CALGARY — The ripple effect of the wildfire that devastated the town of Jasper last summer could continue to reverberate through Alberta's tourism sector in 2025, industry insiders say.
CALGARY — The ripple effect of the wildfire that devastated the town of Jasper last summer could continue to reverberate through Alberta's tourism sector in 2025, industry insiders say.
Jasper National Park — traditionally Canada's second-most visited national park and home to attractions like the Columbia Icefield — made international headlines in July when a fast-burning wildfire ripped through the area. While many hotels survived the fire, a few were completely destroyed, meaning Jasper will not have the same capacity to welcome overnight guests as it did before the disaster.
In its park management plan posted on its website, Parks Canada says congestion and crowding are increasing concerns, both in the town of Banff itself and at nearby attractions like Lake Louise and Moraine Lake where traffic control personnel are required 24 hours a day to manage capacity. She said it's wise for businesses at already-popular Rocky Mountain destinations to prepare for additional tourists as Jasper works to rebuild.
"There's some really cool research on this idea of empathy-based tourism, which suggests people will want to visit Jasper to show solidarity and support," Blye said.
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