Partners on the Path: Banff & Lake Louise Tourism’s New Pilot Rewards Visitors for Responsible Behaviour

On June 13, Banff & Lake Louise Tourism (BLLT) tested a new approach to encouraging responsible visitor behaviour in Banff National Park. An activation held at the Banff Train Station surprised visitors who arrived in carpool groups of four or more with complimentary admission to the Whyte Museum of the Canadian Rockies.

This first-of-its-kind pilot in Canada explored whether positive incentives could encourage travel choices that help address growing pressures related to traffic congestion, parking demand, and emissions in Banff National Park.

It also demonstrates how Banff and Lake Louise is working to Lead Tourism for Good for people and the park. Rather than focusing on restrictions, the activation rewarded responsible choices, encouraging visitors to reduce vehicle use while enhancing experience in the park.

In doing so, the pilot brings the Visitor Experience Trail to Tomorrow to life by inspiring stewardship and demonstrating how visitors can be part of the solution.

A positive approach to behaviour change

The activation was designed as a simple but visible demonstration of Park Mode, a BLLT-led responsible visitation initiative that encourages visitors to consider how their choices impact the places they love.

As visitation to Banff National Park continues to grow, finding innovative ways to reduce vehicle traffic has become increasingly important. With many day visitors travelling from Calgary and surrounding communities, the pilot focused on a practical behaviour change that can help reduce the number of vehicles entering Banff while maintaining a positive visitor experience.

"We know people care deeply about Banff and want to be part of protecting it," said Christie Pashby, Director of Public Affairs at Banff & Lake Louise Tourism. "As a destination, our vision is to Lead Tourism for Good for people and park. Initiatives like Park Mode help turn that vision into action by inspiring visitors to make responsible choices and become stewards of this extraordinary place."

Rather than focusing on the challenges of visitation, the activation highlighted how small actions, such as travelling together in one vehicle, can contribute to a better experience.

Community collaboration in action

The pilot was made possible through collaboration between BLLT and local partners, including the Whyte Museum of the Canadian Rockies and local ski hill Mt. Norquay, who has its own carpooling initiative “Cool 2 Carpool”. Together, the partners demonstrated how tourism organizations and businesses can work collectively to encourage stewardship.

"The Whyte believes in the power of Park Mode to inspire more mindful, responsible visitation in Banff National Park," said Tera Swanson, Marketing and Communications Manager at the Whyte Museum. "This partnership helps visitors connect more deeply with the culture, history and stewardship that make this place so meaningful."

Mayor Corrie DiManno, who attended the activation and serves on BLLT's Board of Directors, said the event demonstrated how positive reinforcement can support community goals.

“I had a number of brief, but great conversations with visitors, thanking them for carpooling and explaining how our parking lots fill up by mid-morning during peak season,” she said. “I’m excited to see how the program evolves and whether rewarding visitors for making Park Mode choices can help visitors think differently about how they travel to and experience our community and park.”

The pilot positions Banff and Lake Louise as a testing ground for practical solutions to tourism challenges like traffic congestion, waste management, and more. While the June 13 activation was a small-scale pilot, the insights gathered will help inform future Park Mode initiatives and explore how positive incentives can encourage stewardship-focused visitor behaviour.

Have an idea for a Park Mode activation? Let us know!