6 days ago
Opinion: Visitors to Jasper can be part of renewal in real time
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When the 2024 forest fires reached the town of Jasper, almost exactly a year ago, the impacts were felt deeply. Not just across the landscape, but in the lives of the community members and Canadians across the country.
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What made these fires different from others in the area was that they reached the townsite, directly impacting homes, businesses, and critical infrastructure. For many community members, the loss was total.
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I remember the anxiety that came with it, not just from the fires, but from the weight of the unknown. Like so many others, I was worried for our team and the people who make this town feel like home. We didn't know what the next day would bring, but what I saw was neighbours checking in on each other, businesses stepping up, and a community choosing to show up through the uncertainty.
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Forest fires are a natural part of ecological cycles, necessary for instigating regeneration — a process that Indigenous peoples have long used through prescribed
burns. This fire wasn't planned, nor welcome, but it sparked reflection. While the impact was significant, it also revealed something unexpected: a new lens through which to experience Jasper.
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Jasper is a tourism town. The economy is built by people who care deeply about where they live and what they do. It's the guides, the small business owners, the
chefs, the hotel staff — folks who have built a life here sharing the beauty of this place with the world. When the fires passed and recovery efforts began, local leaders, non-profit organizations, and businesses came together to ask: How can we ensure that Jasper doesn't just rebuild, but thrives long into the future?
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That question sparked the launch of the Jasper Tourism Recovery and Prosperity Fund, a three-year, $5.5-million commitment to support both the immediate needs and long-term community well-being. Pursuit, Fairmont Jasper Park Lodge, Rocky Mountaineer, Jasper Brewing Co. and Maligne Range Distilling came together to establish this fund, driven by a love for this place and united through tourism. It is independently managed by the Jasper Community Team Society to ensure resources go where they are needed most.
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It was a meaningful step, but for me, it was also personal. As a fellow mountain town resident and part of the broader tourism industry, I saw firsthand the importance of a community-led approach.
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In times of crisis, it's easy for businesses to speak. But leadership begins with listening and acting with humility and care. These aren't transactional relationships. They are the ones built over time and ultimately strengthened in moments like these.
