Our Vision, Mission & Values


To be the tourism leader in Lethbridge showcasing our unique sense of spaces, culture and people.


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.

Core Values

  • Love Lethbridge

  • Celebrate our arts, culture, sports and history

  • Develop partnerships

  • Cultivate a prosperous tourism sector

Tourism Lethbridge Strategic Plan

Click the image to Download our Strategic Plan