as a tourism destination

By Theodora MacLeod - Lethbridge Herald Local Journalism Initiative Reporter on October 7, 2023.

On the Lethbridge coat of arms is the phrase, ad occasionis januam, which, for those rusty on their Latin, means Gateway to Opportunity.
As the first or last mid-sized Canadian city near the U.S.-Canada border, depending on the direction being travelled, Tourism Lethbridge sees the city as exactly that, a beacon of opportunity, a gateway to a vibrant surrounding community. With the data from the first half of 2023 collated, CEO Erin Crane and her team are eager to build on the momentum they’ve built in the years following the pandemic shutdowns and continue spreading the word of Lethbridge as a destination.
When it comes to tourism, it’s more than just family holidays or long weekend getaways. Tourism Lethbridge is working hard to present the city as a viable option for events and conferences of all kinds.
With advisory committees focused on drawing in business conferences and sports tournaments, Crane says past events such as the Tim Horton’s Brier and The Alberta Treaty Hockey Association’s Treaty Games in 2022 made a huge impact on the city and tourism and they are working hard to be chosen to host more events in the coming years. With the new Agri-food Hub & Trade Centre up and running, the draw to host in Lethbridge is even bigger.
One of the key takeaways from the data gathered in the first two quarters of 2023 is just how much economic impact events like the Tim Horton’s Brier have on the city. Comparing the end of year outcomes for 2022 with the information from the first half of 2023, there was a 253.2 per cent decrease in the estimated economic impact of events. In other words, events brought the city around $57.7 million in 2022, but in the first six months of 2023 that economic impact is only about $6.1 million. Unfortunately, it is unlikely the numbers for this year will come close to those of the year before, but that only serves to motivate Crane to continuing pursuing events and solidify Lethbridge as a sought after location for conferences, tournaments, and other organized gatherings.
Though events are a big money maker and draw in large groups, there’s still something to be said for those families on holiday, and with an abundance of attractions surrounding the city, from Waterton National Park to Fort Macleod, among many others, Tourism Lethbridge works closely with the surrounding communities.
“In order to compete with those major city centres, we have to come together and put our best foot forward,” says Crane. “One of [the] beautiful things about tourism is that people are here to have fun, they are here to renew themselves and they often do that through purchases and through experiences.”
Working closely with local businesses and attractions, Tourism Lethbridge is excited to be presenting tours such as the Highway 3 Ale Trail and hope to grow in that area. But ultimately Crane says it’s about showcasing what the community has built.
“…Our partners in the community, they’re doing great work, they’re putting on really good events, they’re doing their own marketing. How do we come in as Tourism Lethbridge and elevate their message into broader markets?”
Beautiful coulees, a rich history, including a growing sector of Indigenous tourism, and local charm, are just a few reasons for visitors to come to Lethbridge, and Crane plans to make sure more and more people know it.

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