Tourism in Lethbridge, Alberta, has seen significant growth in recent years, with a 32 per cent increase in passenger volumes at the Lethbridge Airport and a 5.6 per cent increase in vehicle traffic in 2023. Tourism Lethbridge CEO Erin Crane attributes this growth to various events, attractions, and experiences offered in the city. While there was a slight decrease from 2022, Crane explains that hosting major events like the Tim Hortons Brier and Alberta Treaty Hockey Provincials helped attract visitors and boost the local economy. The goal for Tourism Lethbridge is to have significant events every year to sustain tourism growth and economic vitality in the community.
Local attractions, such as the Nikka Yuko Japanese Garden, have also experienced an increase in visitation, with a 32 per cent rise in summer attendance and a 16 per cent increase in winter attendance. Erik Granson, marketing and events manager for the garden, shared that they received recognition as one of the “Top 10 Gardens Worth Traveling For” at a conference in Victoria. The increase in attendance from nearby cities like Medicine Hat and Edmonton, particularly during the Winter Lights Festival, has contributed to the garden’s success and reputation as a must-visit destination in Lethbridge.
The Galt Museum & Archives and Fort Whoop-Up have also reported positive outcomes, with attendance up by 20 per cent at the Fort and nine per cent at the Galt Museum. Jesse Sadlowski, board chair for the Galt Museum, expressed pride in the volunteers and activities happening at both attractions. Minister of Tourism and Sport Joseph Schow noted that Alberta as a whole is experiencing a boost in tourism, with international visitor spending reaching $2.53 billion in the first three quarters of 2023, surpassing the $2.28 billion spent in all of 2019.
The province of Alberta has implemented a new tourism strategy aimed at growing visitor spending to $25 billion annually by 2035. This strategy includes initiatives such as increasing air access, developing Indigenous tourism, collaborating with government and post-secondary schools, and creating immigration streams to meet labor needs. Schow believes that now, as the province emerges from the pandemic, is an ideal time to plan for long-term growth in the tourism sector. The Tourism Industry of Canada reports that the tourism sector contributes $100 billion to the Canadian economy and sustains one in every 10 jobs nationally.
Overall, the thriving tourism industry in Lethbridge and Alberta as a whole reflects a positive economic outlook for the region. By investing in major events, attractions, and experiences, communities like Lethbridge can attract visitors, residents, and investors, creating a cycle of growth and prosperity. With a concerted effort to develop sustainable tourism strategies and partnerships, the province can continue to capitalize on its natural beauty, cultural heritage, and diverse offerings to drive economic growth and job creation in the years to come.
