Federal and provincial governments pledge $5.5 million for Jasper tourism attraction

JASPER, ALTA. — The Alberta and federal governments are putting a combined $5.5 million toward attracting tourists to the Rocky Mountain town of Jasper, Alta.

A July wildfire destroyed one-third of the town, including multiple hotels and 800 housing units.

Year-round tourism is Jasper’s main economic driver as close to 2.5 million people visited the surrounding national park last year alone.

Soraya Martinez Ferrada, the federal tourism minister, said Friday that Ottawa will spend $3 million on tourism advertising across the globe to attract visitors back to Jasper.

“This summer’s wildfires across Western Canada were devastating to communities like Jasper that depend on tourism to drive their economy,” Ferrada said in a news release.

“I know that through concerted efforts with partners like Destination Canada and Travel Alberta, the municipality and region will bounce back, ready to once again host world-calibre events and welcome visitors from near and far.”

Joseph Schow, Ferrada’s Alberta counterpart, said Friday that his province is putting $2.5 million toward the same goal.

“This funding will help Jasper’s tourism businesses prepare to welcome visitors this fall and winter, ensuring they remain viable and ready for next summer,” he said in a news release.

Schow also said that some of the provincial funding will be earmarked for tourism businesses in Jasper to help rebuild and create new visitor experiences.

“Tourism is the backbone of Jasper’s economy, and for the town to rebuild, we need to see a strong return of tourism businesses, accommodation providers, services and experiences,” he said in the release.

The Insurance Bureau of Canada estimates the July fire caused at least $880 million in insured damages, which is the costliest event in national park history.

The $880 million total is thought to be the ninth highest natural disaster insurance payout total in Canadian history.

This report by The Canadian Press was first published Oct. 18, 2024.

The Canadian Press