Inside BLLT: Bringing Germany’s Top Travel Agents to Banff and Lake Louise with DERTOUR Academy
Banff and Lake Louise will play host to one of the most influential travel trade events in the German market: DERTOUR Academy. For Banff & Lake Louise Tourism (BLLT), this is a major milestone and a big win for the destination.
DERTOUR is Germany’s largest tour operator and one of BLLT’s most important long-standing partners in Europe. This month, Banff and Lake Louise will once again take on the role as co-hosts of the Academy alongside Tourism Calgary for the first time since BLLT last hosted the event in 2013.
We caught up with Lukas Prochazka, Senior Manager, Travel Trade at BLLT, to learn why this event matters, what members can expect, and how it supports the long-term vision for tourism in Banff and Lake Louise.
The Moment: Lukas, let’s start with the basics! What is DERTOUR Academy?
Lukas: DERTOUR Academy is a premier education event for travel agents. Its purpose is simple but powerful: to deeply educate agents on the hosting destination so they can confidently sell it to their clients.
DERTOUR invites and selects around 300 top-selling German travel agents to attend. What’s important to note is that these agents aren’t exclusive to DERTOUR, they also sell through other German tour operators. So, we’re not just hosting DERTOUR sellers; we’re hosting the best Canada sellers in Germany overall.
This makes the Academy an incredibly high-impact opportunity for Banff and Lake Louise.
The Moment: Why is hosting the Academy such a big deal for Banff and Lake Louise?
Lukas: Winning the bid to host the 2026 Academy is a huge win!
Germany is one of our most important international markets for us, and travel agents play a critical role in how trips to Canada are booked. Roughly 75% of bookings to Canada in Germany are made through travel agents, and about 40% of agents are new to the industry due to staff turnover during COVID. That means education has never been more important.
This experience helps travel agents become advocates for Banff and Lake Louise, highlighting the destination’s winter offerings.
The Moment: What does the 2026 Academy look like on the ground?
Lukas: The event will welcome approximately 400 participants, including 300 travel agents, with programming split between Calgary, Banff and Lake Louise.
While they’re here, the group will stay at Banff Park Lodge, with major events hosted at the Banff Gondola and the Banff Centre. During activity days, agents will experience the destination; skiing at all three ski resorts, afternoon tea at Fairmont Banff Springs and Fairmont Chateau Lake Louise, snowshoeing, tubing, fat biking, and more!
It’s essentially one large, coordinated winter FAM (familiarization) group that shows the full range of experiences available in Banff and Lake Louise in winter.
The Moment: How are partners and members involved?
Lukas: This event is built on partnership! Destination Canada, Travel Alberta, Lufthansa / Discover Airlines and Air Canada, Tourism Calgary, and many BLLT members are all involved.
Pursuit and SkiBig3 are contributing in a major way, alongside many other members supporting on a meaningful scale through accommodation, activities, dining, attractions, transportation, and retail.
The Moment: Why is winter such a strategic time to host DERTOUR Academy?
Lukas: Winter is an incredible opportunity for Banff and Lake Louise. German travellers are high-spending and place a high value on authentic, experience-led travel which is exactly what our winter season delivers.
By hosting the Academy in winter, agents get to experience skiing across all three resorts, snowshoeing, ice walks, and the warmth of our hospitality first-hand. It allows us to shift perceptions, highlight longer stays, and reinforce Banff and Lake Louise as a world-class winter destination.
The Moment: What impact do you expect from hosting DERTOUR Academy?
Lukas: Our objective is to generate demand for overnight stays in winter, and Travel Alberta estimates an immediate 20% year-over-year increase from Germany in the winter season following the event, which is significant. But beyond the numbers, the real value is emotional.
When travel agents experience Banff and Lake Louise for themselves, they form a meaningful connection to this place that allows them to inspire others. They become storytellers, encouraging travellers to come here and create their own moments of awe.
The Moment: How is DERTOUR Academy guided by Lead Tourism for Good?
Lukas: We’ve made intentional choices that reflect our values. Instead of giving tour providers "swag," BLLT is making a donation to the Banff Canmore Foundation on behalf of every participant. Essentially, rather than spending $15 on a water bottle, that money goes to a good cause.
We’re also hoping to partner with the Banff Borrows Reusable Cup Program, and we support local businesses, artists, and suppliers in various ways. Sustainability is woven throughout the entire experience!
We’re learning that the German market is particularly vocal and values-driven when it comes to making responsible travel choices. Hosting DERTOUR Academy in this way reinforces that Banff and Lake Louise is a destination that leads with purpose.
By educating agents directly and modelling responsible practices, we’re influencing how future visitors experience this place, which is exactly what Lead Tourism for Good is all about!
The main event is happening February 23 - 25, 2026.
Lukas Prochazka is the Senior Manager, Travel Trade at Banff & Lake Louise Tourism and has been with the organization for over 15 years. He is passionate about building strong relationships with international trade partners and developing and promoting unique, meaningful experiences for adventure travellers. Outside of work, Lukas enjoys staying active—whether running, cross-country skiing, or keeping up with his adventurous wife and two young daughters.