Banff & Lake Louise Tourism launch 10-year vision

Banff & Lake Louise Tourism and the Town of Banff have adopted a “10-year Vision for Tourism” in the region with the support of Parks Canada. The “vision” is said to be a guiding document for the future of sustainable tourism in Banff National Park.

The vision focuses on five areas that include: Visitor Experience, Nature Positive & Climate Action, Community Wellbeing, Indigenous Connections, and Smart Tourism.

“This is a once-in-a-generation project for our destination, informed by an unprecedented level of engagement from our community and our partners,” said Leslie Bruce, President and CEO, Banff & Lake Louise Tourism. “We are so grateful to the thousands of people who took the time to contribute to the process. What was overwhelmingly clear was how much we all love this place and feel connected to nature, as well as strong sense of stewardship that comes with that. Developing this seminal document alongside the Town of Banff and Parks Canada, we have created a vision aligned with our unique perspectives and goals. Tourism is our core industry, and this shared vision will guide our collective and individual efforts in building long-term resilience and a sustainable future with, for and by tourism.”

According to the press release, more than 2,000 people living and working in Banff National Park in 2022 provided input to the plan via a number of surveys. There were six volunteer working groups, and one on one interviews with invested members of the community.

There was also a steering committee with representatives from the Town of Banff, Parks Canada, and Banff & Lake Louise Tourism.

“Parks Canada is committed to protecting the ecological integrity of Banff National Park, while working to ensure the best possible experience for visitors. The Vision is a shared commitment to the long-term sustainability of Banff National Park for residents, visitors, as well Indigenous communities,” added Michaela Kent, Executive Director, Alberta, Parks Canada.

To learn more about the vision, please visit: tourismtogether.ca.