Destination Management Plan Gives Lethbridge a Tourism Advantage

It was stated that the vision for Lethbridge in ten years time is to be a “premier destination for sport tourism and business event hosting”, with a unified brand consistently being marketed and supported by residents and stakeholders that “recognize the positive economic, social and environmental benefits”.

Councillor Bridget Mearns, who chairs the Tourism Strategy Committee, explained that several stakeholders, including Lethbridge Sport Council, Economic Development Lethbridge, Chinook Country Tourist Association and

Lethbridge Lodging Association, also spurred on a movement to manage tourism as a single organization with one mandate.

“The clear message was that we need a single entity supporting and developing tourism in Lethbridge… With a single brand, as well. Having said that, there is great collaboration already between the organizations that were on the committee. It’s that group that came forward to say, ‘Help us develop into a single entity’.”

Mearns added that there are two options for management that council will decided on later. One is to create a stand alone organization within the next three years or sooner, or integrate all stakeholders under the existing Economic Development Lethbridge.

While she couldn’t offer a timeline, Mearns says it will be on a Council agenda in the near future.

by Sam Borsato - @BorsatoSam on Twitter

Destination Management Plan Gives Lethbridge a Tourism Advantage

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