Parks Canada is 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 recently participated in a 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 this annual program, initiated in 2019 by Travel Alberta to outline expectations for influencers when promoting the province. According to Daniella Rubeling, the acting superintendent of Banff National Park, visitors are now turning to social media platforms rather than traditional sources like visitor centers to gather information for their trips.
During the event, park staff conveyed specific messages for influencers to incorporate into their posts, focusing on promoting safer behaviors within the park. These messages included reminders for visitors to stay in their vehicles when encountering wildlife and to carry bear spray while hiking. Rubeling emphasized the importance of reinforcing these messages to ensure visitor safety, especially for individuals less familiar with park guidelines.
The decision to participate in the event coincides with Banff experiencing a surge in visitation, reaching a record 4.5 million visitors in the 2025–26 period, surpassing the previous high of 4.28 million in 2023–24.
Parks Canada views influencer partnerships as crucial in safeguarding Banff National Park. Linda Hoang, a participant in a previous Travel Alberta creator event, highlighted a shift towards collaboration between tourism operators and Parks Canada in managing visitor traffic. The involvement of Parks Canada in the influencer event signifies a positive development in fostering cooperation, according to a social media instructor from the University of Alberta.
Hoang emphasized the significant influence of social media content on visitor behavior, noting the strategic use of influencers by tourism boards to shape visitor experiences. She highlighted the impact of social media consumption on travelers and emphasized the importance of organizations adapting to leverage this influence effectively.
In response to inquiries, Parks Canada stated that engaging with influencers is vital due to the unique and protected status of Banff National Park. The collaboration with content creators aims to ensure the dissemination of accurate information and promote responsible behavior to protect both visitors and the park’s natural environment.
To manage the growing influx of visitors, Parks Canada has implemented measures such as restricting vehicle access to Moraine Lake and mandating shuttle services for visitors. In alignment with these efforts, Travel Alberta has adjusted its summer marketing strategy, refraining from promoting Banff during peak seasons due to high visitation levels.
Tannis Gaffney, the chief marketing officer at Travel Alberta, explained that the agency focuses on showcasing lesser-known destinations through influencer collaborations to divert attention from overcrowded areas. By highlighting hidden gems across the province, Travel Alberta aims to attract visitors to off-the-beaten-path locations, offering unique experiences away from the bustling crowds.