Shilpa Stocker, Ron Sakamoto, Matt Barkway and Jae Maegaard announced both the Experience Lethbridge Longer Campaign and that Paradise Canyon Golf Resort will host the 2025 Men's Amateur Golf Championships. (Photo: Lethbridge News Now)

By David Opinko

‘Experience Lethbridge Longer’ campaign aims to give tourists well-rounded stays

Mar 28, 2025 | 1:04 PM

A new digital marketing campaign looks to ensure visitors stay in Lethbridge for longer amounts of time and experience more of what the region has to offer.

VisitLethbridge.com is set to launch its new campaign called Experience Lethbridge Longer (ELL).

Shilpa Stocker, project manager for the Lethbridge Lodging Association, says more Canadians than ever are choosing domestic vacations thanks to the trade conflict with the U.S.

She explains that this presents a unique opportunity for tourism associations like hers to capture more Canadian visitors.

“The campaign, which’ll roll out across digital and social media platforms on April 2, will highlight the best of Lethbridge, from the award-winning Paradise Canyon [Golf Resort], exciting concert lineups at VisitLethbridge.com Arena, to local experiences unique to Lethbridge – these are designed to engage potential visitors and inspire longer stays in Lethbridge,” says Stocker.

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While somebody might come to Lethbridge for a single event, such as the upcoming Men’s Amateur Golf Championship, ELL aims to connect them with hotels, restaurants, and attractions like Nikka Yuko Japanese Gardens.

READ MORE: Paradise Canyon hosting Alberta Men’s Amateur Golf Championship

It will also highlight opportunities for day trips to sites like Waterton Lakes National Park, Head-Smashed-In Buffalo Jump World Heritage Site, Writing-on-Stone Provincial Park, Dinosaur Provincial Park and others.

Stocker says there will also be bonuses for those who opt for special stay packages, such as:

• Golf and Stay: Visitors will receive up to four complimentary green fees and a gift card for use at Paradise Canyon Golf Resort
• Concert Packages: Guests can receive two complimentary concert tickets at the VisitLethbridge.com Arena, including performances by Jon Pardi and Darius Rucker
• Experience Packages: Visitors will receive deals on experiences such as wine-crafting, offered by local businesses such as Wine Brew & You

The Alberta Hotel and Lodging Association says hotel occupancy in Lethbridge increased by 8.6 per cent in 2024 compared to the year before, the largest rise in the province.

Several organizations have indicated that tourism in the Lethbridge area is and will continue to be strong going forward.

Airbnb recently highlighted the city as a “top trending domestic destination,” while Tourism Lethbridge said 2025 will be a “strong year” for major events.

The Lethbridge Sport Council reported that sporting events alone generated over $18 million in economic activity for Lethbridge.

READ MORE: Lethbridge named a ‘top trending domestic destination’

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

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

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