The project saw an unprecedented level of engagement throughout. The research process included:
One-on-one interviews: with almost 45 key tourism industry partners.
Three surveys: of Banff National Park residents, tourism employees in the destination, and tourism industry partners; with more than 2,000 responses in total.
Six Working Groups: each addressing one the following key themes: Diversity, Equity & Inclusion, Future Destination Brand & Values, Indigenous Tourism, Innovating Tourism, Live, Work & Community, and Sustainability. The Working Groups include members of the community and tourism industry stakeholders, tasked with collaborating to build shared understanding, identify collective priorities, and co-develop a number of meaningful joint recommendations.
Group NAO, an internationally recognized research and innovation company, supported the process and completed the research as an independent third party.