July marked a year since the Jasper Fire Complex changed Jasper forever.
Last summer, flames swept through Jasper National Park and surrounding areas with a ferocity few could have imagined. What began as a wildfire became a defining moment for the people who live, work, and find inspiration in this mountain town. It was a week of loss—but also the beginning of a powerful story of resilience and rebuilding.
A Night No One Will Forget
When the evacuation orders came, there was no time to think—only to act. Local operators, lodge managers, guides, and business owners put their guests and staff first, coordinating evacuations even as smoke darkened the sky. Cars moved in convoys, wildlife scattered, and the sound of emergency alerts echoed through the valley.
“We got our guests out and locked the doors behind us,” said one hotelier. “We didn’t know what would be there when we came back.”
For many, returning home weeks later brought a new kind of shock: the silence of neighborhoods where homes once stood, the charred remains of businesses built over decades. Families sifted through ashes for mementos. Colleagues hugged one another through tears. The fire had taken more than buildings—it had altered the very shape of daily life in Jasper.
A Community Changed, A Community United
Despite overwhelming loss, what followed was extraordinary: a groundswell of support from across the region and country. Emergency funding, housing support, and community grants were quickly mobilized. Parks Canada and the Municipality of Jasper worked tirelessly with nonprofits and local leaders to begin recovery efforts.
AMPPE has stood alongside our partners to advocate for policies and resources that will support not just restoration—but transformation.
Looking Forward, Building Smarter
Some work has begun. Critical housing projects are underway. Trails and tourism infrastructure is slowly being restored. Many businesses have reopened, and visitors have reurned to the streets and trails. But it is clear: there is still so much more to do.
Rejuvenating Jasper’s tourism economy is not just about getting back to where we were—it’s about building what is needed now ans into the future.
This fire revealed vulnerabilities in housing, infrastructure, and visitor services that had long gone unaddressed. We have a rare opportunity now, in the wake of devastation, to reimagine what Jasper can be.
We must not simply rebuild what was lost—we must rebuild for what’s next. That means:
- Building housing that supports the people who keep our tourism economy alive.
- Investing in modern, sustainable tourism infrastructure that can withstand the challenges of a changing climate.
- Developing new visitor experiences, especially those that encourage off-season visitation.
The Spirit of Jasper
What makes Jasper special is not just its beautiful geography—it’s the people. It’s the stories of friends helping friends, of strangers volunteering meals and labour, of entrepreneurs reopening with fierce determination.
We need continued collaboration, sustained investment, and bold leadership. Jasper is not just worth saving—it’s worth strengthening. Together, let’s ensure we don’t just recover. Let’s build a Jasper that is stronger, smarter, and more sustainable than ever before.