Parks Canada is actively engaging with social media influencers as more individuals rely on their content to plan visits to Banff National Park.
Recently, staff from the Banff Field Unit participated in a Travel Alberta event in Canmore, where they interacted with 13 Alberta-based influencers to educate them on responsible tourism practices. This marked the first time park staff joined this annual program initiated in 2019.
During these workshops, Travel Alberta outlines its expectations for influencers it collaborates with to promote the province effectively.
Acting superintendent of Banff National Park, Daniella Rubeling, highlighted the increasing trend of visitors using social media over traditional sources like visitor centers to plan their trips. She emphasized the significant impact of social media on people’s perceptions and travel decisions.
At the event, park staff conveyed key messages for influencers to incorporate in their posts, focusing on promoting safer practices within the park. These messages include advising visitors to stay in their vehicles when encountering wildlife and to carry bear spray when hiking.
The decision to participate in the event coincides with Banff experiencing record visitation numbers. In the previous year, the park welcomed 4.5 million visitors, surpassing the previous record of 4.28 million.
Influencer partnerships are viewed as crucial by Parks Canada in safeguarding Banff. Linda Hoang, a participant at a Travel Alberta creator event, acknowledged the shift towards collaboration between tourism operators and Parks Canada in managing visitor flows.
Tourism boards are increasingly leveraging influencers to shape visitor behavior, recognizing the significant influence of social media consumption on travelers’ choices.
Parks Canada emphasized the importance of engaging influencers to preserve Banff National Park’s unique and protected environment, ensuring accurate information dissemination and fostering respectful visitor conduct.
To address the surge in crowds, 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 marketing strategy by refraining from promoting Banff during the summer peak season, focusing instead on showcasing lesser-known destinations through influencer collaborations.