Leading Tourism for Good: The Role of Values in Destination Marketing

As a destination marketing organization, Banff & Lake Louise Tourism (BLLT) is tasked with inspiring visitors to choose Banff National Park as their preferred travel destination.

So how do values come into play in destination marketing? And how do they help guide decision-making? In this Q&A, Delaney Johnston, Brand Manager at BLLT, shares what values-led marketing means, why it’s important, and how it’s all related to the vision for tourism in Banff and Lake Louise called “Lead Tourism for Good.”

Delaney, how would you describe values-led marketing?

Delaney: You could think of values-led marketing the way you might think about someone you know who lives according to strong personal values. For that person, their values act as a kind of North Star—guiding their decisions and helping them stay aligned with what truly matters to them. So, when someone makes choices that are rooted in their core values, they tend to feel more fulfilled, at peace, and connected.

In marketing, that looks like making sure our values underpin everything we do. They’re not just words on a page—they’re intertwined in our brand and woven through our storytelling. They show up in our visual content and in the way we talk about this destination.

More than ever, people are making choices based on their values. In a crowded marketplace, brands that truly live their values—not just talk about them—are the ones that stand out. That’s why our marketing should reflect our values in a way that feels authentic and natural.

What are the values here in Banff and Lake Louise and where did they come from?

Delaney: They’re Nature, Curiosity, and Hospitality. They’re really meant to be for everyone who lives, works in, visits or cares about this place.

The values came from a collective effort with stakeholders, businesses, and the community. We used the engagement process for Lead Tourism for Good as a jumping-off point; we drew on strong themes and feedback that emerged from that dialogue. We also had a Brand Taskforce made up of the community, businesses, and industry partners to help guide the development of this work, and made sure to create opportunities for the community, businesses, and team members to engage and share feedback. So, it was a real destination-wide team project!

For me, the work was fascinating. Even after our initial rollout in 2023, we thought we had landed in a great place, but we heard that one value didn’t quite capture our intention, so we took it back to the drawing board. We wanted to make sure the values felt right for everyone, because if they didn’t feel right, people were not going to engage with the work, and the whole point was to make sure that we were all in a place of alignment – that we could all rally around these values.

How is BLLT putting these values to use?

Delaney: What our events team is doing is a great example of how we are implementing these values through our work. We’ve reimagined experiences like SnowDays by embedding the values into every detail—from the event’s theme to the selection of snow sculptures. Specifically, while creating “Weekend of Wonder”, our team leaned into the Curiosity value to focus on educational and cultural components when selecting entertainment and workshops. There were hands-on crafts, wild science workshops, and even a chance for kids to try ice carving for themselves.

In terms of how the values shape our marketing and brand development, if you look at our visual digital content, our content team has also done an amazing job of expressing these values. Now, when we showcase experiences, we consistently use reusables rather than single-use items, in alignment with our Nature value. This is an example of how we market to values-aligned visitors, by communicating what is important to us as a destination.

Another great example is the Ambassador Program, which aligns with the Hospitality value. We welcome new locals to the destination and help educate them on everything there is to do and see, and how to do it safely. This information not only helps them enhance their own visitor interactions, but it also helps to ensure that we are not only gracious hosts, but also grateful guests who recognize how special Banff National Park is.

What would you like the community to know about values-led marketing?

Delaney: The values create a foundation of alignment and agreement that stretches across Banff and Lake Louise and beyond. We all love this place, and we can work together using these values even when there are tough challenges and differences of opinion.

Nature, Curiosity, Hospitality—all three of these values can help build community pride, give us something to connect on, and guide our decision-making. We are committed to ensuring that every initiative, from marketing campaigns to partnerships and events, reflects what matters most to this destination.

Finally, I'd add that when we invite visitors who share these values to this destination, we know they have a great experience. Our research and survey results show that they do. And that creates a better experience not just for businesses but the community too. We want people who visit here to appreciate this place just as much as the community does.

Finally, how does this relate to Lead Tourism for Good?

The values are at the heart of how we lead tourism for good. They guide how we approach all aspects of this vision for tourism. These values shape our decisions, help us set priorities, and guide our partnerships. They influence not just what we do, but how we do it—collaboratively, responsibly, and with long-term impact in mind.

For example, when we think about “Visitor Experience” which is one of our focuses in guiding tourism towards a sustainable future, it’s Hospitality that inspires us. We’re welcoming visitors with gratitude, creating spaces of inclusion, and championing true-to-place experiences. This is what it means to lead tourism for good—it’s about consistently applying these values in every step we take together.

I’d close by reiterating that values-led marketing is more than just a strategy; it’s about purpose. By grounding our work in Nature, Curiosity, and Hospitality, BLLT isn’t just marketing an incredible destination; we’re shaping a more sustainable and connected future for Banff and Lake Louise. When we lead with our values, we all move forward together.

Delaney Johnston is the Brand Manager with Banff & Lake Louise Tourism, and has been with the organization in a variety of roles from Visitor Services to Marketing for the past 6 years. She is passionate about using compelling storytelling and impactful creative work to bring our destination brand to life for our values-aligned audience. Through her work in travel and tourism she has had the chance to work around the world and learn from industry leaders including the Walt Disney World Resort, Norwegian Cruise Lines, and Fairmont Hotels & Resorts. In her free time she enjoys exploring Banff National Park with her favourite hiking partner, her dog Hazel.