Parks Canada is actively engaging with social media influencers to leverage their impact as more individuals are utilizing their content for planning visits to Banff National Park. Representatives from the Banff Field Unit recently participated in a Travel Alberta event in Canmore, where they interacted with 13 influencers from Alberta to educate them on responsible tourism practices.
This marked the first time park officials joined the annual initiative, which commenced in 2019. Travel Alberta utilizes these workshops to outline its expectations for influencers it collaborates with to promote the province. Banff National Park’s acting superintendent, Daniella Rubeling, highlighted the shift in visitor behavior, noting a preference for social media over traditional sources like visitor centers when planning trips.
To adapt to this trend, park staff shared key messages with influencers during the event to encourage safer practices within the park. These messages include reminders for visitors to remain inside their vehicles when encountering wildlife and to carry bear spray during hikes. Rubeling emphasized the importance of reinforcing these messages to ensure visitor safety, particularly for individuals less accustomed to park settings.
The decision to engage with influencers comes amid a surge in visitation to Banff, with a record 4.5 million visitors in the past year, surpassing the previous high of 4.28 million.
Parks Canada views influencer partnerships as instrumental in safeguarding Banff. Linda Hoang, a participant in previous Travel Alberta events, noted the historical discrepancy between tourism operators’ focus on attracting visitors and Parks Canada’s efforts to manage visitation. However, the agency’s involvement in the influencer event signals a positive shift towards enhanced collaboration, according to the University of Alberta social media instructor.
Hoang emphasized the influential role of social media in shaping visitor behavior, prompting tourism boards to increasingly leverage influencers for this purpose. She highlighted the strategic importance of aligning with social media trends to effectively engage with audiences.
In a statement to CBC News, Parks Canada emphasized the significance of engaging influencers to uphold Banff National Park’s unique status as a highly protected area. By collaborating with creators, the agency aims to ensure the dissemination of accurate information, shape visitor expectations, promote respectful behavior, and preserve the natural environment.
To manage the escalating visitor numbers, Parks Canada has implemented measures such as restricting vehicle access to Moraine Lake and mandating shuttle services for visitors. Travel Alberta has also adjusted its promotional strategy by refraining from actively promoting Banff during the summer due to high seasonal traffic.
Tannis Gaffney, Chief Marketing Officer, mentioned that the agency focuses on showcasing lesser-known destinations through influencer partnerships to divert attention from overcrowded areas. The emphasis is on highlighting hidden gems across the province that offer unique experiences away from the typical tourist hotspots.