Allyship Marketing and Supporting 2SLGBTQIA+ Events: A Webinar for Bow Valley Businesses
Learn how to authentically represent your commitment to 2SLGBTQIA+ inclusion in your marketing, event promotion, and social media, without rainbow-washing.
Supporting 2SLGBTQIA+ inclusion in your marketing is not about flying a flag in June. It is about building trust with staff, guests, and the community in a way that is credible, consistent, and grounded in action.
This workshop gives Bow Valley businesses a practical guide to allyship communications: what authentic allyship looks like, what rainbow washing looks like, and how to show up in a way that earns lasting trust rather than seasonal clicks.
→ Read: Authentically Engaging 2SLGBTQIA+ Travellers
WHO THIS IS FOR
Marketing managers and communications leads at tourism businesses
Business owners and managers who create their own social content
HR and operations leads who communicate employer brand internally and externally
Anyone supporting or planning Pride-related events or promotions in the Bow Valley
See who is already a BVPN member → pridenetwork.ca/our-members
LEARNING OUTCOMES
The difference between performative allyship and authentic inclusion in marketing and communications
What rainbow washing is, how 2SLGBTQIA+ travellers and staff recognize it, and why it damages business reputation
Practical language for social media, signage, event promotion, and guest communications
How to communicate your inclusion commitments credibly, without overclaiming
How BVPN members use their certification as a credible, year-round inclusion signal
Resources and tools for updating your digital presence, including your Google Business Profile
→ Read: How Bow Valley Businesses Can Authentically Market to 2SLGBTQIA+ Travellers
James Demers
Coordinator, Bow Valley Pride Network
James Demers is the coordinator of the Bow Valley Pride Network, where he works directly with businesses and organizations across Banff, Canmore, and Lake Louise to strengthen their inclusion practices. With a grounded understanding of the operational realities facing tourism and hospitality employers, James brings both the research context and the practical perspective that turns regional data into organizational action. He manages BVPN's membership relationships, training programs, and employer engagement across the Bow Valley.
WHY THIS MATTERS IN THE BOW VALLEY
Research from the International Gay and Lesbian Travel Association (IGLTA) consistently shows that 2SLGBTQIA+ travellers plan trips with destination safety and inclusion in mind, and that they share their experiences through social networks and review platforms at high rates. The global 2SLGBTQIA+ travel market is estimated at over $200 billion USD annually. Approximately 1.3 million Canadians identify as 2SLGBTQIA+, and research shows that 60% of LGBTQ+ respondents planned to travel two or more times in 2024. These are not marginal numbers. They are a significant market segment that actively evaluates destinations for credibility, not just comfort.
In the Bow Valley, this matters most in the shoulder seasons. July and August will fill regardless. The question for Banff and Canmore operators is what fills September, October, March. 2SLGBTQIA+ travellers are documented to travel year-round, actively seeking off-peak experiences where they will not be surrounded by large crowds. A destination with a genuine, visible inclusion reputation earns that traffic. One that relies on a Pride flag in June and no other signals does not.
FAQ
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Yes. All registered participants will receive a recording link within 48 hours of the session. The recording will be available for 90 days.
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Rainbow washing occurs when a business displays 2SLGBTQIA+ symbols or runs Pride-adjacent marketing without making real changes to staff training, guest policies, or workplace practices. It creates the appearance of inclusion without the substance and experienced 2SLGBTQIA+ travellers and staff recognize the difference. We cover this in detail during the session.
You can also read BVPN's guide on Inclusive Tourism at pridenetwork.ca/inclusive-tourism.
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Yes. Supporting events is a great starting point, this session goes further into how to communicate your values consistently year-round, and how to ensure your team, marketing, and guest experience all reflect the same commitment. The session is specifically designed for businesses that are already engaged and want to do it better.
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Yes. BVPN membership gives your business a verified, community-rooted signal of 2SLGBTQIA+ inclusion. Members are listed on the BVPN member directory and can use BVPN branding in their communications to demonstrate authentic commitment. Learn more at pridenetwork.ca/join-the-network.
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BVPN membership is a locally grounded inclusion standard for Bow Valley businesses, built around 9 Inclusion Commitments.
This webinar presents the data that informs those commitments. Many organizations attend this session as a first step before learning more about membership.
Find out more at pridenetwork.ca/join-the-network.
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Absolutely. This session is designed as an entry point for any Bow Valley employer curious about local inclusion data and what it means for their organization. You do not need prior DEI experience or knowledge of BVPN to attend.
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Yes. BVPN has published a practical guide on this. Find it at pridenetwork.ca/resources/how-to-update-your-google-business-profile-for-inclusive-tourism. We will reference it during the session.
The Bow Valley Pride Network (BVPN) is the leading inclusion resource for businesses and organizations in Banff, Canmore, Lake Louise, and the broader Bow Valley. BVPN supports employers in building workplaces where every employee and visitor feels safe, respected, and valued, through practical training, community-led standards, membership certification, and regional research. BVPN is uniquely built for the realities of a tourism-driven mountain economy: seasonal workforces, international visitors, and the fast-paced demands of hospitality operations. Our 9 Inclusion Commitments provide a practical, achievable standard for organizations at every stage of their inclusion journey.
Learn about BVPN membership → pridenetwork.ca/join-the-network
Subscribe to BVPN's newsletter → pridenetwork.ca/newsletter
Proudly supported by,
This event is made possible through the generous support of the Wim and Nancy Pauw Foundation, and the Banff Canmore Foundation.