A new report shows tourist spending in Lethbridge grew in 2024. (Photo: Lethbridge News Now)

By David Opinko

Tourist spending in Lethbridge up 5.5% in 2024

Apr 22, 2025 | 3:13 PM

It was another banner year for tourism in Lethbridge.

Tourism Lethbridge has released its Power of Tourism: 2024 Annual Report, which says that visitor spending in the city last year increased by 5.5 per cent compared to 2023.

Board Chair Michelle Day Miles says more visitors went to local shops, restaurants and hotels, supporting hundreds of jobs across the community.

“Lethbridge’s growing reputation as a destination reflects the heart and spirit of our community,” says Day Miles. “Our 2024 accomplishments belong to the people of Lethbridge — from local businesses and organizations to volunteers and residents — whose passion and pride make this city such a welcoming place to visit and call home.”

The report says that hotel occupancy is one of the strongest indicators of a thriving visitor economy as it reflects the number of people choosing to stay, explore and spend in the community.

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Lethbridge had a hotel occupancy rate of 61.4 per cent last year, about four per cent higher than the last pre-pandemic year of 2019. It is also about 1.5 per cent higher than the provincial average for 2024.

A total of 472 tourism businesses supported 14,600 jobs in the city, up five and 30 per cent respectively.

A major driver of tourism spending is events, as they can generate a $27:1 return on investment. According to the report, 639 events in the city brought in a total of 400,000 attendees, over 173,000 of whom came from out of town.

Lethbridge’s tourism and event organizations were also successful in connecting with people through digital platforms. Tourism Lethbridge’s social media followers increased by over 29 per cent last year while total reach grew by 11.5 per cent.

The findings of the Power of Tourism report line up with what the Lethbridge Sport Council said earlier this spring. They reported over $18 million in economic activity in Lethbridge from sporting events.

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

A new campaign, Experience Lethbridge Longer, aims to provide visitors with a more fulsome stay, bundling a variety of experiences to get people to stay longer in the city and spend more money locally.

2024 also marked a year of “unprecedented” growth for tourism in Alberta as revenues were up by 10 per cent year-over year.

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

READ MORE: Alberta continues to celebrate “unprecedented” tourism growth

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