Lethbridge is getting more visitors. The challenge now is getting them to stay longer and spend more while they're there.
That's the central takeaway from Tourism Lethbridge's 2025 Power of Tourism report, released at the organization's annual general meeting on April 16. The numbers tell a story of growing interest in the city alongside a shift in how that interest translates to economic impact.
More Trips, Less Spending
Total trips to the Lethbridge region increased by 9.5 per cent in 2025 compared to the previous year. International visitation rose by 9.4 per cent, with roughly 7,300 visitors from countries other than the United States making the trip a meaningful increase for a city that doesn't always appear on the international travel radar.
But visitor spending dipped 0.7 per cent year-over-year, a small but notable gap given the surge in arrivals. Hotel occupancy also slipped slightly, from 61.4 per cent in 2024 to 58.1 per cent in 2025, though the average daily hotel rate climbed from $127.13 to $131.59.
The picture that emerges is a city drawing more visitors who are staying fewer nights or spending more conservatively a pattern Tourism Lethbridge CEO Erin Crane says the organization is actively working to address.
Events Are a Bright Spot
The event side of Lethbridge's visitor economy had a strong year. Tourism Lethbridge-supported events generated roughly $14 million in 2025, drawing 587,862 attendees including 83,536 from out of town. The organization's website also saw a jump in out-of-market traffic, with 77 per cent of visitors coming from outside Lethbridge, up 2.7 per cent from 2024.
Lethbridge also earned 352 media mentions in 2025, reaching an audience of more than 333 million.
The American Visitor Decline
One number worth watching: American visitors to Lethbridge dropped 5.7 per cent in 2025 compared to 2024. That decline runs counter to the overall international growth trend and reflects a broader pattern seen across Canadian tourism destinations as cross-border travel continues to shift. The rise in non-American international visitors partially offset the drop.
What Comes Next
Tourism Lethbridge's current four-year plan is organized around four pillars: be a good host, be a good ally, tell a good story, and do good work. The 2026 action plan focuses on converting increased visitation into longer stays and stronger economic returns the gap the 2025 numbers identified.
For context, Alberta's tourism sector set a provincial record in 2025, with visitors spending $15.2 billion across the province a six per cent increase from 2024 and nearly double the national growth rate. Lethbridge's challenge is capturing a larger share of that provincial momentum.
The full Power of Tourism Annual Report is available at tourismlethbridge.com/about-us/annual-reports.
Source:
Tourism Lethbridge — 2025 Power of Tourism Annual Report (tourismlethbridge.com)
