Government of Canada announces $3 million in funding to support tourism recovery in Jasper and region

October 18, 2024 – Jasper (Alberta)

Jasper, an undeniable jewel of Canada, is a popular destination for Canadians and international tourists. Due to its proximity to majestic mountains and clear blue lakes, Jasper attracts more than two million visitors from across Canada and around the world each year. This summer’s wildfires have had a devastating effect on the tourism-based economy of Jasper and the region. This is why the Government of Canada has taken and continues to take measures to help this city recover and allow its tourism industry to come back strong.

The Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, the Honorable Soraya Martinez Ferrada, announced today, along with the President and CEO of Destination Canada, Marsha Walden; Alberta Minister of Tourism and Sport, the Honorable Joseph Schow; Jasper Mayor Richard Ireland; David Goldstein, President and CEO of Travel Alberta; and Tourism Jasper President and CEO Tyler Riopel, $3 million in support from the Government of Canada to help Jasper and the region’s tourism industry recover, rebuild and reclaim its place on the world stage. This will come to fruition as part of a collaboration between Destination Canada and Travel Alberta, who will harmonize their marketing strategies to showcase one of the greatest experiences Canada has to offer.

The main marketing initiatives put forward by Destination Canada are as follows:

• investment in seasonal marketing campaigns led by Destination Canada, in collaboration with Travel Alberta, that focus on the United States, Canada’s primary market for international arrivals;
• co-investment in marketing program opportunities led by Destination Canada, which focus on other key markets, such as the United Kingdom, France, Germany, Japan, South Korea, Australia and Mexico;
• organization, in collaboration with Travel Aberta and Tourism Jasper, of the largest global tourism media event in September 2025, in Jasper, Canada — an event that will serve as a platform to strengthen relationships between representatives of more than 80 media leading travel from around the world and the Canadian tourism industry;
• contribution to Destination Canada’s International Convention Attraction Fund, which has a budget of $50 million.

These major investments are in addition to the significant support already announced by the Government of Canada for Jasper. It all started with the call to the Canadian Armed Forces to fight uncontrolled fires in July. Then, to allow recovery to begin in Jasper, the government announced it would match donations and ensure residents receive needed benefits and services. Once the city’s reconstruction began, the government quickly shifted its approach to returning leadership of the effort to the municipality. A special Cabinet committee, led by the Honorable Randy Boissonnault, was mandated to carry out these efforts.

Today’s announcement comes on the heels of this year’s annual meeting of the Canadian Council of Ministers Responsible for Tourism in Banff, Alberta, which was co-chaired by Minister Ferrada and Minister Schow, and their subsequent visit to the region. At the meeting, federal, provincial and territorial ministers responsible for tourism discussed the challenges facing the tourism sector and the opportunities available to various levels of government to support growth in this sector.