File photo of the Tourism Lethbridge office sign. (Photo: LNN)

By Justin Goulet

New initiative launched to boost southern Alberta tourism

Jan 31, 2024 | 12:40 PM

LETHBRIDGE, AB – Tourism in southern Alberta is getting a boost via a new collaboration.

Tourism Lethbridge has launched The Sustainable Journeys Prairies to Pacific Corridor in collaboration with SouthGrow Regional Initiative and the Alberta SouthWest Regional Alliance.

The goal of the project is to ensure businesses in the region are prepared to support the growth of tourism as officials continue to market southern Alberta as a desirable tourist destination.

Erin Crane, CEO of Tourism Lethbridge explained, “The Sustainable Journeys Prairies to Pacific Corridor being developed by Destination Canada will highlight this region and it is important that our tourism businesses are ready to capture the opportunities this initiative will bring.”

The project is being made possible thanks in part to funding from the Government of Canada’s Tourism Relief Fund, which is administered by PrairiesCan in Alberta.

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Chief Commercial Officer with Travel Alberta, Jon Mamela said, “Lethbridge has been identified as a region of significant potential under our Tourism Development Zone project, and the Market Readiness Program will ensure operators in the region are ready to meet the demand of a growing tourism sector in southern Alberta.”

A total of 15 businesses in the region will be subsidized to participate as early adopters of the Tourism Industry Association of Canada’s READI program for Export and Market READIness. This program includes training and the READI stamp certification, administered by the Tourism Industry Association of Canada.

Vice-President for Business Development & Member Relations of the Tourism Industry Association of Canada, Jennifer Taylor said, “The program is designed to acknowledge tourism operators and stakeholders who have demonstrated a dedication to continuous learning, development, and adherence to industry best practices.”

Assisting in this latest project are the Community Futures and Destination Management Organizations in the region, along with Travel Alberta.

Community Futures Lethbridge Region’s Troy Grainger said, “Connecting regional business to supplemental resources is a big part of the service.”

Grainger added, “This program provides the opportunity to help tourism businesses and the visitor economy in southern Alberta itself scale and grow, which is one of our goals.”

READ MORE: Lethbridge News Now.

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