BANFF, AB / AGILITYPR.NEWS / June 09, 2026 / Banff & Lake Louise Tourism is launching a first-of-its-kind pilot activation in Canada to test how rewarding responsible travel behaviours can help reduce congestion and emissions in Banff National Park.

Media are invited to attend a live, on-the-ground activation demonstrating how positive visitor behaviours can be recognized in real time, offering a visual, human-centered story tied to responsible visitation in Banff.

WHAT:

A live pilot pop-up activation demonstrating a new rewards-based approach to encouraging responsible visitor behaviour, with select participants receiving free admission to the Whyte Museum as part of the Park Mode responsible visitation initiative. 

WHEN:

Saturday, June 13, 2026 

09:30 a.m. - 11:00 a.m.

WHERE:

Banff Train Station (parking area next to the traffic circle) 

Banff, Alberta 

WHO:

• Banff & Lake Louise Tourism
• Supported by partners including the Whyte Museum and Mt. Norquay 
• Town of Banff including Mayor Corrie DiManno 

WHY IT MATTERS:

• A timely response to growing tourism pressure in Banff, including congestion and parking challenges 
• A positive, solutions-focused story encouraging responsible travel instead of restricting behaviour 
• A pilot with potential to scale, positioning Banff as a testing ground for innovative tourism solutions 
• A strong visual and interview opportunity, with real visitors being rewarded and sharing their reactions on-site  

MEDIA OPPORTUNITIES:

• Visuals of carpool groups being rewarded on arrival
• On-site interviews with participating visitors
• Interviews with Banff & Lake Louise Tourism spokespeople
• Interview with Mayor of Banff, Corrie DiManno
• B-roll of activity at Banff’s largest parking hub 

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ABOUT BANFF AND LAKE LOUISE

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Banff and Lake Louise offer incredible experiences that reconnect people to the natural world. Situated in the stunning Canadian Rocky Mountains in Banff National Park, within a UNESCO World Heritage Site, accessible year-round adventure and wellness are cultivated every day of the year by visitors from across the globe. Home to three ski resorts, countless glacier-fed lakes, two vibrant townsites, and authentic Canadian culture and cuisine, this place is unforgettable.