Partners on the Path: Shifting Visitor Behaviour in Banff National Park
In early July, Banff & Lake Louise Tourism (BLLT) launched a bold new responsible visitation initiative that encourages visitors to “Shift into Park Mode” by going car-free, reducing waste, being safe in the mountains, co-existing with wildlife, and respecting the community.
Why is this a big deal? In this incredibly popular place, shifting visitor behaviour is essential. And to ensure consistency and impact, BLLT has aligned its messaging with partners like Parks Canada and the Town of Banff.
We spoke with Christie Pashby, Director of Communications and Engagement at BLLT, the leader behind this initiative, to learn more about this important work and how it all ties back to the destination’s vision for tourism “Lead Tourism for Good.”
Christie, what can you tell us about BLLT’s new Responsible Visitation Initiative?
Christie: It’s new, it’s exciting, and it’s been a long time coming! This initiative is BLLT’s first dedicated Responsible Visitation campaign, and it represents a major milestone for us. At its core, this initiative is about encouraging visitors to see themselves as co-stewards of this extraordinary place.
We know that Banff and Lake Louise are incredibly popular, and with that popularity comes pressure on the environment, our community, and on the visitor experience. So, we’re inviting visitors to shift their mindset when they arrive. “Park Mode” is different from “Home Mode.” It’s about slowing down, being present, and making thoughtful choices that align with our destination’s values.
What are BLLT’s goals for the initiative?
Christie: Well, frankly our first goal was to get it launched and in market! BLLT has committed significant resources into this campaign, which will run year-round and is strategically targeted to reach visitors. The campaign drives to a new landing page—banfflakelouise.com/shift-into-park-mode—where visitors can easily access tips and resources that make responsible choices simple and intuitive.
We're hoping to accomplish things like reducing waste, lowering emissions, inspiring safety, and encouraging kindness and patience. We have a lot of ideas on how people can help us achieve these.
And importantly, we’ve aligned our messaging with our partners at Parks Canada and the Town of Banff. They’re the experts when it comes to co-existing with wildlife, reducing waste, and staying safe in the mountains—so why wouldn’t we build on their leadership? This alignment ensures that visitors hear a consistent message, no matter where they engage with the How did behavioural science shape or inform this new initiative?
Christie: We were fortunate to gain lots of insights from Dr. Milena Nikolova, a leading expert in behaviour science during her visit to Banff as part of our first Lead Tourism for Good Speaker Series. These learnings from her were a turning point!
One of the key takeaways from Dr. Nikolova’s work is that intrinsic motivation alone isn’t enough. We also learned that the way choices are presented (what’s known as choice architecture) can have a significant impact on behaviour. So, we’ve designed this campaign to gently guide visitors toward the kinds of actions that align with our local norms and values. It’s about making it easy to make good choices and clarifying what are our local norms. Whether it’s taking transit, reducing waste, or respecting wildlife and the community, we’re saying: “This is how it’s done in Banff and Lake Louise.”
That clarity and simplicity is intentional, and we want to make it effortless for people to do the right thing.
Why is now the right time to launch this initiative in Banff and Lake Louise?
Christie: Like I mentioned earlier, this has been a long time coming, but we’ve reached a moment where it truly feels like now or never.
Launching this initiative is part of a much broader, long-term vision to building a resilient and sustainable visitor economy in Banff and Lake Louise – one that supports the health of our natural environment and the wellbeing of the people who live and work here. Tourism touches everyone in this destination, whether it’s through employment, business, or daily life. That’s why this initiative matters. It’s not just about managing visitor behaviour—it’s about shaping the future we want for Banff and Lake Louise.
Can you tell us more about how the Responsible Visitation Initiative relates to the destination’s vision for tourism?
Christie: Absolutely! The vision for tourism in Banff and Lake Louise is called "Lead Tourism for Good", and the responsible visitation initiative is a direct example of that vision in action.
One of the key strategies in the vision document is to “engage visitors through destination brand messages that support stewardship and responsible behaviour.”
That’s exactly what we’re trying to do with Shift into Park Mode. It’s about helping people experience and enjoy this extraordinary national park in ways that are aligned with its values, heritage, and identity. Park Mode is a mindset that encourages a deeper connection with this place.
And it’s not just this campaign. The initiative is a critical part of BLLT’s role in shepherding the vision for tourism. We’re proud to be putting that vision into practice along with many of our partners, local businesses, and the broader community.
What does the community need to know?
Christie: First and foremost—we’re listening. We recognize that tourism impacts everyone who lives and works here, and we’ve kept community wellbeing in mind during the development of this initiative. As members of this community ourselves, we also want visitors to learn from us as locals and discover the unique norms of life in Banff and Lake Louise.
That’s why “Respect Community” is one of the five themes of Shift into Park Mode. We’re asking visitors to slow down, be kind, and take the time to learn about Banff’s people, cultures, and stories. Responsible visitation isn’t just about protecting nature—it’s also about honouring the people who call this place home.
We want residents to feel seen and supported, and we want visitors to understand that being a good guest means engaging with the community in a thoughtful way.
Check out the initiatives landing page!
Shift into Park Mode
Christie Pashby has been working in and around tourism for more than 25 years. A former news reporter, travel writer, guiding company owner, strategy and brand consultant and tourism marketer, she leads Communications and Engagement at BLLT. A long-time Bow Valley resident, Christie believes this unique and beautiful place in the world holds purpose and promise.