File photo of the Tourism Lethbridge Visitor Information Centre on July 19, 2023. Tourism Lethbridge has announced the launch of a new agri-food experience pass program. (File photo: LNN)

By Justin Goulet

Tourism Lethbridge launches new agri-food experience pass program

Aug 14, 2023 | 3:24 PM

LETHBRIDGE, AB – A new initiative has been launched by Tourism Lethbridge.

It’s called “Sip, Taste, Explore! A Southern Alberta Agriventure!” and aims to promote local agri-food tourism attractions and businesses. The experience pass allows participants to check in at different local businesses and attractions in southern Alberta.

Each stop will earn pass holders points for various prizes, as well as discounts and promotions.

Tourism Lethbridge said the initiative will help staff gather visitation data and generate greater visibility for participating locations, as well as stimulate economic activity and job growth.

Sarah Amies, executive director of the Downtown BRZ, a collaborator on the program, said, “Now is an important time for everyone to come together to promote greater engagement with the incredible local businesses and agricultural opportunities in our region.”

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The initiative has over 30 different businesses and attractions from southern Alberta participating. Officials said more are expected to join next year. Agri-food focused businesses and attractions that would like to join can contact Info@TourismLethbridge.com.

Tourism Lethbridge CEO Erin Crane said, “Tourism Lethbridge is delighted to continue to expand our agri-food tourism offerings. We know how great our local food scene is, and we are thrilled to continue to be a part of sharing it with the world.”

Individuals interested in signing up to get a pass can do so at the Tourism Lethbridge website. Those who sign up will receive a link to download an app, which they can use to check in with a four-digit pin at participating businesses and attractions to earn points. Points can then be redeemed for prizes, which can be picked up at the Tourism Lethbridge Visitor Information Centre or Downtown BRZ office.

READ MORE: Lethbridge News Now.

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