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Since 2005, Parks Canada has embarked on an agency-wide effort to face the challenge of remaining relevant to Canadians. Visitation to Canada’s system of National Parks, National Historic Sites, and National Marines Conservation Areas has been declining, in part, because of a changing social context. Parks Canada Agency believes that fostering visitation will result in individuals’ appreciation of and connection with Canada’s parks. It is suggested that this can lead to increased support for Canada’s national system of natural and cultural heritage sites. Parks Canada has embraced the concept of visitor experience to help address this decline in visitation. Integrated with the protection and education elements of its mandate, the focus on visitor experience is how the Agency will ensure these special places are relevant to Canadians now and in the future. This paper describes how visitor experience is integrated within Parks Canada’s mandate and delivered within each of its protected areas. The paper discusses the Agency’s work to improve visitor experience at all of its parks and highlights how outcomes arising from this initiative are assessed. Visitation to parks, the income that this generates and the awareness and connection to biodiversity generated amongst park users is an important goal for all countries. Parks Canada’s engagement in social science research, and advanced application of a visitor experience approach to parks management provides best practice examples for other countries that will help achieve Aichi targets.

Supporting the CBD Aichi Biodiversity Conservation Targets through park tourism: A case study of Parks Canada’s visitor experience programme