TORONTO — Two years after the devastating 2024 wildfire, Jasper is moving forward with renewed optimism, significant tourism investments and a growing list of reasons for travellers to rediscover the Canadian Rockies destination.

At a recent media event, Tourism Jasper and its industry partners highlighted the community’s recovery, including the return of accommodations destroyed by the fire, major hotel renovations and expanded winter experiences.

“We’ve been through a lot the last couple of years since our 2024 wildfire, and I would say after two years, that evolution is quite astonishing,” said Tyler Rebel, CEO, Tourism Jasper. “There’s a ton of excitement and optimism across the entire destination.”

According to Rebel, all three in-town accommodation properties destroyed by the wildfire are expected to be welcoming guests again by spring 2027. Other properties have undergone extensive renovations, including Fairmont Jasper Park Lodge, which completed a reported $100 million renovation and reopened in spring 2026.

“If you’ve been there before, you need to come back,” said Rebel. “The experience is quite exciting.”

Fairmont Jasper Park Lodge

MAJOR INVESTMENTS IN ACCOMMODATION

Pursuit is among the operators investing in Jasper’s future, with significant upgrades to several properties.

At Forest Park Hotel, formerly the Sawridge Inn, the second phase of renovations is scheduled for completion in mid-December 2026. Improvements include new guest rooms and wings, a redesigned lobby, refreshed exterior and two dining concepts: Boreal steakhouse and Aspen Grove Café. Kitchenettes will also appeal to families and guests planning extended stays.

Meanwhile, Lobstick Lodge is undergoing a retro-inspired transformation featuring mid-century modern design, ski-equipment storage and drying facilities. The property is tentatively scheduled to reopen following renovations in late 2027.

“It’s definitely a place for kind of the ski bums, for the folks who love the hill, and we’re really bringing that retro feel back to it,” said Brittany Norden, Media Relations Manager for Pursuit.

Pursuit is also expanding wellness offerings at Pyramid Lake Lodge, with plans for two hot tubs, a sauna, fire pit and enhanced outdoor spaces.

WINTER ADVENTURES TAKE CENTRE STAGE

At Marmot Basin, President and CEO Jason Patterson emphasized the resort’s uncrowded slopes, diverse terrain and authentic mountain atmosphere.

“Our differentiator at Marmot is we are uncrowded. We have room to breathe,” said Patterson, noting that the resort’s efficient lift system means visitors spend more time skiing and less time waiting.

Families can also take advantage of Marmot Basin’s weekday promotion offering free lift tickets and equipment rentals for children, subject to program conditions.

Looking ahead, the resort is planning potential expansion on an additional 60 hectares in partnership with Parks Canada, while maintaining its boutique character.

“We’ve purposely kept a smaller, not a huge Vail-type resort,” said Patterson. “Intentionally, we’ve stayed boutique. We know our clientele. We know what they want.”

Beyond skiing, Jasper offers skating on frozen lakes, winter wildlife viewing and stargazing in one of the world’s largest accessible dark sky preserves.

Pursuit is also advancing sustainability initiatives, having successfully piloted a fully electric Ice Explorer at the Athabasca Glacier, with plans to introduce two additional electric vehicles in 2027.

EASIER ACCESS TO THE ROCKIES

Edmonton International Airport continues to serve as a key gateway to Jasper, offering connections to more than 50 nonstop destinations.

Located just over three hours west of the airport, Jasper is accessible through daily shuttle services operated by SunDog Transportation and Tours, giving visitors an alternative to renting a vehicle.

For travel advisors, the combination of air connectivity, ground transportation and refreshed accommodations creates opportunities to package winter escapes to the Rockies.

NEW CHAPTER FOR JASPER

While the 2024 wildfire remains an important part of Jasper’s story, tourism leaders are focused on the destination’s future. With investments continuing and visitor experiences expanding, Jasper is ready to welcome travellers back.

As Rebel told attendees, the recovery represents more than rebuilding — it is an evolution of the destination.

More information about travel to Jasper is at Jasper.travel.

Lead image caption: Jasper National Park