Chinook Country considers new direction
Tourist association looking to redefine role after City creates own organization
After putting out the “Welcome” mat for almost 50 years, southern Alberta’s tourism promotion organization is looking to new directions.
The Chinook Country Tourist Association’s 260-plus member communities and businesses will be asked later this month to approve a new strategic direction for the non-profit organization.
Based in Lethbridge, Chinook Country promotes the tourism industry in communities running from Bow Island through to the Crowsnest Pass — and from the Montana border to the bedroom communities south of Calgary.
But its biggest member, the City of Lethbridge, has dropped out. Instead, city council has created a Lethbridge Destination Management Organization with a budget of $516,730.
That means Chinook Country will no longer receive support from Lethbridge, although its visitor information centre near Mayor Magrath Drive will welcome travellers this summer as usual. Executive director Nikolaus Wyslouzil says the annual $300,000 civic grant represented about 43 per cent of Chinook Country’s annual operating budget.
“The decision to consolidate tourism marketing and visitor services in the new organization forced us to reconsider the purpose and mission of Chinook Country,” he says.
“We could either shut down, or redefine our role in providing valuable services to our members in the regional tourism industry and to visitors in our region.”
For visitors to southern Alberta, Wyslouzil points out, attractions like Head-Smashed-In Buffalo Jump and Waterton Lakes National Park are the major drawing cards even though it’s the hotels, restaurants and retailers in Lethbridge that benefit.
“We market the whole region,” including Lethbridge and local attractions like Fort Whoop-Up and the Nikka Yuko Japanese Garden.
“In our view, these things work together.”
The visitor centre provides information on local attractions, along with such amenities as washrooms, picnic tables, a play area and an RV sanidump at its park-like location.
Chinook Country board members hope businesses and communities will approve a new “fee for service” approach at its annual general meeting, May 30.
“We see an opportunity to refocus our activities on marketing the surrounding region in southern Alberta, which is what we’ve been doing for almost 50 years,” Wyslouzil says.
Follow @DMabellHerald on Twitter