The Tourism Industry Association of Alberta (TIAA) concluded their provincial tourism town hall series in Lethbridge, bringing together partners from Travel Alberta, Indigenous Tourism Alberta, and WestJet to discuss expanding the visitor economy in the region. Stavros Karlos, director of policy, research, and government affairs with TIAA, highlighted the importance of collaboration and partnership among all tourism operators in the area. The series had previously stopped in Fort McMurray, Calgary, Edmonton, and Red Deer to discuss growth opportunities in those regions. Karlos also mentioned that research conducted by Travel Alberta showed that the Lethbridge and Medicine Hat region had the highest proportion of residents who welcome visitors, indicating a strong desire to showcase the communities in southern Alberta.
Erin Crane, the CEO of Tourism Lethbridge, emphasized the importance of open conversations between travel organizations and regional cooperation. By working together, Crane believes that they can bring the necessary economic impact to the area. Partners like Head Smashed in Buffalo Jump receive over 200 tour buses annually, raising questions about how to distribute those tourists throughout the region for the benefit of all parties involved. Crane stressed the importance of collaboration and partnership as key factors in ensuring the success and growth of the tourism industry in the region.
Terry Goertzen, vice president of economic development for Travel Alberta, expressed optimism about the region’s potential for recovery. While Lethbridge may be behind other parts of the province in terms of tourism recovery, Goertzen believes that with planned events like the under-25 curling event and the return of annual events like Whoop-Up Days and the Dragon Boat Festival, the economy and tourism industry in the region will bounce back soon. He noted that one of the reasons for the slower recovery in Lethbridge was the lack of major events, but with upcoming events on the horizon, the region is poised for growth.
Overall, the town hall discussions in Lethbridge focused on the tourism potential of the Medicine Hat and Lethbridge region along the Highway 3 corridor. There was an emphasis on fostering collaboration and partnership among tourism operators to ensure the success and growth of the visitor economy in the area. With strong community support for welcoming visitors, as indicated by research data, the future of visitation in southern Alberta looks promising. By working together and leveraging regional reach, organizations like Tourism Lethbridge aim to bring the necessary economic impact to the area and attract tourists to explore the diverse attractions and events that the region has to offer. Looking ahead, with planned events and a renewed focus on major attractions, Lethbridge is on track to rebuild its tourism economy and recover from the impacts of the pandemic.
