Land Acknowledgement

Banff & Lake Louise Tourism is committed to walking a journey of truth and reconciliation. We recognize that this is a continuous process, and we are eager to learn how to be better allies and friends of Indigenous Peoples.

We believe it is crucial to create opportunities for listening, contemplation, as well as actively contributing to a future founded on principles of equity, respect, and inclusivity. We are determined to be a part of this journey towards a more just future alongside Indigenous Peoples.

In partnership with the Town of Banff and Parks Canada, we continue to foster meaningful and respectful partnerships while operating on the traditional territories of the Nations of Treaties 6, 7, 8, and in Métis homelands. We are headquartered in Banff, the ancestral territories of the Îyârhe Nakoda bands of Chiniki, Bearspaw, and Goodstoney, the Niitsitapi of the Blackfoot Confederacy consisting of the bands Siksika, Piikani, Kainai, the Dené of Tsuut'ina Nation, and the Métis Nation.

We strive to actively involve and collaborate with our partners to ensure that we are working together to protect and promote the cultures and natural heritage of these lands. With that, we also acknowledge and honour the Ktunaxa and Secwépemc First Nations, the Peoples and Nations of Treaties 6, 7, and 8, and all Indigenous Peoples now living here in relationship with this sacred land.

We want to help create a better future alongside Indigenous Peoples. Elevating Indigenous tourism is an important commitment to envisioning the destination's future. In 2024, we completed our Indigenous Tourism Strategy through constructive engagement with Indigenous tour operators, First Nations communities, elders, and partners. This strategy will guide our work for years to come as we take meaningful steps along the Indigenous Connections Trail, towards the destination’s vision to Lead Tourism for Good.

In a fast-moving world, it’s important to take a moment to pause and reflect. As we look back on 2024, we're struck by the beauty of this place, and the community that brings it to life. Banff and Lake Louise continue to inspire awe, both in visitors from around the world – and in those of us who welcome them here.

This was the first year of our Three-Year Framework, a roadmap to help realize the shared aspirations of Lead Tourism for Good. As your Destination Marketing Organization, we focused on four key objectives: 1. Protect Summer Revenue, 2. Generate Demand for Overnight Stays in Winter, 3. Champion the Visitor Experience, and 4. Shepherd the 10-Year Vision. Throughout the year, we laid strong foundations, deepened relationships, and launched initiatives designed to serve the destination well into the future.

Summer performance was strong. We took a values-led approach, aiming to increase the value of visitation without increasing volume. Our campaigns targeted Perspective Seekers – travellers whose preferences and behaviours align with our Destination Values of Nature, Hospitality, and Curiosity. In 2024, Perspective Seekers proved even more likely to recommend the destination than the average visitor, consistently returning a higher Net Promoter Score. Marketing to this receptive, high-intent audience helped drive summer Revenue Per Available Room (RevPAR) $410.92, outperforming our goal by 9.4%. Our Transportation Shift campaign, in partnership with Parks Canada and the Town of Banff, helped drive increases in transit use across the park, and a reduction in personal vehicle use.

Winter continues to present both challenges, and the destination’s greatest opportunity. While winter occupancy remained below target at 54% versus our goal of 60%, we saw encouraging improvements in Average Daily Rate (ADR) and RevPAR, with ADR surpassing $400 for the first time. Our Winter campaigns delivered a remarkable 34,722 conversions against a target of 25,000, setting the stage for growth in 2025 and beyond.

Our events portfolio delivered tremendous value, generating an estimated $20 million in direct business sales over the year, with winter events accounting for approximately $16 million of this impact. From the viral success of Skijoring to the growth of In Search of Christmas Spirit, our calendar of events created compelling reasons for visitation during the destination’s need periods.

We are particularly excited by the work we have done to create a basis for future success. We launched our fantastic new Member Portal, putting valuable data, insights, and resources in the hands of our members to help enhance marketing, operations, and offerings. We developed our Indigenous Tourism Strategy through extensive consultation with Indigenous communities, which we have begun implementing in 2025. Similarly, we completed our experience development research to identify future opportunities. Knowing that overnight visitors benefit our whole member base, we launched our Lodging Sector Marketing Program to help convert more demand, with 95% of eligible properties participating by year-end.

The destination's Net Promoter Score (NPS) for the year was 70, slightly below our target of 72. While this remains a strong result compared to many destinations, it highlights the ongoing need to address concerns and manage expectations in relation to topics like traffic and parking. These challenges remind us of the importance of our collaborative work on Lead Tourism for Good.

We are deeply grateful to our members, partners, and community for your engagement and support. Your own sustainability and community initiatives, your commitment to delivering exceptional experiences, and your collaboration with us, have been invaluable contributions to our shared success. Looking ahead, we're excited to build on what we established in 2024. Together, we’ll continue to shape a destination where tourism benefits our community, respects our environment, and delights our visitors, for generations to come.