Tourism businesses around Banff and Lake Louise rely on the critical summer months to sustain themselves throughout the year, typically earning around 50 to 60 per cent of their revenue between JUN and SEP, the local tourism association says. This year, with continued restrictions on travel and just a fraction of Canadians having received a vaccination against COVID-19, tourism businesses in the area are just hoping to get by. "The mantra right now is 'Save summer.’ This summer is going to make it or break it for people,” said Leslie Bruce, president and chief executive officer of Banff & Lake Louise Tourism.
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