Who We Are
Tourism Lethbridge (Niita’paini’pi Sikoohkotok) is the official Destination Management Organization (DMO) for the City of Lethbridge, proudly incorporated under the Societies Act of Alberta in 2018 as a non-profit organization.
As the official DMO for the City of Lethbridge, Tourism Lethbridge is dedicated to promoting and developing Lethbridge as a vibrant and dynamic destination.
About Tourism Lethbridge
Tourism Lethbridge was created in 2016 by the City of Lethbridge as part of the Destinations Management Plan. We are the only entity recognized by the city for this crucial role, ensuring that our community's unique offerings are showcased to the world.
Funded by the City of Lethbridge, we strategically leverage support to secure additional funding through provincial and federal grants, including partnerships with organizations like Travel Alberta. This approach allows us to maximize our impact, bringing more resources and attention to our city's tourism sector.
Our mission is to serve the community, visitors, and stakeholders by fostering growth, supporting local businesses, and enhancing the visitor experience in Lethbridge. We are committed to building a sustainable and thriving tourism industry that benefits everyone.
Land Acknowledgement
Tourism Lethbridge acknowledges that we are gathered on the lands of the Blackfoot people of the Canadian Plains and pays respect to the Blackfoot people past, present and future while recognizing and respecting their cultural heritage, beliefs and relationship to the land. Tourism Lethbridge offers respect to the Metis and all who have lived on this land and made Lethbridge their home.
Meet Our Team
From major events to amazing attractions, this is the team that makes sure locals and visitors are in the know!
Ashley McLarty
Administrative Officer
Ashley brings a passion for tourism, community connection, and adventure to her work. From spending her childhood exploring the outdoors to continuing that curiosity into adulthood, her love of discovery has grown alongside her. Over the years, she has immersed herself in the landscapes, culture, and experiences that make Alberta such a unique place to live and visit. Whether camping, kayaking, golfing, or hiking the province’s scenic trails, she embraces the same sense of adventure, that she encourages others to do.
Shilo Aspinall
Director of Opportunity
Shilo’s love of travelling made working in the tourism industry a natural next step. She has spent her career in the non-profit world and loves creating connections and inspiring others to uncover Lethbridge’s hidden gems. Raised in the Crowsnest Pass, Shilo’s early love for the mountains and the outdoors shaped her “work hard, play harder” philosophy. If it involves sweat, adrenaline, and the promise of good snacks, count Shilo in.
Dominika Wojcik
Senior Director of Communications
Dominika brings over 10 years of event and project management experience from the City of Lethbridge, the University of Lethbridge and the Lethbridge Chamber of Commerce. With a passion for public relations and people, an entrepreneur, lover of all things beauty industry, and mom of two wild boys, she values this vibrant community and all it has to offer. She is excited to bring her passion for Lethbridge to all the visitors coming into the city.
Erin Crane
CEO
Erin Crane is the CEO for Tourism Lethbridge. She tells people that this was the position she was born to do! Erin grew up at the Grand Canyon and has spent a majority of her career working in the tourism industry. From managing performing art centres, to coordinating world championship boxing events, to working in hotels, to working aboard the Vulcan Trek Station to encourage business and event growth for the City of Lethbridge, she has seen it all! A traveller herself, Erin loves what she does and looks forward to sharing her passion for tourism with others.
Our Board of Directors
Our board of directors is composed of incredible local professionals, each with their own unique abilities and perspectives.
Our board helps us continue to build and improve the ever-growing tourism industry in Southern Alberta!
Pictured: Sarah Amies, Greg Robinson, Jennifer Norsworthy, Gayle Hiscocks, Michelle Day Miles, Richard Westlund, Nimisha Manji, Bridget Mearns, Lane Anderson, Todd Caughlin.
Not pictured: Katie Rabbit-Young Pine, Mina Church, Marie Milsom Galeana.
Vision
To lead a community-powered destination where prairie culture shines, destination development drives growth, and aligned storytelling inspires the world to visit.
Mission
Our mission is to lead and grow Lethbridge's visitor economy through community-driven leadership, strategic partnerships, destination development, and advocacy—delivering sustainable economic impact, enriched experiences, and a strong sense of place for residents and visitors alike.
