World Tourism Day on Sept. 27 was a reminder of the significant contribution of the tourism sector both globally and locally.
Provincially, the economic value of tourism and the work being done to rebuild the industry in the midst of the COVID-19 pandemic was highlighted by Travel Alberta.
Prior to the COVID-19 pandemic, a Travel Alberta news release reads, Alberta’s tourism industry generated $8.9 billion in revenue, supporting 22,000 businesses, and generating nearly 73,000 jobs in communities throughout the province.
Today, it is a very different story, with traveller spending to Alberta forecast to fall to $3.5 billion in 2020 – a 63 per cent drop compared to 2019 – and an estimated 30,000 jobs lost.
In Jasper, business owners are wondering what the future holds, but amidst the financial uncertainty in this tourist town is a wave of adaptability and innovation.
Mayor Richard Ireland said: “It’s great to have a day to recognize the importance of tourism. It brings attention to something that is of critical importance.
“It’s worth noting that tourism is essential to local economic sustainability. Pre-COVID, the local tourism industry generated about $500 million a year.”
Ireland said almost everyone in this community, either directly or indirectly, is contributing to the tourism industry.
He also pointed out, “Tourism is growing in importance as a contributing factor to the provincial and national GDP.”
Justin Melnyk, president of Jasper Park Chamber of Commerce, said tourism is the biggest employer in town.
“There’s lots of businesses that wouldn’t be here without tourism,” he said.
Although the summer season was better than expected, Melnyk said, in the midst of COVID, “we’re in survival mode”.
Tourism is vital to Jasper,” he said. “For us to get through this, we’ve got to capitalize on regional travel.”
Melnyk said the community is generally perceived as safe, “as long as everyone does their due diligence – wearing masks, washing their hands”.
This, and “an awesome ski hill”, for example, Melnyk said, can be drawing cards to Jasper this winter, a ‘check-out-your-own-backyard’ pattern of travelling that was evident this summer.
“Alberta, B.C. and Saskatchewan are going to be our biggest clientele,” he said. “People are adjusting to the new normal.”
James Jackson, president and CEO of Tourism Jasper, said life has become more complicated post-COVID, considering the community relies so much on tourism.
He said Tourism Jasper worked collaboratively with Parks Canada and the municipality during the lockdown and the reopening on June 1.
“Since then we have significantly invested in tourism,” he said.
All things considered, “We achieved more than we thought, but it’s still not good,” Jackson said.
“The issue is that international visitors spend up to five times as much as domestic visitors.”
He noted numbers at the park gates show a lot of visitors coming to the area, but that does not translate to how much money was spent.
“It was extremely challenging,” he said.
Jackson said this winter the focus will be on driving regional visitation to Jasper. That, he continued, is contingent on businesses staying open and COVID infections staying at a manageable rate.
But Jackson is optimistic there are opportunities to have a good winter, by putting the spotlight on positives.
For example, Jasper’s ski areas. To have fun on the ski hill and be safely distanced at the same time, he said folks can have lunch in their vehicle, or cook a meal on a Coleman on their tailgate.
Tourism Jasper will be launching a significant winter campaign soon, Jackson said, fully integrating digital, online, radio, TV and social media, in communities including Grande Prairie, Prince George, Edmonton and Calgary.
And a winter escape doesn’t have to be an outside excursion.
“It could mean a day at the spa, a nice bottle of wine,” Jackson said.
Jackson pointed out, “All Canadians own Jasper National Park. It’s important to remind people it’s theirs too. You don’t need to be an athlete to enjoy the park.”
Another plus is what Jackson has seen in his travels: “I would put Jasper at the top of the list for COVID-compliant protocol,” he said.
With the pandemic, Jackson said, “If we’ve learned anything, it’s that the entire community is in the tourism business, (connected to) the economic prosperity of the community.”
Jackson also pointed out there have been a number of re-bookings at businesses for the upcoming season.
“The summer of 2021 is looking very positive, ” he said.
Joanne McQuarrie, Local Journalism Initiative Reporter, Jasper Fitzhugh
