The Tourism Industry Association of Alberta (TIAA) recently concluded its provincial tourism town hall series in Lethbridge, Alberta. The event gathered partners from Travel Alberta, Indigenous Tourism Alberta, and WestJet for roundtable discussions aimed at expanding the visitor economy along the Highway 3 corridor in the Medicine Hat and Lethbridge region.
Stavros Karlos, TIAA’s Director of Policy, Research and Government Affairs, emphasized the importance of exploring tourism potential in the region and ensuring that tourism operators are aware of future opportunities. He highlighted the high proportion of residents in the Lethbridge and Medicine Hat region who welcome visitors, making it an ideal destination for tourism growth.
Erin Crane, CEO of Tourism Lethbridge, stressed the value of open conversations among travel organizations. She emphasized the importance of regional collaboration to drive economic impact in the area. Partners like Head Smashed in Buffalo Jump have seen a significant increase in tour buses, and discussions focused on strategies to distribute these buses throughout the region for broader regional benefits.
Terry Goertzen, Vice President of Economic Development for Travel Alberta, acknowledged that Lethbridge is still recovering from the economic impact of the pandemic, but he expressed optimism for the region’s tourism future. He pointed to the upcoming Under 25 Curling event as a catalyst for economic growth.
Tourism Lethbridge looks forward to the return of annual events such as Whoop-Up Days, the Dragon Boat Festival, and Street Wheelers, which attract large crowds to the city.
Overall, the TIAA town hall series provided a platform for tourism stakeholders to discuss opportunities, foster collaboration, and plan for the future growth of the industry in the region.
