10-year vision for Banff seeks to balance economy with community

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The new year will bring a fresh vision for the future of tourism in Banff National Park.

A years-long collaboration between governments and local agencies has produced a draft plan to guide visitor use within the park and surrounding region over the next decade.

The Lead Tourism for Good 10-year Vision for Tourism in Banff and Lake Louise is a blueprint led by Banff and Lake Louise Tourism, with support from the Town of Banff and Parks Canada. Community leaders and stakeholders were also involved in the process.

The plan, which seeks to strike a balance between economic prosperity and the protection of cultural and community integrity, was approved by Banff council last month. Official support from Parks Canada is still in process, with a final report expected early in 2023.

Leslie Bruce, president and CEO of Banff and Lake Louise Tourism, said the pandemic and its effect on the region illustrated how important a collaborative plan was for the long-term future of the economy and environmental sustainability in the park.

“The single biggest thing is the need for resilience,” she said. “The last two and a half, almost three years have shown us exactly how reliant our community is on tourism and the visitor economy for our economic prosperity, but also as a significant contributor to community well-being and even, frankly, as leaders in environmental stewardship.

“Our role is very much understanding the needs of our visitors, understanding the consumer, and really then helping historically position our industry to adapt to those needs,” Bruce said.

Calls for community feedback last spring and summer saw more than 2,000 residents in the national park participate in data and research reviews, seminars and workshops, and surveys, among other initiatives.

One survey found 92 per cent of residents value living close to nature as important to their quality of life. Congestion was also raised as a significant issue for residents and industry partners, as well as the need to develop the park as a more sustainable destination.

A desire to grow meaningful and long-lasting relationships with the area’s Indigenous community to enhance the truth and reconciliation process was also a key finding.

Feedback helped guide the creation of the Trails to Tomorrow, five key objectives for the plan that include visitor experience, nature positive and climate action, community well-being, Indigenous connections and smart tourism.

Banff Mayor Corrie DiManno said at a Dec. 19 council meeting that the town is committed to helping achieve the plan’s goals.

“We have worked really hard to bring our economy back after the pandemic, and now we need to make Banff even more amazing with a sustainable vision for our community to be resilient through the decades,” she said.

DiManno said she was pleased to see the importance placed on community well-being, because while it can be difficult to live in a town that sees millions of visitors each year, residents have a big role to play in the future success of tourism advancements.

“Although this is called a tourism vision, it goes beyond the visitor economy and the tourist trade. We heard loud and clear this is about our communities and the future of anyone who chooses to live in the park, so we must take the steps to make sure Banff has the type of tourism we love.

“The visitor economy is our only economy, and its resilience and sustainability are essential to us. There should be no us and them when we think about Banff residents and the visitor economy — we are all us.”

The plan is expected to be officially launched in the spring following more meetings in the first quarter of 2023.

ocondon@postmedia.com