If you asked me to think of one place that encompasses everything you picture about Canada, Jasper immediately springs to mind.
It has mountains, lakes, river, bears, hiking, skiing and horses, there’s the railroad and the enormous night-time skies – Jasper is Canada in a nutshell.
A four-hour drive drive from anywhere major, the Alberta town is a world away, where the only thing likely to shatter the peace is a natural event – like wildfire.
Trade hopeful Jasper will rise from the ashes
The blazes that have sprung up in the past week have had terrible consequences both for humans and wildlife. Many people are returning to see their homes and possessions a charred pile.
Several Parks Canada staff had homes in the affected south-west of the town, meaning they carried on working without anywhere of their own to return to.
There are consequences too for the natural environment. I was in Jasper in May when nature was springing to life – elks were moving down the mountain to calve, while seeing a bear from a safe distance required little effort.
While there were no human casualties from the blazes, it’s upsetting to think about the effects on the landscape and the local wildlife.
Yet having visited, I can see how the damage to the town itself would not detract from the visitor experience once the town reopens. For the most part, Jasper survived – 70% of the town remains intact.
Likewise, Jasper National Park covers more than 4,000 square miles, much of which is water or high mountain, so there is plenty of undamaged natural terrain as well.
During my visit, we went to see a local theatre duo, who had written an entire show based on the town.
Their performances are a regular part of visitors’ itineraries – the pride they have in their home and their love for Jasper shone through the gentle comedy.
Their summer season is now cancelled – they are just two of the people whose livelihoods have been interrupted.
Jasper received almost 2.5 million tourists in 2023 and will do again, hopefully soon. The best you and other agents can do to help is to encourage bookings – maybe not for this year, but for 2025 and 2026.
Your clients will be guaranteed a warmer welcome than ever.
Gary Noakes is TTG Media’s senior contributor.
