Government of Canada Boosts Jasper Tourism with $3 Million Recovery Fund

Jasper, one of Canada’s most iconic destinations, holds a special place in the hearts of Canadians and is celebrated globally. Nestled amid majestic mountains and crystal-clear lakes, Jasper attracts over two million visitors each year from both Canada and abroad. However, this summer’s wildfires inflicted severe damage on Jasper’s economy, which heavily relies on tourism. In response, the Government of Canada is stepping in to support the recovery and rebuild Jasper’s tourism industry, ensuring it returns stronger than ever.

The Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, alongside industry leaders including Marsha Walden, President and CEO of Destination Canada, Alberta’s Tourism Minister Joseph Schow, Jasper Mayor Richard Ireland, David Goldstein, CEO of Travel Alberta, and Tyler Riopel, CEO of Tourism Jasper, announced $3 million in federal support to assist the region’s recovery efforts. This collaboration between Destination Canada and Travel Alberta will drive integrated marketing strategies aimed at showcasing Jasper’s world-class experiences.

Key marketing initiatives by Destination Canada include:

• Investment in seasonal marketing campaigns targeting the United States, Canada’s largest international tourist market, in partnership with Travel Alberta.
• Co-investment in 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, bringing together over 80 top-tier travel media outlets to strengthen connections between international journalists and Canadian tourism representatives.
• Utilizing Destination Canada’s $50 million International Convention Attraction Fund to boost Jasper’s global visibility.

These new investments build upon earlier support initiatives from the Government of Canada, which included deploying the Canadian Armed Forces to combat the wildfires in July. In the aftermath, the government matched donations and ensured local residents had access to essential services. Additionally, it empowered the Municipality of Jasper to take charge of recovery efforts, overseen by a special cabinet committee led by the Honourable Randy Boissonnault.

Today’s announcement follows the Canadian Council of Tourism Ministers’ annual meeting, co-hosted by Minister Ferrada and Minister Schow in Banff, Alberta. During this meeting, federal, provincial, and territorial ministers discussed the challenges facing the tourism sector and identified opportunities for cross-government collaboration to foster its growth.

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