Nikka Yuko Japanese Garden in Lethbridge is one of several organizations being supported by Travel Alberta. (Image: Nikka Yuko Japanese Garden)

By Jerran Fisher

Travel Alberta forecasting tourism boom in Southern Alberta

Oct 14, 2022 | 2:37 PM

LETHBRIDGE, AB – Travel Alberta is collaborating with various tourism agencies, including Tourism Lethbridge, to bring more visitors to the province.

Andi Dzilums, destination development manager for the Lethbridge to Medicine Hat area for Travel Alberta, said the area has a great potential for tourism growth.

“The combination of historical, cultural, and culinary attractions of Medicine Hat and Lethbridge, combined with the small towns and rich Indigenous cultures, really make this a special place,” says Dzilums. “We see an opportunity to capitalize on the area’s abundance of agri-food producers, establishing this area as a primary destination for taste of place and agritourism experiences.”

Travel Alberta is looking to increase annual visitor spending in the province from $10.1 billion before the COVID-19 pandemic to more than $20 billion by 2035.

The organization says the Lethbridge-Medicine Hat region has among the highest potential for economic growth and job creation in the tourism sector in Alberta.

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“With the implementation of a coordinated tourism development strategy, we forecast $1.3 billion in cumulative incremental economic impact between 2022-2035 in this area,” says Travel Alberta.

In order to reach this goal, Travel Alberta is investing over $15 million annually to various offerings, including the Nikka Yuko Japanese Garden, which received funding last year to build its 16-foot diameter dome.

Currently, 60 per cent of visitors and 75 per cent of visitor spending take place in mature tourism destinations across Alberta, such as the Central Rockies, Calgary and Edmonton.

Travel Alberta surveyed Lethbridge residents about bringing tourism to the area. It shows that 98 per cent of locals viewed tourism as an important factor in Alberta’s success, but only 49 per cent understood its value in southern Alberta.

Dzilums says, “We need to work together to bridge that gap, for people to realize that Lethbridge already has a thriving tourism industry.”

Erin Crane, CEO of Tourism Lethbridge, is hoping to change how Southern Albertans view local tourism.

“Tourism Lethbridge is very active in local events to promote the benefits of the tourism economy. We also work with local organizations to evaluate the economic impact of their events and provide the outcomes to the community,” says Crane.

Applications for the tourism investment program open in spring 2023. Visit industry.travelalberta.com to learn more.

READ MORE: Tourism rebounding in Southern Alberta in 2022