Thousands of people have already passed through the gates at this year’s Whoop-Up Days, with Lethbridge’s hospitality industry seeing a boost. “About 10 per cent of those that are in attendance are actually travelling from outside of the city and, typically, that is where a lot of the economic impact can actually be generated from,” said Greg Robinson, interim CEO of Tourism Lethbridge. Last year’s festival set a modern-day attendance record, with 54,865 people through the gates. More than 9,000 guests attended the Lethbridge and District Pro Rodeo - a 47 per cent increase from 2024. “If we look at last year’s attendance records and we take the 10 per cent of visitors that stay in our hotels, eat at our restaurants and shop around, we’re looking at an economic impact of direct visitor spending of $1.5 million, which is good for the city,” said Shilpa Stocker, project manager with the Lethbridge Lodging Association. That economic spending increases with local contributions. It is estimated between $8 million and $15 million is generated in the local economy each year during the festival. “The diversity - from the powwows to the rodeo - you’ve got agriculture being showcased, you’ve got our cultural diversity being showcased. Nikka Yuko Japanese Gardens has things going on, so it’s a wonderful time for Lethbridge to show everybody exactly what we’re made of,” said Stocker. “Everybody has an impression of what a community is like, but during Whoop-Up Days I think they really get to see the robust nature of our community.” Robinson says the event is also a key way to market the city to visitors. “Whoop-Up Days is really a key part of the identity of Lethbridge and it introduces people to what Lethbridge really is and what it’s all about,” he said. “We want people to come to the event, we want them to hopefully stay another night and experience what’s happening right here, but it really does give us that ‘first date’ opportunity where we’re just trying to get to know somebody, and this really is a fantastic opportunity to let people know what our hospitality is like.” Along with economic benefits, officials say the annual festival helps bring the community together through a range of events and activities. “This is one of the rare events in this community where everybody gets involved,” said Stocker. “You’ve got all industries involved, and it’s one of our favourite events of the year.” Whoop-Up Days runs until Aug. 22.
