Wildfire damage casts shadow on another Canadian tourism season

The tourism industry in Jasper, Alta., has taken a hit this year due to a devastating wildfire that destroyed one-fifth of the town’s overnight accommodations. Despite the challenges, Tourism Jasper CEO Tyler Riopel remains optimistic, noting that the town is still seeing a good number of visitors.

“We’re seeing between a 16- and 20-per-cent actual visitor number reduction overall, and that is 100 per cent directly attributed to the loss in fixed-roof accommodations and campgrounds,” Riopel said. However, he added that the available spots are almost entirely full, indicating that there is still demand for tourism in Jasper.

While visitors may be spending less in shops and attractions, there are still plenty of activities to enjoy in the national park, including hiking trails, whitewater rafting, the SkyTram gondola, and boat cruises on Maligne Lake. Riopel emphasized that Jasper remains an intriguing place to visit, with Parks Canada working hard to ensure that there are opportunities for visitors to explore fire-impacted forests.

Looking ahead, Riopel highlighted the importance of winter tourism in Jasper, particularly for skiing and other winter activities. As the town continues to rebuild, he expects that the tourism industry will bounce back.

Meanwhile, wildfires in northern Saskatchewan and Manitoba have had a significant impact on tourism operators in those regions. Roy Anderson, acting CEO of the Saskatchewan Commission of Professional Outfitters, noted that many outfitting businesses catering to hunters and fishers have experienced financial losses.

Anderson called for a discussion with government officials on how to deal more proactively with the fire threat in the future, suggesting potential adjustments to all-terrain vehicle bans to mitigate the risk of sparking fires in dry forests.

In Saskatchewan, Tourism Saskatchewan is assessing the impact of the wildfires on the tourism industry, with some operators reporting losses due to evacuation alerts and highway closures. The Indigenous Tourism Association of Canada has also noted challenges faced by Indigenous tourism operators across the country, including cancellations due to wildfire smoke and closures of wilderness areas.

Despite these challenges, Keith Henry, chief executive of the Indigenous Tourism Association of Canada, remains optimistic about the future of Indigenous tourism. He emphasized the cultural and economic importance of Indigenous tourism, highlighting its role in cultural revitalization and local employment.

As the tourism industry grapples with the impact of wildfires and other external factors, stakeholders are working to adapt and ensure the survival and growth of the sector. With a focus on resilience and innovation, the tourism industry in Jasper and beyond is determined to overcome the challenges and thrive in the years to come.