We are committed to transparency. Disclosing how funds collected from our members are spent instills confidence that we have the best practices in place. To ensure accountability, an Audit and Finance Committee, consisting of three Board members reviews and approves financial reporting and retains an external auditor. Our financial statements are audited annually.
Banff & Lake Louise Tourism
2025 Annual Report
Land Acknowledgement
We are committed to walking a journey of truth and reconciliation.
We recognize that learning how to be better allies and friends of Indigenous Peoples is a continuous process. We believe it is crucial to create opportunities for listening, contemplation, and actively contributing to a future founded on principles of equity, respect, and inclusivity.
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, and 8, and in Métis homelands. We are headquartered in Banff, on the ancestral territories of the Îyârhe Nakoda Nations of Chiniki, Bearspaw, and Goodstoney; the Niitsitapi of the Blackfoot Confederacy - Siksika, Piikani, and Kainai; the Dené of Tsuut’ina Nation; and the Métis Nation of Alberta. We also acknowledge and honour the Ktunaxa and Secwépemc First Nations, and all Indigenous Peoples living in relationship with this sacred land.
In 2025, Tremendous Beauty: Indigenous Tourism in Banff and Lake Louise was completed, following an Indigenous-led process grounded in extensive listening, dialogue, and relationship-building with leaders, Elders, Knowledge Holders, community members, entrepreneurs, and partners across the region. This Indigenous Tourism Strategy reflects respect for Indigenous rights, cultures, and connections to these lands. It is guided by Indigenous perspectives on the ways in which how tourism can create economic opportunity, raise the profile of Indigenous Peoples and culture, protect the land, and build relationships between communities and visitors. The strategy was celebrated at a gathering that honoured those who shared their time, knowledge, and vision.
Elevating Indigenous Tourism is a key part of our shared vision to Lead Tourism for Good. It is reconciliation in action: supporting a thriving Indigenous tourism economy, building cultural awareness, and helping visitors experience the tremendous beauty in the complexity of this place.
We are learning to move at the speed of trust—walking this trail together with gratitude, humility, and determination to do better every year.
Letter From the Chair, and President & CEO
Tourism in Banff and Lake Louise succeeds because it is shared work.
It depends on meaningful partnerships, welcoming communities, protected natural landscapes, and on visitors who value this place. In 2025, we set out to strengthen this tourism ecosystem, ensuring that each part supports the others and that the benefits of tourism can flow across the destination.
This was the second year of our Three-Year Framework, and we made encouraging progress across the four objectives set out in our Business Plan, to: 1. Protect Summer Revenue, 2. Generate Demand for Overnight Stays in Winter, 3. Champion the Visitor Experience, and 4. Shepherd the 10-Year Vision, Lead Tourism for Good.
Our focused marketing campaigns were successful in attracting more of our priority audience, Perspective Seekers, visitors who are more likely to stay longer, do more, and respect both nature and community. They also proved enthusiastic advocates for the destination, returning a very high Net Promoter Score of 87, compared to an already impressive 75 overall. With visitors willing to spend more, Revenue Per Available Room grew 15%, with even bigger increases in destination spending on Food and Beverage, Recreation and Entertainment, Retail, and Transportation.
In summer, we launched our first responsible visitation initiative, promoting messages on respecting nature and community, staying safe, and reducing waste. This complemented our transportation campaign with the Town of Banff and Parks Canada, encouraging visitors to go car-free, which helped Roam Transit to reach a record ridership of three million in 2025.
Our efforts to market winter bore fruit. Thanks to targeted campaigns and expanded events, we helped generate more than 27,700 additional winter room nights, and annual occupancy rose. Free events like our SnowDays Festival were well-attended by residents and visitors alike, helping to create a more vibrant community, support year-round employment, and generate millions in economic impact. Flagship event M&I Luxe Lake Louise was recognized by the Society for Incentive Travel Excellence, creating more appetite to hold business events in winter.
Our Trip Builder online tool received a Skift Award for helping travellers plan ahead, offering exciting itineraries, and connecting them directly with our members. Our Visitor Services team assisted tens of thousands of visitors, recommending local businesses more than 200,000 times. Their expertise was amplified through our new Frontline Communications Channel, providing up-to-the-minute information to members’ visitor-facing teams and enabling better guest experiences.
An Indigenous Tourism Strategy was created with input from eight Nations, to support reconciliation in action and authentic visitor experiences. On the Global Destination Sustainability Index, Banff and Lake Louise was recognized as the most improved destination in North America. And as artificial intelligence reshaped the way people search and plan their travel, we took steps to ensure that our content remains highly visible, inspiring and informing people in our target markets.
None of this progress happened in isolation. It was made possible through the combined efforts of our own team of tourism professionals, our 700 member businesses, our communities, and our partners. We continue to shape the future of this destination together. Strengthening the tourism ecosystem means investing in relationships as much as results, and in 2025 we saw what that collaboration can achieve. We move forward with intention, working to develop a tourism sector that is resilient, welcoming, and aligned with the values that make this place extraordinary.
Shawn Birch
Board Chair
Leslie Bruce
President & CEO
By the Numbers
Sustainability Index
0
On the Global Destination Sustainability Index — Most Improved Destination in North America in the Environment Category.
Marketing Impressions
0,5M
Bringing over 190,000 high-intent travellers to our Trip Builder.
Attributable Hotel Revenue
0,7M
from more than 33,800 room nights booked as a result of our Expedia campaigns
Room Nights from Tour Operators
0K
Projected to generate $83 million in potential destination revenue.
Visitor Referrals
0K+
Our team referred visitors to local businesses.
Responsible Visitation Impressions
0K+
From our first responsible visitation campaign, encouraging visitors to respect community, protect wildlife, reduce waste, and stay safe.
Reusables Borrowed
0+
Through Banff Borrows, diverting tens of thousands of single-use items from landfill.
Qualified Business Events Leads
0
Representing $180 million in potential economic impact.
Trips Created
0+
On our Skift Award winning Trip Builder.
Blog Views
0K+
Humans directly viewed our blogs more than half a million times. Most popular articles:
Social Video Views
0,4M
Engaging content across platforms including:
Influencer Reach
0,7M
Thanks to creator partnerships producing content like:
Earned Media Reach
0,2B
Through high quality earned media coverage:
2025 Occupancy with Targets
Overall Occupancy exceeded target, up 3.5% year over year.
1
Protect Summer Revenue
Tourism makes a vital contribution to our communities in the summer. Our approach is to sustain this important economic contribution, without contributing to an increase in visitation during the busy summer peak. Our 2025 Business Plan focused on attracting Perspective Seekers, values-aligned guests who stay longer and do more; on encouraging visitors who are already in-destination to experience even more; and on promoting responsible visitor behaviour. Together, these efforts supported another strong summer for the destination.
Growing the Value of Summer Visitation
Our summer marketing campaigns encouraged visitors to plan ahead, stay longer, and experience more across the destination, creating greater value from peak-season travel. In the first summer campaign using our Wonders Await creative, we generated more than 42,000 conversions, exceeding our target. Through Expedia, we delivered over 4,400 room nights and approximately $2.7 million in hotel revenue. Growth in tourism’s economic contribution was driven primarily by higher-value overnight visitation rather than increased volume: from May through October, Revenue per Available Room was $466, up 13% from the previous year, while average Occupancy increased by 2%.
Helping People to Visit Responsibly
Our first responsible visitation campaign, Shift Into Park Mode, shared clear, practical guidance across five topics: Go Car-Free, Co-exist With Wildlife, Reduce Waste, Be Safe in the Mountains, and Respect Community. The campaign was based on our partnership work with Parks Canada and the Town of Banff, drawing from their key messages. Targeting folks in-destination and in Calgary, we designed it to raise awareness, generating nearly 880,000 impressions and 7,000 clicks, exceeding our targets and helping thousands of visitors to make informed decisions.
Campaign Supports Record Transit Use
In partnership with Parks Canada and the Town of Banff, the 2025 Transportation Shift campaign continued to encourage visitors to plan ahead and travel without a personal vehicle. Running from April through October, we achieved more than 4.7 million impressions and more than 19,000 transit-related conversion actions. Calgarians exposed to the campaign were 26% more likely to intend to use transit in the destination. This helped take Roam Transit to a record three million riders in 2025, up roughly 12% from the previous year. While 4% more vehicles entered the Banff townsite than in 2024, pressure on key corridors did not increase at the same rate. Traffic over the Bow River Bridge was unchanged, and Mountain Avenue traffic was down 10%, as more visitors chose to park and take transit, shuttles and active modes to get around.
2
Generate Demand for Overnight Stays in Winter
In contrast to summer, we work to grow demand in winter, when occupancy is typically lower. Our goal is to develop a more balanced, year-round visitor economy, and support local businesses to create more predictable year-round employment opportunities. In 2025, our plan focused on four strategies: extending the winter season, attracting values-aligned guests who stay mid-week or extend the weekend, positioning the destination as a leader in incentive travel, and working with member businesses to strengthen our collective marketing impact. We achieved some great results, which we hope to build on in the winters to come.
Campaigns Help Deliver Over 27,000 More Winter Room Nights
Supported by data and co-investment from Destination Canada and Travel Alberta, our winter marketing campaigns performed well across multiple channels, helping to deliver 27,700 more winter room nights than in 2024, an increase of around 5%. Our winter paid campaign achieved double its target with 55,000 conversion actions, driving high-intent travellers to our Trip Planner. Our Expedia activity generated 23,000 attributable room nights, equivalent to $10 million in hotel revenue. These efforts led to longer stays and increased visitor spending on accommodation, dining, retail, transportation, and experiences helping strengthen Banff and Lake Louise’s visitor economy in winter.
Winter Events Drive $14 Million in Economic Impact
Our winter events helped attract overnight visitors and encourage spending, generating an estimated $14 million in direct business sales, including 19,000 room nights. These experiences contributed to community vibrancy, enjoyed by locals and visitors alike. SnowDays 2025 delivered both destination animation and economic impact with Skijoring, Ice Magic, the Play Zone, Snow Sculptures, the Bear Street Hub, and the introduction of Weekend of Wonder. We closed out the year with a very successful festive season, featuring In Search of Christmas Spirit and the Banff Christmas Market.
Award-Winning Event Redefines Winter Incentive Travel
Hosting M&I Luxe Lake Louise 25 positioned the destination as a leader in high-value winter incentive travel, welcoming international planners capable of booking millions of dollars in future business. The program included experiences that were unique to place: Indigenous-led storytelling, cultural performances, signature winter adventures and iconic venues. M&I Luxe generated more than $500,000 in immediate economic impact and is forecast to deliver over $1.4 million in future business, while helping reshape perceptions of winter incentive travel beyond typical warm-weather destinations. We were awarded Best Destination Video at SITE Global for a business events promo featuring content from M&I Luxe, and the program itself was recognized as a finalist at the coveted Crystal Awards.
Joint Marketing Agreements Expand International Reach
We partnered with wholesale tour operators in the US, UK, Australia and Germany, on co-operative campaigns that promote Banff and Lake Louise to travellers already planning their trips through retail travel agents. These agreements allow us to maximize the impact of our investment, as partners match our spend, amplify destination messaging, and directly feature member businesses, including accommodations, experiences, and transportation providers. In 2025, this work generated an estimated 127,000 room nights worth $83 million in destination revenue, an average return of $235 for every dollar invested. We generated more than 650 member referrals, up 4% from the previous year, connecting international buyers directly with local businesses.
3
Champion the Visitor Experience
In 2025, we worked to strengthen the visitor experience by supporting members and partners to deliver high-quality experiences, bringing the visitor’s perspective into destination initiatives and decision-making, making it easier for them to plan ahead, and to connect with the destination before and during their stay. We helped ensure visitors arrived informed, felt confident navigating the destination, and experienced more during their time here, supporting visitor satisfaction and improving outcomes for local businesses.
Strong Visitor Satisfaction, Led by Perspective Seekers
Visitor satisfaction remained strong, with the destination’s Net Promoter Score reaching 74, exceeding our target and underlining Banff and Lake Louise’s position among top-performing global destinations. These results are based on more than 8,000 Visitor Experience Survey responses. Scored from -100 to +100, Net Promoter Score measures how likely visitors are to recommend an experience or product. It is an internationally recognized indicator of experience quality and future intent.
Our priority audience, Perspective Seekers, returned an exceptionally high Net Promoter Score of 87 across the year. They consistently reporting higher satisfaction than the overall visitor base. Perspective Seekers represented a larger share of survey respondents in 2025, increasing from 19% to 21%, indicating progress in attracting values-aligned visitors who stay longer and experience more of the destination.
Award-Winning Trip Builder Helps Visitors Plan Ahead
Our Trip Builder digital planning tool received a Skift IDEA Award in 2025, recognizing our innovation in helping visitors plan more meaningful trips before arriving in the destination. In 2025, visitors created more than 61,000 itineraries on the Trip Builder, up 7% from the year before. By encouraging advance planning and highlighting booking requirements, transportation options, and seasonal considerations, Trip Builder helps visitors avoid disappointment during busy periods, while discovering the wide range of experiences across Banff and Lake Louise. The tool supports the Lead Tourism for Good vision, making responsible travel choices easier and connecting visitors directly with local businesses throughout their stay. During the year, there were 323,000 referrals to member businesses through our website.
Local Expertise Supporting Visitors Year-round
Our Visitor Services team of local experts helped 94,000 visitors plan and make the most of their time in Banff and Lake Louise in 2025. Through in-person support, on the phone, and online, the team connected visitors directly with destination experiences and recommended member businesses more than 206,000 times, exceeding our annual targets. Satisfaction with these services remained exceptionally high across all channels, including 97% satisfaction with our Live Chat, and a 4.67 Google rating at Visitor Centres.
Supporting Member Businesses’ Visitor-Facing Teams
We launched a new Frontline Communications Channel, enabling our Visitor Services team to share up-to-the-minute information with member businesses’ visitor-facing teams. By the end of the year, 51 members were participating, representing around 70% of the destination’s room inventory. Via the channel, we shared timely updates on transportation, safety considerations, operational changes, and other conditions affecting visitor plans, helping frontline staff to respond quickly and consistently to guest questions.
During the year, our Ambassador Program reached more than 2,000 people in 166 one-hour sessions. The program familiarizes new locals with all there is to see and do in Banff and Lake Louise, sharing information about living with wildlife, and connecting with community. Attendees receive an Ambassador Pass with offers and experiences valued at over $1,400, helping to build first-hand knowledge that they can share with visitors.
These initiatives extended the reach of our team’s expertise beyond our own channels, strengthening support for visitors throughout Banff’s tourism ecosystem and ensuring a better-informed experience.
4
Shepherd the 10-Year Vision for Tourism
Throughout 2025, we continued play our part in advancing efforts to Lead Tourism for Good. We held events to engage the community with sustainable tourism ideas. We made connections and built relationships to help advance Indigenous Tourism. We celebrated the leadership shown by partners, businesses, and residents across the vision’s Trails to Tomorrow.
Tremendous Beauty: Indigenous Tourism in Banff and Lake Louise
In June, we celebrated the launch of Tremendous Beauty, the Indigenous Tourism Strategy for Banff and Lake Louise and officially began this journey. The plan was Indigenous-led, with extensive input from the Îyârhe Nakoda Nations, Tsuut’ina Nation, Blackfoot Confederacy, Ktunaxa Nation, and Rocky View Métis District, as well as local Indigenous and non-Indigenous tourism operators, businesses, residents and partners. It provides a shared framework to support Indigenous tourism development led by Indigenous communities and Peoples to offer visitors authentic and meaningful tourism experiences. Its completion was marked with a gathering that honoured those who shared their time, knowledge, and vision.
“BLLT is a leading example for DMOs in Alberta to follow... show us the way.”
– Terry Goertzen, VP, Indigenous Relations, Travel Alberta
“This strategy should be waved around the world.”
– Greg Hopf, Owner, Moccasin Trails
Indigenous Connections
Elevating Indigenous-Led Events and Experiences
We supported Indigenous-led programming throughout the year, including the Banff Iiniskim Cross-Cultural Powwow, and Mînî Hrpa Indigenous Cultural Centre popup events. Indigenous-led elements featured prominently within hosted events like M&I Luxe, ensuring Indigenous perspectives and experiences were visible within high-value Business Events programming. We laid the groundwork to bring both Flying Canoë Volant, and a grassroots Indigenous Tourism Conference to the destination in 2026.
Moving at the Speed of Trust
Tremendous Beauty underlines the importance of meaningful, authentic relationships, building trust, mutual understanding and respect. From connections created during the development of the strategy, we engaged directly with Indigenous tourism operators and community members. We collaborated with partners who have long-standing relationships with Indigenous communities and tourism operators, including Indigenous Tourism Alberta, Travel Alberta, Parks Canada, and the Town of Banff. We were pleased to meet with the Parks Canada Indigenous Advisory Circle, gaining a deeper understanding of Treaty 7 and Métis Nation interests in tourism. We are learning, and this work has helped to shape future opportunities in alignment with our partners for collaboration, and respectful engagement.
Creating Cultural Awareness
We participated in Indigenous-led programming, supporting and speaking at the Howl Experience at the Fairmont Banff Springs and the Stoney Youth Tourism Days hosted by Pursuit. We made introductions to foster new partnerships, leading to a collaboration between the Mînî Hrpa Collective to and Lake Louise Ski Resort. We continued to support our members by hosting Cultural Awareness Training in partnership with Indigenous Tourism Alberta.
Events Add to Community Vibrancy
In 2025, we delivered or supported a rich portfolio of events across Banff and Lake Louise, welcoming more than 100,000 attendees. Community members enjoyed free events like In Search of Christmas Spirit, SnowDays, and the Banff Iiniskim Cross-Cultural Powwow, alongside signature winter programming that brought energy and activity to the destination during quieter periods. An estimated 4,000 Banff and Lake Louise residents attended Skijoring 2025, with a similar number visiting the Banff Christmas Market. Our events helped to generate approximately $20 million in direct business sales during the year, helping to create employment opportunities and support jobs, year-round.
Community Wellbeing
Taking Pride in Our Community
Banff & Lake Louise Tourism continued our long-standing support for the Banff Pride Festival, alongside 42 local businesses participating through hosted events, and the Taste the Rainbow culinary promotion. Banff Pride welcomed 6,500 attendees, around 20% of whom were locals. The experience was exceptional, with attendees returning Net Promoter Scores in the mid- to high 80s. Once again, our community showed up with Pride, reinforcing Banff’s reputation as an inclusive, year-round destination.
Stories from the Trails
Throughout the Lead Tourism for Good site, and social channels, we shared more than 25 stories about partners, community members, and local businesses bringing the vision to life across Banff and Lake Louise. We celebrated the Pauw Foundation as an example of regenerative tourism; Bow Valley Immigration Partnership’s Workplace Inclusion Charter; and the supports provided as part of Banff Mental Health and Addiction Week. We highlighted Monod’s community-focused Locals Loop, Moraine Lake Bus Company’s living-wage and employee-ownership models, and YWCA Banff’s housing support. These stories helped make the vision for tourism more visible and tangible, showing that together, we are working to leave this place better than we found it.
Nature Positive and Climate Action
Most Improved Destination in North America
Banff and Lake Louise was recognized as the Most Improved Destination in North America on the Global Destination Sustainability Index (GDSI), the leading international benchmark of destination performance across environmental stewardship, community wellbeing, business engagement, and destination management. This recognition reflects measurable progress towards the Lead Tourism for Good vision, achieved in partnership with the Town of Banff, Parks Canada, and tourism businesses.
Championing the Circular Economy
The Banff Borrows program continued to expand in 2025, reducing reliance on single-use items. Cups were borrowed around 1,800 times from participating member businesses, with an exceptional return rate of 96%. At events like the Banff Christmas Market and Melissa’s Road Race, items were borrowed more than 28,000 times, helping divert tens of thousands of single-use items from landfill. We received international visibility for the program during the G7 Kananaskis Summit, presenting on Lead Tourism for Good at the International Media Centre. We distributed Banff Borrows mugs to journalists from around the world, showcasing the destination’s leadership on practical, circular-economy solutions.
Lead Tourism for Good Speaker Series
We hosted the first three events in the new Lead Tourism for Good Speaker Series, featuring behavioural scientist Dr. Milena Nikolova; climate action group Protect Our Winters; and the Global Destination Sustainability Movement. These raised the profile of Lead Tourism for Good locally and internationally, and built understanding on topics like shaping visitor behaviour; climate leadership and advocacy; and quantifying tourism’s contribution to community, education, and environment.
Smart Tourism
Responding to AI-Driven Trip Planning
As generative Artificial Intelligence (AI) increasingly shapes how visitors research destinations and plan their trips, we developed our Generative Engine Optimization (GEO) capability to ensure that Banff and Lake Louise remain highly visible to our target audiences. As zero-click results reduced organic search traffic to websites around the world, we adapted our paid campaigns to ensure that high-intent travellers reached our site and Trip Builder tool. Our team’s adaptability in this fast-moving environment helped to ensure that inspiring content and important trip-planning information was visible, accurate, and accessible.
Launching the Virtual Expert
During the year, we developed and launched an AI Virtual Expert to augment our human-led approach to Visitor Services. Informed by with our team’s local knowledge, with its responses carefully reviewed, the chatbot extended access to trusted destination information overnight and during peak demand periods. Complementing, not replacing, our human team, the Virtual Expert provided visitors with timely responses while helping maintain consistent service levels across digital channels. Ending the year with an 82% satisfaction rating, we plan to launch a new and improved version in 2026.
Corporate Scorecard
Revenue Per Available Room
$0
2025 Target
$288
Average Annual Occupancy
0.7%
2025 Target
65.9 %
Change in Room Night Demand in Winter
+0
2025 Target
+37000
Net Promoter Score (NPS)
0
2025 Target
71
Admin Costs as a % of Total Expenditures
0%
2025 Target
11 %
Financial Information
Statement of Operations for the period January 1 to December 31, 2025
Revenues
Financial Contributions
Other Revenue
$ 15,542,354
2,267,210
Total Revenues
17,809,564
Expenditures
Marketing
Destination Development
Finance and Operations
10,972,901
5,494,773
2,081,054
Total Expenditures
18,548,728
Deficiency of Revenue over
Expenditures before Other Items
$ (739,164)
Other Items
40,383
Deficiency of Revenue
over Expenditures
$ (698,781)
DRAFT
Note:
This remains a DRAFT statement until approved by the Banff & Lake Louise Tourism membership at the 2026 Annual General Meeting.
This statement is abbreviated. For the complete audited statement please contact our Manager, Governance and Corporate Operations at asmithhay@banfflakelouise.com
Thank You
A heartfelt thank you to the hundreds of local businesses who are our members, and to the communities we work with to support Banff, Lake Louise, and the wider Bow Valley.
Your kind hospitality, your open-minded curiosity, and your love for nature help to make visiting this awe-inspiring place truly special.
We are especially grateful to the Indigenous communities and tourism businesses whose collaboration helped to shape Tremendous Beauty: Indigenous Tourism in Banff and Lake Louise, to Indigenous Tourism Alberta for their leadership, support and partnership, and to all those who play a role in bringing authentic Indigenous-led experiences to visitors facilitating connection to the land.
Thank you to our longtime partners at the Town of Banff and Parks Canada, the Banff & Lake Louise Hospitality Association, and the Association for Mountain Parks Protection & Enjoyment; as well as our neighbours and partners at Tourism Calgary, Tourism Jasper, and Tourism Canmore Kananaskis.
To our partners at Destination Canada and Travel Alberta, who strengthen our marketing efforts and multiply our return on investment. To our advocacy partners as the Tourism Industry Association of Alberta and the Tourism Industry Association of Canada.
We are hugely proud of our outstanding team of tourism professionals, whose expertise and dedication are behind all of this work, driven by their values.
Together, through Lead Tourism for Good, we are continuing to advance a destination where tourism supports community wellbeing, strengthens Indigenous connections, protects nature and climate, and embraces innovation through smart tourism. Thank you for helping move this work forward.
By the numbers
RevPAR
0$
Revenue Per Available Room, up 15% from the previous year.
More Winter Room Nights
0
Average Annual Occupancy up to 68%.
Net Promoter Score
0
Placing Banff and Lake Louise amongst the best performing destinations globally. Perspective Seekers returned a score of 87.
Sustainability Index
0
Scored on the Global Destination Sustainability Index — Most Improved Destination in North America.
Marketing Impressions
0,5M
Bringing over 190,000 high-intent travellers to our Trip Builder.
Attributable Hotel Revenue
$0,7M
From more than 33,800 room nights booked as a result of our Expedia campaigns.
Room Nights from Tour Operators
0K
Expected to generate $83 million in potential destination revenue.
Visitor Referrals
0K+
Our team referred visitors to member businesses. 51 businesses joined our new Frontline Communications Channel.
Events Economic Impact
$0M
From our owned and sponsored events.
Responsible Visitation Impressions
0K+
From our first Responsible Visitation Campaign, encouraging visitors to respect community, protect wildlife, reduce waste, and stay safe.
Lead Tourism for Good Events
0
Speaker Series events attended by 300 community members: Visitor Behaviour, Protect Our Winters, and the Global Destination Sustainability Index.
Reusables Borrowed
0+
Through Banff Borrows, diverting tens of thousands of single-use items from landfill.
SITE Crystal Award
0
For M&I Luxe Lake Louise 25, redefining winter incentive travel.
Qualified Business Events Leads
0
Representing $180 million in potential economic impact.
Trips Created
0+
1 Skift Award for our Trip Builder. 5.7 million website sessions from over 4 million unique users.
Blog Views
0K+
Humans directly viewed our blogs more than half a million times. Most popular articles:
- Nine Bucket List Hikes
- Biking the Bow Valley Parkway
- Best Time to Visit BNP
- How Long You Need to Stay
- Moraine Lake Travel Guide
Social Video Views
0,4M
Quality content across platforms including:
- Skijoring on TikTok
- Moraine Lake Road UGC on Instagram
- Bow Valley Parkway Cycling Reel on Facebook
Influencer Reach
0,7M
Reached through influencer partnerships like:
- @thewaltonadventure's Banff and Lake Louise destination reel
- @helloangelia's Four-day Banff winter itinerary
- @derek_nguyen's Banff Pride reel
New Content Assets
0+
Including photos and videos created.
Newsletters Opened
0,8M
Real Banff e-newsletters opened by our audience.
Earned Media Reach
0,2B
Through high quality earned media coverage like:
- Elle — How To Travel Around Canada Like A Nature-Obsessed ELLE Editor
- Travel + Leisure — This Iconic Canadian National Park Is Even More Magical in the Winter
- Forbes — SnowDays 2025: Discover A Fun Winter Festival In Banff And Lake Louise
- New York Times — 36 Hours in Banff, Alberta