Tourism in Lethbridge, Alta., saw a significant increase in 2023 with a 32 per cent rise in passenger volumes at the Lethbridge Airport and a 5.6 per cent increase in vehicle traffic. Despite a slight decrease from the previous year due to major events in 2022, such as the Tim Hortons Brier and Alberta Treaty Hockey Provincials, the city still attracted around 19 million visitors. Tourism Lethbridge CEO Erin Crane emphasized the importance of hosting major events consistently to maintain a steady flow of tourism throughout the year and stimulate the local economy.
Local attractions in Lethbridge, such as Nikka Yuko Japanese Garden, experienced a boost in visitation during both the summer and winter months. The Garden reported a 32 per cent increase in attendance during the summer and a 16 per cent increase in the winter, with visitors coming from places like Medicine Hat and Edmonton. Nikka Yuko Japanese Garden was also recently recognized as one of the “Top 10 Gardens Worth Traveling For,” further highlighting the city’s appeal to tourists. Additionally, the Galt Museum & Archives and Fort Whoop-Up noted increases in attendance, showcasing the overall thriving tourism industry in Lethbridge.
The success of Lethbridge’s tourism sector is part of a larger trend in Alberta, as Minister of Tourism and Sport Joseph Schow noted that international visitor spending in the province has matched pre-pandemic levels in three quarters of 2023, surpassing the spending levels of 2019. A new tourism strategy implemented by the province aims to grow Alberta’s visitor economy to $25 billion in annual spending by 2035. This strategy involves initiatives such as increasing air access, developing Indigenous tourism, collaborating with the government, and creating immigration streams to meet labor needs, among others.
The tourism industry in Canada plays a significant role in the economy, contributing $100 billion and supporting one in 10 jobs nationally. By capitalizing on the post-pandemic recovery and planning for long-term growth, Alberta’s tourism sector is poised to continue thriving in the coming years. The cyclical nature of tourism, where investment leads to more visitors and continued growth, underscores the importance of creating a vibrant community that attracts visitors, residents, and businesses alike. By hosting major events, maintaining quality attractions, and fostering collaboration within the industry, Lethbridge and Alberta as a whole can sustain their tourism momentum and drive economic prosperity.
In conclusion, the positive trends in Lethbridge’s tourism sector reflect a broader pattern of growth and recovery in Alberta’s visitor economy. With a focus on hosting major events, improving attractions, and implementing strategic initiatives, the city and province are well-positioned to achieve their goal of increasing annual visitor spending to $25 billion by 2035. By leveraging their unique attractions, collaborating with stakeholders, and adapting to changing tourism trends, Lethbridge and Alberta can continue to thrive as premier destinations for both domestic and international travelers.
