Jasper is one of Canada's most iconic destinations, treasured by Canadians and renowned around the world. With its proximity to majestic mountains and clear blue lakes, Jasper draws over two million visitors from across Canada and around the world every year. This summer's wildfires had a devastating impact on Jasper and the region's economy, which is built on tourism. That's why the Government of Canada is taking action to support Jasper's recovery and help its tourism industry come back strong.
The Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, alongside Marsha Walden, President and CEO of Destination Canada, the Honourable Joseph Schow, Alberta Minister of Tourism and Sport, Richard Ireland, Mayor of the Municipality of Jasper, David Goldstein, CEO of Travel Alberta, and Tyler Riopel, CEO of Tourism Jasper, today announced $3 million in support from the Government of Canada to help Jasper and the region's tourism industry recover, rebuild and retake its place on the world stage. This is made possible through collaboration between Destination Canada and Travel Alberta, which are integrating their marketing strategies to showcase one of Canada's most sought-after experiences.
Key marketing initiatives delivered by Destination Canada include:
- investing in Destination Canada-led seasonal marketing campaigns, in collaboration with Travel Alberta, with a focus on the United States-Canada's top international arrivals market;
- co-investing in opportunities for targeted Destination Canada-led marketing programs in additional key markets such as the United Kingdom, France, Germany, Japan, South Korea, Australia and Mexico;
- hosting Canada's largest global tourism media event in Jasper in September 2025, which will be organized in collaboration with Travel Aberta and Tourism Jasper and will serve as a platform to foster relationships between over 80 top-tier travel media outlets from around the world and Canadian tourism industry representatives; and
- leveraging Destination Canada's $50 million International Convention Attraction Fund.
These important investments build on significant support for Jasper already announced by the Government of Canada. This began with calling in the Canadian Armed Forces to fight the wildfires in July. As Jasper began to recover, the government matched donations and ensured local residents received the benefits and services they needed. As the town started rebuilding, the government quickly made changes to put the municipality in charge of the effort. This work is being directed by a special cabinet committee, led by the Honourable Randy Boissonnault.
Today's announcement followed Minister Ferrada and Minister Schow's co-hosting of the annual Canadian Council of Tourism Ministers meeting in Banff, Alberta and subsequent tour of the region. At the meeting, federal, provincial and territorial ministers responsible for tourism discussed challenges facing the tourism sector and cross-governmental opportunities to support its growth.
