Parks Canada is trying to influence social media influencers, as more people turn to their content to plan trips to Banff National Park.

Staff from the Banff Field Unit recently attended a Travel Alberta event in Canmore, where 13 Alberta-based influencers gathered to learn about responsible tourism. 

It was the first time park staff had taken part in the annual program, which began in 2019.

Travel Alberta uses the workshops to outline how it expects influencers it partners with to promote the province.

Banff National Park acting superintendent Daniella Rubeling says visitors are increasingly relying on social media instead of traditional sources, like visitor centres, to plan their trips.

“Social media has changed the ways in which people see the park or learn about specific things within the park, and has changed where people want to go,” Rubeling says.

And that’s why during the event, park staff shared messages they want influencers to include in their posts, aimed at encouraging safer behaviour in the park. 

Messages include reminding visitors to stay inside their vehicles when they see wildlife and to carry bear spray on hikes, she says.

“These seem like really simple things. But we’ve got a growing Calgary and some folks who are less familiar with using a park,” she said. “We want them to hear these messages as many times as possible before they get here.”

The decision to attend the event comes as Banff sees record visitation. The park recorded 4.5 million visitors in 2025–26, surpassing the previous high of 4.28 million in 2023–24.

Parks Canada says influencer partnerships help protect Banff

Linda Hoang, who has attended a Travel Alberta creator event in the past, says while tourism operators are focused on attracting visitors, Parks Canada has been trying to limit when and where people go, so the two groups have not always worked together.

But efforts like Parks Canada’s attendance at the influencer event suggest a “positive” shift toward more collaboration, says the University of Alberta social media instructor.

“I don’t think we can deny the influence of what we scroll and what we consume,” says Hoang.

And so tourism boards are increasingly using influencers, she says, to shape visitor behaviour.

“There’s so much data to support that people are influenced by what they see on social media. So it’s actually quite smart and strategic for organizations to figure out: how do we work with this?”

In a statement to CBC News, Parks Canada said it attended the event because “engaging influencers in this way is important because Banff National Park is a special and highly protected place.”

It added that working with creators can help ensure accurate information is shared.

“By working with influencers who understand and communicate this, Parks Canada can help shape expectations, encourage respectful behaviour, and protect both visitors and the natural environment.”

Travel Alberta refrains from promoting Banff during summer

To manage growing crowds, Parks Canada has also introduced measures like restricting vehicle access to Moraine Lake and requiring visitors to use shuttle services.

Travel Alberta has adjusted its approach to marketing the region, too.

Chief marketing officer Tannis Gaffney says it does not do any social media work to promote Banff in the summer because of how busy it already gets.

Instead, the agency works to highlight lesser-known destinations through its work with influencers.

“We try to show those places that are hidden gems that you might not know about around the province, that you want to go to because everybody else isn’t there,” Gaffney says.