Parks Canada has been actively engaging with social media influencers as an increasing number of travelers rely on their content for trip planning to Banff National Park. Representatives from the Banff Field Unit participated in a recent Travel Alberta event in Canmore, where they joined 13 Alberta-based influencers to discuss responsible tourism practices.
This marked the first time that park staff had taken part in the annual program initiated in 2019. Travel Alberta utilizes these workshops to outline expectations for influencers regarding promoting the province. Acting superintendent of Banff National Park, Daniella Rubeling, emphasized the growing trend of visitors turning to social media over traditional sources like visitor centers for trip planning.
Rubeling highlighted the pivotal role of social media in shaping visitor perceptions and destinations of interest. During the event, park staff conveyed specific messages to influencers to encourage responsible behavior within the park. These messages included reminders for visitors to stay inside vehicles when encountering wildlife and to carry bear spray while hiking.
The decision to engage with influencers comes amidst a surge in visitation to Banff, with a record 4.5 million visitors in 2025–26, surpassing the previous high of 4.28 million in 2023–24. Parks Canada emphasized that influencer partnerships are crucial for protecting the unique and highly preserved environment of Banff National Park.
Linda Hoang, a participant in Travel Alberta creator events, noted that while tourism operators focus on attracting visitors, Parks Canada aims to manage visitor influx and behaviors. Efforts like attending influencer events signal a positive shift towards collaboration between the two groups.
Parks Canada stressed the importance of engaging influencers to uphold accurate information sharing and shape visitor expectations, promoting respectful behavior while safeguarding visitors and the park’s natural environment. Additionally, to address growing crowds, Parks Canada has implemented measures like vehicle access restrictions to Moraine Lake and mandatory shuttle services for visitors.
In a strategic move, Travel Alberta refrains from promoting Banff during the summer due to high visitation levels. Instead, the agency focuses on showcasing lesser-known destinations through influencer collaborations, aiming to highlight hidden gems across the province that offer unique experiences away from the crowds.