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2018 Advisory Group

Member input and feedback are integral to delivering on the destination business plan. We seek representation from a wide range of members and invite you to share your insights with one of the 2018 Advisory Groups;

  • Member Communications
  • Travel Trade
  • Meetings, Incentive, Conferences and Events (MICE)
  • Consumer Marketing
  • Lake Louise

To submit your expression of interest, please select the group(s) you wish to participate in and submit the form below by February 2, 2018.


Solicit input and garner insights from members to help deliver on the strategies and tactics of the destination business plan.

Advisory Groups:

Member Communications

The Member Communication Advisory Group are seeking feedback and insights to assist in building effective solutions for successful and compelling communication to all members.  Past topics of discussion have included networking opportunities for members, member site content and member survey.


  • All members and stakeholders (LLAB, ID9, Parks Canada) in Banff and Lake Louise are invited to participate in this advisory group.
Travel Trade

The Travel Trade Advisory group members collaborate and share feedback on international markets, best practices, and trends to help support and grow opportunities for Banff and Lake Louise members through travel trade.


  • Tourism sales and marketing experience with the travel trade.
  • Desire to participate in B2B marketing, tradeshows, sales calls etc.
  • Desire to participate in travel trade FAMs, travel trade specific media hosting etc.
  • Ability to share insight on company’s travel trade business levels and trends to support the destination.
Meetings, Incentives, Conferences & Exhibitions (MICE)

The MICE Advisory Group brings together MICE industry expertise on the destination's strategic value proposition.  They provide destination strategy, industry insight, strategic guidance and feedback to support lead generation, opportunity generation and education development of MICE business for Banff and Lake Louise.


  • Experience with executing MICE events (conferences, meetings, receptions etc.)
  • Experience within the Canadian and U.S. geo-markets (international being an asset).
  • Desire to participate in tradeshows, sales calls etc.
  • Desire to participate in site visits, business development trips etc.
  • Ability to share insight on your business’s MICE trends and business levels to help support the destination efforts
Consumer Marketing

The Consumer Marketing Advisory Group shares marketing insights and best practices to collectively elevate the destination. They collaborate on content development within the BLLT niche targets and seek to tell the destination story in innovate ways.


  • Tourism sales and/or marketing experience in Canadian and/or U.S. markets.
  • Experience related to digital marketing, including social channels, search engine marketing, e-mail marketing, and traditional advertising channels.
  • Experience in developing strategic content, including owned, earned and paid, for example social media, editorial sponsorships and influencer relations.
Lake Louise

The Lake Louise Advisory Group share knowledge and insights of business trends in Lake Louise.  They engage in discussion around strategies and tactics for Lake Louise in alignment with the destination business plan.  Past topics of discussion have included events in Lake Louise, business development opportunities in Lake Louise and summer traffic communication plan.


  • All members and stakeholders (LLAB, ID9, Parks Canada) based in Lake Louise are invited to participate in this advisory group.

Terms of Reference:

To understand more about the participation guidelines, please read the Terms of Reference.  

Application Form:

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