The Nikka Yuko Japanese Gardens in Lethbridge are among the many tourist attractions that Tourism Lethbridge says is making the city a top domestic destination. (Photo: Lethbridge News Now)

By David Opinko

Lethbridge named a ‘top trending domestic destination’

Mar 18, 2025 | 3:50 PM

One company says a growing number of people are looking to visit Lethbridge.

That is according to a new report from Airbnb, which says searches for domestic stays in its short-term rentals are up by nearly 20 per cent so far in 2025.

“More Canadians than ever are choosing to explore their own backyard, supporting thousands of Canadian hosts who rely on this income to make ends meet,” reads the Airbnb report. “Small business owners benefit from guest spending, and communities thrive on local tourism. Along the way, travellers are discovering hidden gems and revisiting beloved destinations.”

Lethbridge was among the 11 Canadian communities that were highlighted for seeing a rise in domestic searches in 2024 compared to the year prior.

This finding was not surprising to Dominika Wojcik, the Senior Director of Communications for Tourism Lethbridge.

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She says there has been a concerted effort to attract more visitors to Lethbridge and the surrounding region in recent years.

“We have a lot that we’re doing in the business event world, so we’re out there showcasing Lethbridge as an amazing hub for conventions and conferences. We’re also talking to sport tournaments and getting big sporting events here. On top of that, we also have all of our leisure stuff,” says Wojcik.

Tourism Lethbridge and Lethbridge & District Exhibition recently said that 2025 is shaping up to be a “strong year” for major events and that they had made dozens of contacts with groups who are now considering Lethbridge for conferences and conventions.

READ MORE: Lethbridge set for ‘strong year’ of major events

As well, a report from the Lethbridge Sport Council found that sporting events generated over $18 million in economic activity for the city in 2024. Those events brought nearly 48,000 visitors to Lethbridge.

Wojcik says sporting events are huge in boosting overall tourism numbers.

“When you have time in between, you want to explore, you want to go get a bite to eat or you want to go check out an attraction or a park,” Wojcik explains. “That’s why these events are so important to us because they do allow people to see parts of why our city is so special.”

READ MORE: 2024 sporting events generated $18 million in economic activity in Lethbridge

Wojcik, however, says the city is full of more permanent fixtures that people across the country and the world want to see, such as the Nikka Yuko Japanese Gardens, Henderson Lake, the Agri-food Hub, River Valley and High Level Bridge.

“Of course, Lethbridge has amazing amenities for attractions, for food, for events, but when you can pair coming to Lethbridge with some of those day trip activities like Waterton, like Writing-On-Stone, like the Dinosaur Provincial Park and Head-Smashed-In Buffalo Jump, you’re extending that stay. So, instead of coming for one or two days, you’re maybe now staying for four or five,” says Wojcik.

Wojcik says regional and provincial partnerships like the Highway 3 Ale Trail and Open Farm Days go a long way in getting people to explore the region further.

The full report on searches for domestic destinations can be found on Airbnb.com

READ MORE: 2024 edition of Alberta Open Farm Days breaks attendance record

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