I was at an event at the Sandman Signature a few weeks ago, and as I was headed back to my car a lady approached me. She saw my nametag, and said, “Oh! You work here!” She was visiting our city for a convention, and wanted to share with me how amazing Lethbridge is. She commented on our beautiful green spaces, the river valley, the Galt Museum, our downtown, and how comfortable she felt exploring what we had to offer. She ended our conversation by stating: “I hope you’re all proud of what you have here, because you should be.”
We live in an extraordinary place, and I am proud of what we have here, as well as what we’re doing to be even better.
Last week I attended the Economic Development Lethbridge board meeting and learned more about the work of Tourism Lethbridge and the recently completed DestinationNEXT study.
DestinationNEXT helps a community determine its strengths, challenges, and opportunities to grow the visitor economy, which is a key part of our economic development and economic development opportunities.
The Lethbridge DestinationNEXT 2024 survey highlights our city’s immense potential as a dynamic tourism destination with strengths in:
- Outdoor recreation activities
- Sporting events
- Economic development
- Regional cooperation
The study places Lethbridge in the “Explorer” quadrant, reflecting opportunities to strengthen both destination appeal and community alignment. Stakeholders recognize our cultural and natural assets, advocating for enhanced infrastructure, diverse attractions, and inclusive practices to showcase Lethbridge as a welcoming and vibrant destination. Key priorities moving forward should look at include developing authentic visitor experiences, improving transportation and connectivity, and championing sustainability.
Collaboration and unified branding efforts are also emphasized as transformative steps forward, signalling optimism for the future. With stakeholders rallying behind these recommendations, Lethbridge is poised to unlock new levels of tourism success while enriching the lives of residents and visitors alike. Together, we can elevate our city into a thriving, must-visit destination.