Jasper sees business slump after holidays, hopes for robust 2025

Skiers heading down a hill at Marmot Basin in an undated photo. (Courtesy: Marmot Basin)

As tourism tends to slow down after the holidays, Jasper is looking to regain some of its winter momentum in the new year.

According to Marmot Basin’s vice-president Brian Rode, the busiest time during the winter season in Jasper is during the Christmas holiday.

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“Christmas (and) New Year’s means a lot to our business here, not only Marmot Basin, but the entire community,” Rode told CTV News Edmonton on Monday.

“(It’s) very good to see people coming out, enjoying skiing and having a first glance at Jasper after our summer,” he added, referring to the wildfires that destroyed nearly a third of the townsite.

While business was good during the holidays, it wasn’t as busy as other years due to people’s hesitance about coming to town after the summer wildfires, losing around 20 per cent of business compared to other seasons.

“They’re not sure what they’re going to find,” said Rode. “Those who have come, they realize quite quickly that most of our amenities, our restaurants and our services are open.”

Rode, who has been a Jasper resident since 1978, said all Jasperites are “very much encouraging people to return” to the national park.

“The mountains are still as remarkably beautiful as they ever have been, albeit changed. The fire certainly has changed the landscape considerably,” said Rode.

Only two hotels burned down during the wildfires, leaving 17 still standing and ready to book ahead of the upcoming Jasper in January winter festival.

The festival will begin with a fire pit at a 15-metre ice-climbing wall, followed by a Ukrainian New Year’s celebration, musical performances, beer gardens, a pond hockey tournament, a poutine cook-off, a street party on Patricia Street to close out the festival and more, according to Naji Khouri with Tourism Jasper.

“When visitors come to experience the beauty of Jasper, they’re supporting residents,” said Khouri. “It’s going to make a big difference to our social and economic recovery.”

“Jasper is one of those places where if you want to be active, you can actually be active. There are lots of things to do,” Khouri said.

With most of the town open, some amenities are still closed due to fire damage to areas and structures including the Wapiti and Whirlpool campgrounds, access to Maligne Canyon, Valley of the Five Lakes, Trails 12, 12A, and 7 and some bridges and ice-climbing areas.

Jasper in January will begin on Friday and runs until Jan. 26.

For more information about what’s currently open in Jasper, click the link.

With files from CTV News Edmonton’s Jeremy Thompson