Jasper Looks Different This Summer. Here’s What Visitors Can Expect
The mountain town of Jasper is heading into its first full summer season since the wildfires of July 2024 tragically struck the area. Known for its dramatic mountain backdrop and laid-back townsite beneath the peaks of the Rockies, Jasper remains one of the crown jewels of Canada’s national parks. Still, there’s been some hesitation about what the visitor experience might be like, with last year’s fire causing some travellers to hold off.
The Fire
When a fire burning northeast of town merged with another that had ignited just south of Jasper on July 22, 2024, it became the largest wildfire the park had seen in over a century. Sparked by lightning during a stretch of extreme heat and drought, the fire spread quickly, burning through roughly 32,700 hectares. Nearly three per cent of Jasper National Park and a third of the town’s structures were lost, leaving both the community and the surrounding wilderness deeply impacted.
Since then, Jasper has made significant strides in its recovery. And this summer, visitors have the chance to play a meaningful role in supporting that recovery.
Be Intentional with Your Time and Money
One of the most impactful ways to support the town’s recovery is to be intentional with how you spend your time and money. “Book a guided experience with a local operator, shop local and eat at a local restaurant,” says Naji Khouri, director of destination development at Tourism Jasper. “Even if you’re not someone who usually books guided tours, consider stepping out of your comfort zone this summer.” He notes that experiential operators are an often-overlooked part of the recovery and could use extra support right now.
When booking accommodation, consider supporting somewhere that gives back to the community. Pyramid Lake Lodge, for instance, closed its doors to house first responders and recovery workers last year. Its parent company has since pledged $3 million toward long-term rebuilding efforts.
Respect the Healing Journey
It’s natural to be curious about the fire and its impact on the town, but it’s just as important to approach the topic with sensitivity. “We are still in active recovery, and everyone is experiencing that in a different way. Some have substantial losses that they are negotiating through and don’t always have the capacity to engage about that,” says Jasperite and CEO of Warrior Women INC Matricia Bauer.
That same mindset of respect and flexibility also applies to how you move through the area, which may mean avoiding certain closures or steering clear of restricted zones reserved for residents and recovery efforts.
Temper Your Expectations
Jasper’s two main commercial streets, Connaught Drive and Patricia Street, remain largely intact, though two gas stations, a hotel and several restaurants and shops were lost, including Jasper Brewing Co., a longtime local favourite. “Recovery will take years. We have homes and businesses that need to be fully rebuilt,” says Bauer. “Stay flexible during your visit, and make reservations if possible, to minimize delays.”
Outdoors, a few popular spots are still off-limits, including the Valley of the Five Lakes loop, Maligne Canyon, Wapiti Campground, Wabasso Lake and Wabasso Campground. Whistlers Campground, the park’s largest with 781 sites, is expected to fully reopen this summer, but the experience won’t be quite the same. Depending on your campsite, you may find yourself in a landscape that feels raw and exposed, with scorched trees, trunks blackened and bark flaking, replacing the familiar greenery. It’s important to recognize that “scenic” now may mean witnessing landscapes in transition.
Jasper may be home to just 5,000 residents, but it welcomes more than two million visitors each year, making tourism the town’s lifeline. While the recovery is still ongoing, it’s worth noting that over 97 per cent of Jasper National Park was untouched by last summer’s wildfire. “This is a practically meaningful time to visit, not only to support a community but also to experience the resilience and beauty that define this place,” says Khouri.
“With so much of the park open, it’s a perfect chance to explore lesser-known areas, try a new trail or book an experience you have overlooked in the past. Jasper is still Jasper—wild, welcoming and full of wonder, and right now your visit can make a real difference.”
