Parks Canada is actively engaging with social media influencers as an increasing number of travelers rely on their online content to plan visits to Banff National Park.
Recently, the Banff Field Unit team 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 park staff had been involved in this annual program that commenced in 2019.
During the event, park representatives shared key messages with influencers to incorporate in their posts, focusing on promoting safe practices within the park. These messages included advising visitors to stay in their vehicles when encountering wildlife and to carry bear spray while hiking.
The decision to participate in the event coincides with Banff National Park experiencing record visitation numbers. In the 2025–26 period, the park welcomed 4.5 million visitors, surpassing the previous high of 4.28 million in 2023–24.
Linda Hoang, a social media instructor at the University of Alberta, noted a shift towards greater collaboration between tourism operators and Parks Canada. She highlighted the importance of influencers in shaping visitor behavior and emphasized the significant influence of social media content on travel decisions.
Parks Canada emphasized the importance of working with influencers to protect Banff National Park, ensuring accurate information is shared and promoting responsible visitor behavior.
To manage the increasing visitor numbers, Parks Canada has implemented measures such as restricting vehicle access to Moraine Lake and promoting the use of shuttle services. Travel Alberta has adjusted its marketing strategy by refraining from promoting Banff during the summer peak season, focusing instead on showcasing lesser-known destinations through influencer partnerships.