Looking to the future: Tourism Lethbridge working on new strategic plan

Tourism Lethbridge has begun the development of a new strategic plan to guide the organization into its next chapter.

The current plan, developed for 2021 to 2025, has served as a foundational roadmap, and while its core pillars remain relevant, the board of directors says it is now prioritizing a shift that reflects the evolving needs of the tourism industry, stakeholders and the city of Lethbridge.

The board says the new plan will continue to focus on organizational sustainability, driving economic growth, stakeholder and partner engagement, along with brand and destination development.

The plan will include a fifth pillar for advocacy and influence.

“We’re looking at (whether) people’s habits changed with more staycations versus longer travel trips, so some of those things need to be changed, but we’re also seeing some amazing facilities and assets right in our city that really need to be told far and wide and let people know that yes, we’re a hub and there’s so many great UNESCO sites out there, but there’s also fantastic facilities and fantastic events that are happening right here,” said Greg Robinson, Tourism Lethbridge board chairperson.

Tourism Lethbridge hopes to have the new strategic plan finalized and ready for implementation in 2026.