‘Embracing the experience’: How tourism in Jasper is bouncing back post-wildfire

The Town of Jasper is still recovering from a devastating wildfire a year ago, but tourists are eagerly flocking back to the popular summer destination.

As the town of Jasper reflects on the devastating wildfire one year ago, tourists flocking to the national park this summer is key to the recovery of the town and its businesses.

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The fire destroyed one third of the town – including half of Alpine Village Cabin Resort’s cabins and landscape. The family-run business had 56 cabins and lost 25 to the fire.

Rena Allin, co-owner of Alpine Village Cabin Resort, says the first summer since the wildfire has been emotional, especially as the family rebuilds their cabins. Out of 25, they plan to rebuild 18. Work is already underway.

“It’s been wonderful welcoming our guests back again and they’re just so supportive,” Rena told CTV News Edmonton in a recent interview.

“They’ve been bringing us chocolates and baking and flowers and we’ve had many hugs, especially with the guests we’ve had return.”

The resort reopened to tourists in May. Many of the first visitors have been loyal clientele from the Edmonton and Calgary areas.

“We say we’re full, but really we’re half full because we just have the 30 cabins that we’re renting of our original 56,” said Rena.

The loss of the cabins has pushed back Rena and her husband Chris’ retirement plans, as they lost 65 per cent of their income last year.

The couple say people are still flocking to the national park and guests aren’t bothered by the different views from their cabins while the resort rebuilds.

“We had a couple from Switzerland staying in this cabin just the other day and he says, ‘Oh, I’m not upset at all that we’re beside the construction. I love seeing it because we don’t build out of logs in Switzerland,’” Chris said.

Tourism recovery

Parks Canada advises tourists to be prepared for a “radically different” landscape this year in Jasper National Park.

However, there are signs of new life on many of the trails that were burned.

“It’s really important that people remain on trail so that they don’t impact the regeneration, as well as remain safe and don’t get themselves in any trouble in any of the fire-impacted areas that haven’t been safely assessed,” said Graham Wilde, visitor experience manager for Jasper with Parks Canada

In fact, the damaged landscape has actually improved wildlife viewing opportunities, Parks Canada says, as animals would previously hide in forested areas.

For those looking to camp, 25 per cent of the campgrounds are closed. The reserveable campgrounds during peak season are already full with the remaining available on a first-come, first-serve basis.

It’s too early to tell if the Canada Strong Pass has helped increase visitation, Parks Canada said.

Wilde says the park has only seen a two-per cent decrease in tourists for May and June between 2025 and last summer. That equals to a total of 418,000 combined visitors compared to 434,000 from last year in those months.

However, year-over-year visitation in April was up from 143,000 visitors in 2024 to 153,000 in 2025.

There’s 20-per cent less available accommodations for visitors to stay overnight this year, according to Tourism Jasper.

As for who is visiting, Wilde says the park has seen the same level of international visitors as previous years.

Californian Kay Jones tried to visit Jasper last year.

“I was on the train almost here from Vancouver and we had to turn around in the middle of the night because of the fire,” she told CTV News Edmonton. “So we’re trying again this year.”

“We just did the rafting trip this morning, so that was a lot of fun,” her friend Debbie Mansell added.

It’s a sentiment Parks Canada is echoing.

“Many people are coming to the park and are actually embracing the experience that it’s something quite different than they get to experience in other national parks,” Wilde said.