Discussions about the value of a thriving tourism sector within Canada's national parks often strike a deeply personal chord. While the industry undeniably fuels local economies, jobs, and communities, it carries an equal duty to safeguard the very landscapes that draw millions of visitors each year.
The Foundation: People Connected to Place
According to Stuart Back, Chief Operating Officer of Pursuit, responsible tourism hinges on individuals who feel a profound connection to the land and accountability to host communities. Back, who has lived and worked in Banff for over two decades, emphasizes that this principle must be actively practiced, not just preached.
For Pursuit—a company operating visitor experiences and hospitality in both Banff and Jasper National Parks—this ethos translates into daily, often unseen, decisions. It shapes how they support their more than 1,200 local team members, their commitment as stewards of the environment, and their dedication to maintaining trust with guests and residents alike.
Building Authentic Experiences in a Fragile Ecosystem
The company's experiences in the Canadian Rockies are crafted by teams who call the region home. Their deep respect for the land and its history allows them to guide visitors toward genuine and respectful connections. This approach is reportedly validated by guest satisfaction scores consistently exceeding nine out of 10.
These operations exist within a vast tourism ecosystem. Annually, more than 6.5 million visitors are drawn to the majestic landscapes of Banff and Jasper. While tourism sustains over 1,000 local businesses, the primary attraction remains the protected parks themselves. This reality imposes a shared responsibility on all users—recreational, commercial, and community-based—to ensure their activities preserve these natural treasures.
Investing in People and Place for Long-Term Resilience
Sustainability is impossible without a stable, local workforce. With over 10 per cent of Albertans employed in tourism, being a good employer is critical for building a resilient, year-round economy. When employees can build careers and envision a future locally, they invest in their communities, strengthening the regional economic fabric.
This long-term vision also guides financial reinvestment. Pursuit states that all profits generated in Canada are funneled back into supporting teams, renewing tourism infrastructure, and bolstering community partnerships. This has translated into sustained multimillion-dollar investments across the Canadian Rockies over the past decade.
This focus on stewardship and creating shared value reflects a broader shift within Alberta's tourism sector. It points toward a future built on strong careers, year-round opportunity, and sustainable growth achieved through collaboration between communities, Indigenous nations, tourism operators, and all levels of government.
