Guests may not always see it, but every visit to Norquay supports something bigger than a day on the mountain.

“Every dollar spent at Norquay stays in Banff and supports our community; it doesn’t disappear into the hands of distant shareholders,” said Andre Quenneville, Norquay’s General Manager. “We reinvest it right back into the mountain and answer to the people who ski, slide, climb, and care about this place as much as we do.”

What most people don’t realize is that American-owned Pursuit runs six of the nine main visitor attractions in Banff and Jasper. As a foreign-owned corporation, its decisions are made in boardrooms far from the Rockies by people who don’t live or work in Banff. 

“When the Waterous family bought Norquay in 2018, they made a long-term commitment to Banff, not just to operate a ski hill but to build a model of sustainable tourism that generations can enjoy,” Quenneville continues. “Their vision is about creating a more sustainable, balanced experience for everyone by improving how people get around the park and how they interact and care for the environment.”

Like any business, Norquay’s long-term success depends on economic viability. As one of Banff’s most iconic ski resorts for nearly 100 years, Norquay is committed to balancing environmental responsibility, supporting the local economy, and ensuring financial resilience. The goal is simple: reduce impact while creating more lasting value for the people who live, work, and visit here. That’s what sustainable tourism looks like. 

“To stay competitive, we are investing in responsible growth and very unique Canadian experiences,” said Quenneville. “That means modernizing infrastructure and creating smart, sustainable opportunities that keep Norquay accessible, locally rooted, and economically viable.”

Investments in Norquay 100:

•  Eco-friendly infrastructure to reduce environmental impact while improving operations.
•  Year-round, low-impact activities supporting environmental stewardship that align with Parks Canada’s values.
• A new gondola to the Cliffhouse will offer a unique alpine experience, expand sightseeing options for visitors, and help ease traffic in Banff.

Choosing to visit Norquay means supporting a locally owned resort with a long-term, Canada-first vision. Every lift ride, every hike, and every moment on the mountain is part of a shared responsibility to experience and protect what makes Banff special and preserve the legacy of Canada’s first national park.

Learn more about the Norquay 100 Vision here.