Looking back on 2023, the Chief Executive Officer of Tourism Lethbridge says 2023 saw several events and initiatives that brought visitors from not just across the province but the country and even further to the area.
According to Erin Crane over the past year not only were there a number of new events, but several returning events as well, including the PBR, the ATB Financial Lethbridge Rotary Dragon Boat Festival, and the Lethbridge International Air Show. Crane says local hospitality and tourism businesses can survive with the support of local residents, but these sorts of events are where they go from surviving to thriving.
“When those events and special festivals happen in the city that’s when you see the big profit margins and that’s when growth can then happen for those businesses, and they hire more people and they can do more things that is the really exciting thing.”
Crane explains that having bigger events in the community brings in a higher value of dollars being spent because those who come from across the province will spend a different amount than those who come from across the country or the continent.
“Our goal is to get more of that economic impact, how do we take those people who are coming up for PBR and how do we introduce them to more things in our region, that maybe they haven’t seen before. How do we get them out on the food tour, how do we get them going to the breweries as part of the ale trail, and the attractions and visiting all the restaurants and retailers that we have.”
One of the initiatives Crane says Tourism Lethbridge did in 2023 to help with this goal was putting together tours of the solar and wind farms in the region. She explains the organization hired a consultant to build the tour and tie in something that “southern Alberta does really well.” Heading into 2024 she says they hope to continue to grow these tours, along with building on Indigenous tourism in the community.
“You know again I think it is one of those things that is going to set Lethbridge apart from everyone else,” “We have so much to offer here, that we can really build up that visitor economy.”
According to Crane, these sorts of events and thinking are what will help put Lethbridge on the tourism map, which is something they are cautiously optimistic about in 2024.
“You add in the inflation piece, gas prices, everything is a little higher and is that going to affect the traveler’s decision making,” Crane says. “These new initiatives and these new events, this is why they are so important right, because they continue to keep people interested and give us another way to share our message and attract new markets that will help us overcome some of those barriers and challenges.”
Though the official numbers from the 2023 tourism season will not be finalized until most likely February of 2024, Crane is expecting the economic impact and visitor numbers to be slightly down from 2022.