Banff sign, a selfie favourite for tourists, moved to safer location

Tourists pose for photos on the icon Banff sign in Banff, Alta., Thursday, Oct. 17, 2024. The town moved the sign to a new location Thursday, Nov. 20. THE CANADIAN PRESS/Jeff McIntosh

BANFF — A popular selfie spot for visitors to Banff National Park has been relocated to what town officials say is now in a safer place.

The two-metre-high, $350,000 sign that simply reads “Banff” was installed in 2017 on Mount Norquay Avenue, one of two entrances into the Alberta mountain park’s idyllic townsite.

But the narrow two-lane road, which runs from the Mount Norquay Ski Resort seven kilometres away, was fraught with traffic jams, even between the peak tourist seasons of winter and summer.

• The information you need to know, sent directly to you: Download the CTV News App

In the summer, there are about 17,000 vehicles a day on the roadway, with many pedestrians crossing the road to get to the sign from a nearby parking lot.

The sign was moved to its new location Thursday — in front of the historic Banff train station, with Mount Norquay in the background.

It’s now about 600 metres from the original site, next to a free parking lot and away from the busy roadway.

“The Banff entrance sign became more popular than we could have imagined, but I know it will be even more well-received and beloved in its new home by the train station,” said Banff Mayor Corrie DiManno.

“Relocating the sign to this pedestrian-friendly spot will address safety concerns as well as improve the resident and visitor experience.”

By Bill Graveland in Calgary

This report by The Canadian Press was first published November 20, 2025.