A major trend in the tourism industry is that travellers are demanding new, engaging, highly unique experiences from travel. The National Tour Association’s (NTA) educational seminar (March 2003) identified experiences as the "next generation" of tourism products to grow tourism businesses.
Travel consumers want to be "emotionally moved," educated, challenged, involved, entertained, and even surprised. They are selecting travel destinations based on the delivery of "experiences" rather than the physical attributes of a resort, a city, a province, a country. At the heart of this demand are people who are willing to pay to participate in travel that offers something different; engaging experiences that go beyond traditional goods and services - representing opportunities for new travel programs, alliances, and packages.
No longer can you compete in the global travel industry with a bigger hotel, a new chairlift, and improved roads. Destinations have to create and cultivate truly unique travel experiences on an emotional, physical, intellectual, and even spiritual level.
Despite experiential tourism being a bit "preachy," by positioning Banff/Lake Louise "experientially" we continue to refresh the destination's appeal as more and more creative and compelling experiences are brought into the market by our membership. The goal is to increase customer loyalty, create an emotional bond, and provide reasons for them to want to return.
As the first Destination Marketing Organization in Canada to boldly identify experiential tourism as a strategic cornerstone, BAnff Lake Louise Tourism will work with industry and members to focus its resources on identifiable and measurable experiential segments of chosen markets.
A major achievement has been to work closely with Travel Alberta In-Province to help generate more attention to the value of experiential positioning.
Banff Lake Louise Tourism will work with MC&IT, leisure travel trade, and media relations programs that isolate opportunities to position the destination experientially in primary markets. This will include the generation of leisure travel component and media relations story ideas that offer:
For more than a century, Banff and Lake Louise have drawn savvy travelers from around the world by combining inspiring natural beauty with unique and sophisticated vacation experiences.
Nestled in the heart of Canada’s premier national park, Banff National Park, Banff and Lake Louise engage visitors with regionally inspired cuisine, award-winning spas, and world-class luxury.
The destination challenges both body and soul with extraordinary outdoor adventures, magnificent skiing, distinctive culture and rich heritage.