Banff National Park’s 10-year tourism strategy, Lead Tourism for Good, was developed collaboratively with Parks Canada, the Town of Banff, and over 2,000 community members as a roadmap for sustainable tourism. Rather than being an add-on, focused 2SLGBTQIA+ inclusion directly advances this vision by aligning with its strategic pillars—community wellbeing, visitor experience, and equitable access—and unlocking economic and workforce opportunities. For modern travellers, particularly younger demographics, safety and belonging are key influences on travel decisions. Proactively embedding inclusive practices across marketing, staff training, visitor experience, and Indigenous and Two-Spirit representation positions Banff and the Bow Valley as a destination that truly lives its values and competes effectively for a growing global tourism segment.