The Process

A Steering Committee for the process comprised of more than 10 representatives, across several sectors of the tourism industry in Banff National Park. Parties involved in this committee were:

• Leslie Bruce, Banff & Lake Louise Tourism
• Shawn Birch, Banff Caribou Properties
• Jonathan Welsh, Discover Banff Tours
• Robin Locke, Lake Louise Ski Resort
• François Masse, Parks Canada
• Michaela Kent, Parks Canada
• Salman Rasheed, Parks Canada
• Corrie DiManno, Town of Banff
• Kelly Gibson, Town of Banff

The near-45 stakeholder interviews encompassed viewpoints from a range of participants across the tourism industry, public sector, hospitality industry, and not-for-profit organizations.

To develop specific recommendations for the 10-Year Vision for Tourism, six Working Groups were formed, each addressing one the following key themes: Diversity, Equity & Inclusion, Future Destination Brand & Values, Indigenous Tourism, Innovating Tourism, Live, Work & Community, and Sustainability.

The Working Groups included members of the community and tourism industry stakeholders, tasked with collaborating to build shared understanding, identify collective priorities, and co-develop a number of meaningful joint recommendations. These recommendations were an integral part of the process, and were presented at a “Future of Tourism” Forum in June 2022. The Indigenous Tourism Working Group was formed in May provided their findings and recommendations at the Tourism Together Community Open House in November 2022.

A stakeholder survey, open between March 8 and April 14, 2022, was designed to help us understand the future readiness, key areas of priority, and expectations for the shared future vision of tourism in Banff National Park. We asked a broad range of tourism industry stakeholders to participate, including our members, their employees, our partners and other destination management organizations.

A resident survey was released on May 26, 2022, to help us gather input from residents of Banff National Park. We are grateful to all those who call this place home for sharing their views.

A tourism employee survey, in partnership with the Banff & Lake Louise Hospitality Association, was open from July 27 to August 28, 2022. It was designed to help improve employees’ experiences and opportunities as part of our community and workforce; and to provide employers with insights to help improve recruitment, retention and the wider employee lifecycle.

Read the background reports from the survey findings here:

• Tourism Industry Partner Survey Findings
• Resident Survey Findings
• Tourism Employee Survey Findings