Jasper tourism sector promises $5M to wildfire recovery effort

A wildfire-burned vehicle is seen behind a fence in Jasper in Jasper National Park on Jan. 22, 2025. (Cam Wiebe / CTV News Edmonton)

Jasper tourism companies have pledged $5 million over the next three years toward the mountain town’s recovery.

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The funding consists of $3 million from the publicly traded Denver, Col.,-based hospitality brand Pursuit, $1.5 million from Fairmont Jasper Park Lodge, $1 million from the luxury train company Rocky Mountaineer, and upwards of $300,000 from Jasper Brewing and distillery Maligne Range through auction proceeds.

Each company says it is committed to being part of Jasper’s recovery.

“We stand with our community and tourism partners in rebuilding and strengthening Jasper as a premier destination, and we welcome others to join us in ensuring a resilient future for the region,” said Stuart Back, the chief operating officer of Pursuit’s Banff and Jasper division, in a Thursday press release.

No details were provided as to how the money would be used.

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Wildfire destroyed about one third of the town in Jasper National Park in the summer.

Although the Fairmont’s main lodge was spared fire damage, some of its property and buildings did burn.

“The wildfires have had a profound impact, and we continue to be deeply grateful for the efforts of first responders who worked relentlessly to protect and support our community,” said hotel general manager Garrett Turta. “For over a century, our resort has stood alongside Jasper through both triumphs and challenges—and, together with our partners, we are committed to investing in its recovery, helping to rebuild and reaffirm Jasper’s position as one of Canada’s most cherished destinations.”