In 2016 the City of Lethbridge completed the Destination Management Plan (DMP) with a mission to further strengthen the tourism industry of Lethbridge and to unify tourism efforts around a common plan. As a key result from the DMP, the Lethbridge Destination Management Organization (LDMO) was approved and created in 2017 as a way to transition and centralize visitor functions and services that were previously provided by Chinook Country Tourist Association, Economic Development Lethbridge, and Lethbridge Sport Council. The mandate of the LDMO is to provide direction and proactive leadership that promotes and fosters growth related to the visitor experience in Lethbridge.
Today, Tourism Lethbridge (the official name of the LDMO) is comprised of 9 board members, an executive director, and a number of operational and summer term positions. Tourism Lethbridge’s mission statement is as follows:
“As a non-profit organization, our mission is to increase visitation and Lethbridge’s tourism market share, grow Lethbridge’s economy and showcase Lethbridge and our region across the nation.”
More information on Tourism Lethbridge, including their strategic plan, can be found on their website.