Stories from the Trails: Supporting the People Behind Banff and Lake Louise’s Tourism Economy
Tourism in Banff and Lake Louise is powered by people. From frontline staff like your local barista, to tour guides, shop assistants, hotel managers, and more. The workforce behind this loved destination is central to both the visitor experience and the wellbeing of the local community.
As part of the Lead Tourism for Good the vision for tourism in Banff and Lake Louise, partners are working together to strengthen the destination as an appealing and inclusive place to work. We spoke with Jenn Porter, Director of Workforce & Destination Affairs at Banff & Lake Louise Hospitality Association (BLLHA), about the realities of the local labour market, the importance of collaboration, and why this work matters personally to her.
Jenn, one of the key strategies within Lead Tourism for Good is to “align and strengthen promotion of the destination as an appealing and inclusive place to work.” From your perspective, how are we doing this as a destination today?
Jenn: Banff and Lake Louise might be small communities, but we are incredibly resource-rich — not just in landscape, but in people.
Tourism has been part of my life since my first job after Hotel Management school brought me to Banff. When I talk about promoting this destination as an appealing and inclusive place to work, I’m speaking from lived experience. This community shaped my career.
Since joining BLLHA, I’ve been impressed by how connected this destination is. Employers, agencies, and community partners show a genuine willingness to collaborate and support the people who choose to build their lives here. That collective mindset is one of our greatest strengths.
The Workplace Inclusion Charter is a great example. It’s more than a document — it’s a commitment that belonging matters and that workplaces where people feel safe, valued, and respected are foundational.
Beyond employers, there’s also a strong ecosystem of support. Settlement services, mental health resources, recreation groups, volunteer opportunities, and mentorship programs help people find connection. Philanthropic partners like the Wim and Nancy Pauw Foundation and the Banff Canmore Foundation also play an important role in improving livability across the Bow Valley.
Living and working in a national park is special, but the mountains can’t be the only selling feature. It also has to be about stability, inclusion, housing conversations, workforce planning, and long-term opportunity. What gives me confidence is seeing those priorities reflected in partnerships, programs, and how organizations show up for one another.
The labour market is unique in Banff and Lake Louise. Can you explain why?
Jenn: It is very unique! Banff and Lake Louise are not typical rural communities. They are federally regulated, tourism-based economies operating within Banff National Park.
We have municipal governance shaped in partnership with federal legislation. Growth is intentional, land is protected, and housing development and commercial activity must align with national park policy and long-term ecological integrity.
Those overlapping mandates create a uniquely structured environment. Housing, workforce planning, and economic development are deeply connected.
While our labour market pressures are structural, so is our approach to managing them. Success here depends on coordination between municipal, provincial, and federal partners to ensure environmental stewardship and economic vitality move forward together.
What’s the biggest challenge for the workforce right now?
Jenn: The biggest challenge is ensuring long-term workforce stability in a structurally constrained environment.
Like I mentioned, housing, immigration pathways, and labour supply are deeply interconnected in Banff and Lake Louise. When one shifts, the impact is felt across the entire system. Immigration policy is a significant part of that puzzle, and when federal or provincial changes happen quickly, it can create immediate uncertainty for employers and workers alike.
That’s why advocacy matters. It’s critical that we continue to support our workforce, provide clear information during periods of change, and advocate for policies that recognize the realities of destinations like Banff and Lake Louise.
What really gives me confidence is the level of collaboration across sectors! Public partners are examining housing and land-use policy through a workforce lens. Employers are investing more intentionally in retention and employee experience. Community organizations continue to strengthen settlement and support services.
The opportunity is ensuring that housing, workforce planning, immigration policy, and destination strategy move forward together. Collaboration is so essential here.
What do you want the community to know about the Banff & Lake Louise Hospitality Association and its role?
Jenn: BLLHA exists to support the people and businesses that power Banff and Lake Louise.
We represent more than 120 tourism and hospitality operators employing over 5,000 people across the Bow Valley. But our role goes beyond representation. We convene partners, advocate for the industry, conduct research, and lead conversations on the issues that directly affect workforce stability, housing, immigration pathways, and long-term economic resilience.
Tourism is the economic backbone of this community. Our responsibility is to ensure decisions made at municipal, provincial, and federal levels reflect the operational realities of a rural, federally regulated destination.
What does Lead Tourism for Good mean to you?
Jenn: Tourism has shaped my entire career. My first job after studying Hotel Management was here in Banff. This destination gave me opportunity, community, and a career path I’m still deeply passionate about.
So, when I think about leading tourism for good, I think about protecting that opportunity for others.
Tourism has the power to create connection, careers, and economic strength. But leading for good means growing thoughtfully. It means focusing not just on visitor numbers, but also on workforce stability, housing, inclusion, and long-term sustainability.
For me, it’s personal. This place gave so many of us our start.
Lead Tourism for Good is about making sure it continues to be a place where people can build meaningful careers and lives.
Learn more about BLLHA and the great work they do to Lead Tourism for Good.
Jenn Porter is a hospitality leader whose career spans luxury resorts, remote mountain lodges, and high-end destination events. Those hands-on years shaped her deep respect for the people who power this industry.
Now, as Director of Workforce & Destination Affairs at the Banff & Lake Louise Hospitality Association, Jenn channels that lived experience into advocating for the workforce behind Canada’s most iconic destination. For her, it’s personal; hospitality isn’t just her profession, it’s the community and industry that shaped her path.