Jasper's value is beyond measure. For decades, Jasper has been a place where families and friends from Alberta and across the world have travelled to experience the incredible Canadian Rockies, connect with locals and make memories that last a lifetime.
As Jasper has a tourism-based economy, tourism is essential for the recovery of the community. Alberta’s government is committed to that recovery, and the recovery of the tourism sector in Jasper and surrounding areas. As a show of that commitment, Alberta’s government has earmarked $2.5 million to support Jasper’s tourism industry.
"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. 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."
“The return of visitors is essential for the health and well-being of Jasper. I am grateful that Minister Schow and Travel Alberta are ensuring that the recovery of the community of Jasper and the tourism businesses is a priority for the Government of Alberta.”
Alberta’s government recognizes that Jasper’s recovery, and that of its tourism industry, requires long-term support. This initial funding through Travel Alberta is aimed at supporting businesses and tourism operators in their early work to rebuild. In the immediate aftermath of the fires, this funding helped support the Jasper is Recovering campaign, and will support promotional activities to encourage visitation this fall and winter, sustainability funding for Tourism Jasper, and funding for existing tourism businesses to activate fall and winter experiences.
As Alberta’s destination management organization, Travel Alberta works to promote Alberta as a premier tourism destination and grow Alberta’s visitor economy through supporting destination development and close partnerships with tourism businesses provincewide.
“We know that this fall and winter will be critical to the long-term success of Jasper’s recovery. This investment will help Jasper tourism operators expand their offerings while inviting travellers to come make new memories in this special place, supporting the community as it rebuilds.”
“A strong and thriving visitor economy is essential for our residents to rebuild swiftly and continue welcoming visitors to Jasper. These funds will provide direct support to our tourism operators and help reinforce the message that Jasper is open for business this fall and into the winter season. We are deeply grateful for the support and contributions of our provincial tourism partners.”
Jasper represents an important destination for Alberta’s tourism sector, accounting for 22 to 25 per cent of tourism expenditures in the Canadian Rockies. For more information on Travel Alberta programs, please visit the Travel Alberta Industry Hub webpage.
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