The Southern Alberta Economic and Tourism Summit 2026 is taking place on March 25 and March 26, 2026, in Lethbridge, Alberta. This two-day event at the Lethbridge Trade and Convention Centre brings together local leaders and business owners to find ways to grow the region and attract more visitors.
Tourism Lethbridge joined with the SouthGrow Regional Initiative to expand the event this year by adding a dedicated day for the tourism industry. Organizers say the addition of this second day highlights how important visiting guests are to the local economy.
During the sessions, attendees are learning about new opportunities for investment and collaboration across the region. The event features talks on local food programs and the importance of Indigenous tourism, with speakers from provincial organizations and local industry groups.
Recent data shows that the tourism sector is a major employer in the area, providing 14,600 jobs across 472 different businesses in 2024. Spending by visitors in Lethbridge grew by 5.5 percent that year, while hotel occupancy rates reached over 61 percent, which was higher than the provincial average.
Southern Alberta is also home to four UNESCO World Heritage Sites, which helps draw people to the area. Leaders at the summit are looking at how to use these unique attractions to continue the economic growth seen over the past few years.
