Federal and provincial governments pledge $5.5 million for Jasper tourism attraction

The Alberta and federal governments are putting a combined $5.5 million toward attracting tourists to the Rocky Mountain town of Jasper, Alta. 

A July wildfire destroyed one-third of the town, including multiple hotels and 800 housing units.

Year-round tourism is Jasper’s main economic driver.

Soraya Martinez Ferrada, the federal tourism minister, says Ottawa will spend $3 million on tourism advertising across the globe to attract visitors back to Jasper.

Joseph Schow, her Alberta counterpart, says his province is putting $2.5 million toward the same goal. 

Schow says some of the provincial funding will be earmarked for tourism businesses in Jasper to help rebuild and create new visitor experiences.

This report by The Canadian Press was first published Oct. 18, 2024.