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With its turquoise glacial lakes and proximity to Metro Vancouver, it was only a matter of time before Joffre Lakes provincial park became a social media darling.

But once the secret was out, it was out in a big way.

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The main trail of the once tranquil natural paradise now hosts a procession line of hikers, whose cars overflow from the designated parking lot and line dozens of metres of highway.

Local politicians and conservationists say the park, like many ecological destinations before it, could be in danger of being “loved to death.”

It’s prompting them to push for new ways — including a proposed hiking reservation system — to balance ecological protection with the benefits of tourism and encouraging people to get outside.

“The word is out that this is the best place in the world,” said Jack Crompton, chairman of the Squamish-Lillooet Regional District.

Crompton grew up in the area and has witnessed its quick transformation first hand. The first time he hiked up to Joffre Lakes, he camped there for four days and saw no one.