What’s next for the Banff & Lake Louise Tourism Indigenous Tourism Strategy?
Last updated: May 1, 2025
With the release of Our Tremendous Beauty: Indigenous Tourism in Banff and Lake Louise, the commitment and pathway forward are clarified. This work is anchored in relationship-building and a shared love for this unique place in the world. And while we have looked at the complexity of the different nations who have relationships to Banff as being complicated and difficult, we also believe this is our greatest strength. There is tremendous beauty in the complexity.
Banff & Lake Louise Tourism (BLLT) is committed to walking a journey of truth and reconciliation. We recognize the unique relationship each Nation has with the national park. We acknowledge and honour the distinct histories, stories and different cultural, spiritual and traditional connections.
For visitors, visiting Banff National Park is an emotional, soul-touching experience. Imagine how much more profound this would be if they connect with Indigenous culture.
Clarity of Intention
BLLT understands that this is a continuous process, and we are eager to learn how to be better allies and friends of Indigenous Peoples. We believe it is crucial to create opportunities for listening, contemplation, as well as actively contributing to a future founded on principles of equity, respect, and inclusivity. We are determined to be a part of this journey towards a more just future alongside Indigenous Peoples.
BLLT’s intention is to support the sharing of Indigenous stories, language, and culture on these traditional lands. We intend to be students, connectors, advocates, mentors, and friends.
The Opportunity is Clear
The purpose of Indigenous tourism is to share and preserve culture. Travellers to this part of the world are eager to learn more. As Indigenous Tourism Association of Canada’s Keith Henry says, “the best way to learn about an Indigenous nation is to go on a tour.”
One third of expected international visitors to Canada are interested in an Indigenous cultural experience. In Banff and Lake Louise alone, that’s more than a million people. And demand is expected to continue to grow. So, while there are already numerous Indigenous operators offering experiences for tourists in the national park, the potential for more is great.
BLLT will strive to be a bridge that nurtures and supports more Indigenous-led offerings in one of the country’s most visited destinations. But before we can have new experiences, we must nurture relationships.
Relationships, Partnerships
Greg Hopf, one of the leads of the strategy, makes one critical learning clear: “Building and nurturing an authentic, genuine and trustworthy relationship must come first and foremost.”
By placing relationships first, we can ensure that decisions and actions are grounded in mutual understanding, respect, trust, and transparency.
BLLT understands its role is to provide opportunities for Indigenous tourism entrepreneurs to turn plans into experiences. To offer networking, partnerships, and advocacy for the Indigenous tourism sector – BLLT’s role is in marketing and capacity-building. We will continue to work with our partners at Indigenous Tourism Alberta (ITA) and Indigenous Tourism Association of Canada (ITAC) to strengthen and broaden this work.
Open Door
BLLT is receptive to anyone seeking tourism connection, partnership, and support. We are equally open to any individual, community, or company from our First Nation and Metis neighbours. Contact information for anyone interested in learning more can be found here.
Lead Tourism for Good
By living this Indigenous tourism strategy, we are strengthening our commitment to Lead Tourism for Good: the vision for tourism in Banff and Lake Louise.
This means collaboratively creating a future where Indigenous Peoples and businesses are present and thriving within the park. Together with our Indigenous and non-Indigenous partners, we can champion an industry and community that is welcoming, safe and inclusive.
Trails to Tomorrow key actions to elevate Indigenous Tourism:
- Enhance cultural awareness and training within the tourism sector.
- Address and reduce barriers of entry and provide support and services to Indigenous Communities and entrepreneurs in building tourism businesses.
- Enable and support the development of meaningful, authentic Indigenous experiences.
- Listen, learn, and let collaboration be continuously informed, as connections and relations with Indigenous Peoples are nurtured and grow.