How does storytelling drive tourism and how does tourism advance storytelling? Celebrated Rocky Mountain guide and wildlife photographer Kendra Neef has built a career demonstrating the connection while trying to walk the fine line of responsible tourism-driven storytelling. Born in Ontario and now living in Jasper National Park, Kendra has seen first-hand how visual storytelling is driving increased visitation to Canada’s mountain parks. That’s great for business, but it also impacts wildlife and wildlands. Kendra explains her internal struggles and offers us her vision for finding a better balance.
- This interview took place prior to the massive fire that devastated Jasper in the summer of 2024.
Find her on Instagram
Why do you love nature?
I was born in the city; I didn’t get to experience too much of the whole nature thing until I got to Jasper. I saw my first mountain; saw my first bear and fell in love, obviously, as most people do when they come here. But unlike most people, I haven’t been able to leave since I had that experience the first time, and I can’t imagine not living in a place like this.
You get to bring people into nature and show them their first bear. What is it like?
It’s definitely interesting. You hear some funny comments right off the bat, like “can we get closer?”, “can we pet it?”, “can we feed it?”. Which is obviously NO on all counts. But it’s really cool – people have cried on my bus because they’ve seen that grizzly bear for the first time. I remember that feeling and it’s the coolest thing ever to help someone else have that feeling.
Why do you think it’s important for people to see a bear in the wild, to experience nature in person?
It’s one thing to see a picture of a bear, or scroll past it on Instagram, but once you have that moment with an animal, it’s life changing. Until you have that experience, you don’t really full appreciate the nature thing.
And, yet, as more people have those experiences, we run the risk of killing nature with kindness.
That’s just it. There’s just so many people. I think social media has definitely been…I don’t want to say a negative, because it’s definitely connecting people to nature. And, I mean, everybody should be able to have that experience with a wild bear in a wild place. But everybody’s going to that one spot, because that’s the one spot posted on Instagram. Or that’s where the bear was seen yesterday, and everybody goes to that one spot. It’s definitely hurting the environment. And as a photographer, it’s definitely getting harder to have those individual experiences with so many other people around. Which means it’s harder and harder to find that line, that right balance. I know that if people are with me, I know people aren’t approaching that bear; I know they are getting the experience in the right way. But those people outside of the bus? I can’t control them. I can maybe suggest not getting closer, but I can’t enforce the rules. All I can do is educate and hope people listen.
What is the right way to view wildlife or photograph wildlife?
That’s a tough thing too. And that’s getting harder and harder – again – with more people around, as well. You definitely want people to know when to back off. It’s one thing to get closer and get that picture, but if you notice things are changing, or that animal is getting bothered by your presence, then you need to know when to leave. That’s the big one. Know when it’s time to back off. I think a lot of people struggle with that one. Especially around here.
Parks Canada’s mandate is #NatureforAll. Nationally, we hear that we’re not loving nature enough; we need to get into nature more. Yet, when you visit a park like Jasper, the frontline staff seem so overwhelmed that message morphs to ‘you’re part of the problem; please leave’. Are you seeing these mixed messages? Do you feel this tension?
Yes. I’ve been in Jasper for 8 years now, and 8 years ago, it wasn’t this bad. Within the last couple of years, things have exploded. It’s good for tourism. The people that own businesses here, it’s absolutely a good thing. And those are businesses permitted and supported by Parks Canada. But frontline Parks Canada staff? They’re worrying about the animals, and the nature side of things. They’re clearly overwhelmed and it’s a struggle. Everyone needs to talk more. And that’s partly a government thing. It’s a big issue.
You’re in the tourism industry. You benefit from the increased visitation. Yet, you also worry about its impact on the animals you’ve grown to love.
Yes, it’s the lifeblood for many communities, including mine. But at the same time, I definitely think we’re going too far. Banff especially. When guests are coming and saying, “we’re being told it’s this beautiful nature park, but we can’t even take a picture when there’s 8000 other people around me”, that’s something we need to work on. But we – and I mean everyone from Parks Canada to tourism operators to individuals – promote these areas because we want people to see it. I just think we’ve just gone a little too far with that. Maybe we need to start promoting other areas and not just this one. There’s so much more to see than the Rocky Mountain parks. Share the love.
To play devil’s advocate, if we share the love, won’t the issues just spread to parks and wilderness areas that haven’t been overrun by people? Is there not value in limiting the damage and allowing places that already do have a heavy human footprint, like the Banffs and Jaspers, to be living classrooms and keep other wilderness areas as just that?
It’s one of those things. We do have all the development here. Just keep it here, and let other places stay wild? Yes? I guess so? But at the same time, as someone who’s lived here for a while, and I’m seeing the change first hand, it’s overwhelming that it’s happening this fast. But I see what you’re saying. There’s no sense in fighting reality, so work with it rather than against it.
In some parks, like Denali National Park in Alaska, everyone has to come in with someone like you, in a structured environment, on a bus, to see wildlife. Do you foresee that being the future of the Rocky Mountain parks?
Absolutely not. And that’s just it, right? I wish it could almost be that, but it’s tough. As long as we have these highways, these trucks coming through, you can’t just tell visitors that they have to stop coming, to stop driving. And if the highway isn’t going anywhere?
So that’s the challenge. With the struggle to find the right balance in mind, what would you say to a high school student who might feel guilty about visiting a Jasper? Should they still come; still stop to watch a bear? Or should they skip the experience because they’ll be part of the problem?
Just get out here. For me, it was picking up a camera. The camera helped me focus and get why nature matters. But whether it’s a hike, or a drive through the mountains, experience what you need to experience in order to care enough to know what’s going on around here, and be a part of the conversation to make it better. Parks Canada is a government agency; if you visit a place like Jasper and think it could be managed better, we all have the democratic tools available to make it better. But to understand how to make it better, you have to get out here and experience it. And it’s awesome. You won’t be disappointed.
We’ve heard from some Parks Canada staff that the camera is a poison. And you’ve seen the downside of wildlife photography. Is the camera, is visual storytelling still a force for good?
I have zero patience in my everyday life. I pick up my camera and I can wait for a moose for four hours. Never in any other part of my life do I have that much patience. So, for me, it works. But for some other people, that have to get a little bit closer with their iPhone, who have to get a selfie? I just wish people could take the good and leave the bad.
But on balance, is it a force for good?
Yes. I don’t think it’s the camera that’s the problem. It’s definitely social media. The way we put images online, the way we portray it. We can’t just take photos and post them. We have to be thoughtful with what we say and when we post and what information we include. Like don’t post locations. It’s not necessary. And remember, we’re all educators. When I post something – when I show what’s not okay – most people agree, but other people are like, “I had no idea”. Don’t assume everyone knows everything. Be a teacher. It matters.
What do you think?
A passionate take from Kendra Neef, at the intersection of storytelling and tourism. There is no denying her love for the landscape she works and calls home. And Kendra’s insights are important to hear when trying to determine how we can balance loving nature – and being in nature – without loving places like Mount Robson and Jasper to death.
• What do you think? Are we loving nature to death or not loving it enough?
• Are we failing to understand our impacts as storytellers on the subjects we love or want to help?
• How can we advance standards for ethical storytelling, for ethical wildlife viewing?
• Is it possible to encourage more people to get into nature and learn to love it, while also keeping protected areas wild?
• And what role does or should the tourism industry play in striking a better balance?
Kendra, like many others, is trying to lead by example and whether or not you agree with her approach, it’s up to all of us to form our own opinions and stand behind them – as leaders in our professions, as consumers of tourism and storytelling products. Our actions create the society we want to see.
Over to you.