January 18th, 2021

Tourism Lethbridge names new CEO

By Jensen, Randy on July 31, 2020.

Greg Bobinec

Lethbridge Herald


Tourism Lethbridge has announced that Jasmine Sangria will be assuming the role as chief executive officer of the company.

A seasoned brand strategist, Sangria has worked in the marketing industries in Vancouver and Whitehorse for almost two decades with brands such as Vespa, Best Western, Coast Hotels and the First Nations Chamber of Commerce. She received accolades and recognition for her work in Whitehorse, Yukon, as the director of marketing for Yukon Brewing and Two Brewers Whisky, and as the vice-chair of the Tourism Industry Association of Yukon.

“I am pleased to announce the selection of the new chief executive officer for Tourism Lethbridge,” said Suzanne Lint, chairman of the board for Tourism Lethbridge, in a news release. “Jasmine Sangria will join our organization and community on Aug. 10. With a career spanning over 20 years, Jasmine has a proven track record of innovative marketing and collaborative leadership.”

During her experience with Yukon Brewing, the brewery and distillery company gained northern and national recognition, including the distinction of being the only Yukon business shortlisted by Canadian Business magazine in the Top 100 for the 2015 Top 25 Brands in Canada. Though her community work, Sangria co-founded the Yukon Culinary Festival, leading to national acclaim. She also received the 2011 Golden Bravo award from the Yukon Convention Bureau for her work with the BreakOut West Music Awards.

“We remain committed to building innovative, thoughtful and relevant tourism resources, so Lethbridge is positioned to attract visitors to our city as active travel and tourism returns,” said Lint. “We are pleased with the acceptance of the CEO position by this experienced professional and believe Jasmine will be able to work with the community to achieve our vision.”

Cultural influence has helped Sangria shape her work in marketing communications and business development, the release noted, as she is multilingual in three languages and has lived in North America and Asia. Sangria’s educational background includes an undergrad degree in Applied Design, and a graduate degree in Business Administration.

As Tourism Lethbridge works at welcoming back visitors following the COVID-19 travel restrictions, it is excited to welcome Sangria onto their team as the new chief executive officer.

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