A report on destination competitiveness has been released by industry leaders and stakeholders from across all tourism sectors within Banff National Park. In January 2011, in partnership with the Town of Banff and Parks Canada, Banff Lake Louise Tourism initiated a bold new initiative seeking innovative ways to enhance competitiveness of the destination’s primary industry - tourism. A Competiveness Initiative Panel was established to understand current tourism trends and how the destination can be better positioned for future sustainability. Most importantly, the goal was to gain unity in building community engagement while executing short, medium and long-term planning.
The panel drew input from various outside competitors and industry experts, including a senior advisor at Deloitte, one of Canada’s leading consultants for tourism, hospitality and leisure industries. A close examination of how today’s consumer behaviour is fundamentally evolving with new technologies has brought greater understanding of the traveller planning and selection process as well as what their service and value expectations are.
Recognizing today’s reality demands a fresh approach, especially with respect to the iconic significance and importance of celebrating Canada’s first National Park, the key recommendations for future priorities are:
• ‘Banff Comes Alive’: Bringing animation and vibrancy to the destination including a focus on winter.
• ‘Canada’s Alpine Adventure’: Positioning Banff National Park as the cool place to go for classic outdoor experiences, including hiking and biking.
• ‘Alberta Associations’: Encouraging Alberta associations to connect with the national park for their meetings and convention needs.
• ‘Education and Learning’: Targeting local, national and international school markets by bringing learning and education to the forefront of our tourism offering.
“Real competitiveness will only be achieved through collaboration” says Julie Canning, president and CEO at Banff Lake Louise Tourism. “As we look towards 2012 and beyond, the establishment of these four priorities now allows for unified planning and a total destination commitment.”