Connected experiences driving tourism growth in Lethbridge area

“When we go into markets, we’re talking about the attractions, we’re talking about the hotels, the restaurants, the retailers, the amazing downtown – it’s those things that really help us to sell Lethbridge and bring people into our community and spend their visitor dollars,” says Crane.

This has even helped to secure major events over the years.

“We also like to invite those people to Lethbridge to experience it first-hand. What we’ve learned is that, once people come to Lethbridge, they love it, and they’re very surprised about all of the things that we have, all of the things we offer.”

Rather than focusing on individual amenities or experiences, however, she says she wants to focus on how they can all work together to create an unforgettable trip to the Lethbridge area.

One example Crane gave is an agri-tourism tour, in which guests explore “farm-to-fork” operations around the region, gaining an appreciation for the work that goes into growing and preparing food.

Another guided event is Savour Alberta’s South, which focuses more on food and beverage establishments that utilize local ingredients.

Crane says southern Alberta is typically seen as a domestic travel destination, as most tourists come from other parts of the country.

One way she and her team are trying to increase international visitation is by promoting what she calls the UNESCO World Heritage hub.

“There are six UNESCO World Heritage sites in Alberta, and four of them are just a short drive from Lethbridge, so you can stay here and you can go and visit all of these great spaces,” says Crane.

Tourism Lethbridge recently launched Explore Lethbridge, a gameified app in which people earn points by visiting local destinations. Points can be redeemed for items such as a Tourism Lethbridge water bottle, travel poster, Lethbridge Viaduct keychain, and even a copy of the Lethbridge: A History in Pictures book.

Crane says that local tourism numbers for 2025 are still being finalized, but so far, they appear strong. She adds that there has been significant growth in recent years and that Lethbridge is continuing along that trend.

She notes that it has been great to see southern Alberta being recently profiled in TV shows such as The Pitt and Can This Love Be Translated? This kind of international media attention typically results in greater tourism.

by David Opinko

Connected experiences driving tourism growth in Lethbridge area

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