Banff-Lake Louise Destination Marketing Plan

The Challenge

InterVISTAS was commissioned to develop a five-year marketing plan for a consortium of Ski Banff/Lake Louise/Sunshine (SBLLS), and examine how to maximize business and sales opportunities for the destination.

Our Role

The core elements of the marketing strategy included a comprehensive analysis of future potential for all of SBLLS’s key visitor markets, situation analysis of Ski Banff/Lake Louise/Sunshine in relation to its competitors, development of long-term strategic directions , quantifiable marketing targets, and recommendations on potential marketing partnerships.


The final report outlined several strategies and tactics to achieve the objectives and goals of the SBLLS partnership. Detailed market-by-market forecasts were created along with specific strategies and action plans for national and international target markets in North America, Europe and Asia, including a market tracking and program evaluation plan.
Banff/Lake Louise is a world renowned international tourism destination. Banff is located in Canada’s first national park, a UNESCO World Heritage Site which attracts visitors from all over the world.