Reports

The 2024 Lethbridge Resident Sentiment Report is a collaboration with Travel Alberta, based on an online survey distributed via Tourism Lethbridge social media channels from September 5–26, 2024, gathering 884 completed responses. The study's main objectives were to monitor and measure residents' understanding and engagement with the tourism sector, track its perceived impact on quality of life, the local economy, and recreation, and gauge its current and future economic potential, with insights compared against provincial averages.

In 2024, Tourism Lethbridge participated in Destinations International’s DestinationNEXT Survey. The survey is a strategic tool designed to help communities assess their destination’s strengths, challenges, and opportunities in growing the visitor economy. It measures critical factors such as destination appeal, community support for tourism, and the effectiveness of stakeholder collaboration. By evaluating these areas, the survey provides actionable insights to guide long-term planning and enhance a destination’s competitiveness. For communities seeking to boost tourism, this data-driven approach enables them to prioritize investments, foster alignment among partners, and develop effective strategies to attract visitors, ultimately ensuring sustainable growth and economic impact.

Cassandra McAuley from MMGY NextFactor Inc. presented Lethbridge’s results on October 9, 2024. Below is a video of her presentation, along with a link to the accompanying slides.

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