(CHAT News file photo)

By Brendan Miller

Tourism Medicine Hat predicts busy summer for travellers

May 15, 2023 | 11:32 PM

MEDICINE HAT, AB – Tourism Medicine Hat say trends point towards a very busy summer for southeast Alberta.

Research conducted by the Medicine Hat Destination Marketing Organization was presented to city council at its May 15 meeting.

It found 76 per cent of Albertans plan to travel this summer and 35 per cent of those traveling have a high likelihood of visiting Medicine Hat or southeast Alberta.

“The Alberta traveler is likely going to be traveling multiple times over the course of the year. There are going to be a number of shorter visits or trips,” says Tourism Medicine Hat Executive Director Jace Anderson.

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The research found tourists are attracted to Medicine Hat for its outdoor experience that includes hiking and biking trails, paddling and dark sky viewing.

It also found visitors are attracted to the city for its history and restaurants.

Tourism Medicine Hat has focused its efforts to attract and retain more visitors from urban centres including Calgary and Edmonton.

Anderson says more visitors from Edmonton are staying in Medicine Hat hotels.

“Going after the mindset of the Edmonton resident has been really intentional for us because we believe at five to six hours they’ll consider us whether we’re the end destination or just a part of their journey. And when they’re considering us there is potential to stay the night and to linger and not simply drive-thru as they might have in years previous.”

This year a large Jehovah’s Witness convention could draw up to 9,000 additional visitors to the city.

Tourism Medicine Hat says the region is a year ahead of visitor projections made by Destination Canada during the COVID-19 pandemic.