Editor:
I am writing in response to the recent commentary "Overtourism is Crushing Us" in the Sept. 21 Outlook.
While the concerns raised in the original letter are indeed important and we are experiencing increased visitation, we believe it is crucial to provide a more comprehensive perspective on the tourism situation in the Bow Valley and the proactive measures being taken to address these challenges.
First and foremost, it’s essential to recognize that issues such as traffic congestion, housing scarcity, labour shortages, and environmental degradation are not unique to the Bow Valley or other popular tourist destinations. These are global challenges faced by communities around the world. It is not accurate to attribute these problems solely to tourism, as they are complex and multifaceted issues that require holistic solutions.
In the Bow Valley, we understand the significance of tourism and know it has the potential to positively impact climate action, economic prosperity, and the preservation of our cultural heritage. That’s why we have embarked on a journey towards sustainable tourism, not only as a vision but as a core principle guiding our actions.
For instance, Tourism Canmore Kananaskis adopted a Community Tourism Strategic Plan in 2019, with sustainability at its core. Our vision, as outlined in the plan, is to become a leader in sustainable tourism development by 2029, considering economic, environmental, and social factors. While the COVID-19 pandemic slowed the progression, this plan is well underway.
Similarly, the Banff and Lake Louise region has introduced a 10-year master plan that emphasizes sustainability and collaboration with stakeholders. This vision aims to develop inspiring and meaningful ways to explore our destination while leaving it unspoiled for future generations.
Our approach in Canmore and Kananaskis is to target high-value visitors who share our values of preserving and protecting nature, ensuring they leave our region better than they found it. During the pandemic, we observed the effects of not promoting our region to these high-value visitors – busy trails and communities but little economic benefit. This demonstrates that targeted marketing is a part of the solution, not the problem.
Collaboration is key to our efforts. Our neighbours in Banff have a celebrated plan that aligns with global best practices for sustainable tourism. We recognize that we cannot embark on this journey alone and need the support of all community members to preserve our pristine environment and educate visitors.
We believe the Canadian Rocky Mountains have the power to humbly teach our visitors the importance of sustainable actions beyond their vacation. Our brand, “Astonishing adventures that will transform the way you live in the world” underscores our commitment to responsible and regenerative tourism.
Additionally, we agree success should be redefined to encompass not only economic prosperity but also equitable distribution of wealth and prosperity among residents. Sustainable tourism accounting helps us understand the true impact of tourism, taking into account environmental, economic, and social costs.
It is essential to emphasize that “high-value” in tourism does not refer to exclusivity but to the benefits derived from tourism activity. We remain committed to keeping our mountain areas accessible to all Canadians, regardless of their socioeconomic status.
The Bow Valley faces challenges that extend beyond tourism, and we are dedicated to finding sustainable solutions. By acknowledging these challenges early, working collaboratively, and protecting our natural environment, we can ensure that future generations continue to benefit from the vast opportunities presented by tourism in our region.
We invite all community members to join us in this endeavour of sustainable tourism. You can be part of the movement by signing the Pledge to the Peaks and encouraging visitors to do the same. Rachel Ludwig,
Tourism Canmore Kananaskis CEO
