2024 Jasper Wildfire Complex: Navigating the Crisis & Rebuilding a Tourism Community (Jasper, Alberta, Canada) SITUATION In July 2024, a catastrophic wildfire swept through Jasper National Park and the Municipality of Jasper, forcing the full evacuation of residents, businesses, and visitors. The event - later known as the Jasper Wildfire Complex - destroyed approximately 30% of the community’s structures, including homes, hotels, and tourism businesses. For nine weeks, Jasper remained under a State of Local Emergency (SoLE). During that time, no visitors were permitted to enter the community, and all tourism operations were halted. This complete shutdown had profound implications - not only for Jasper’s residents and business owners but also for Alberta’s broader tourism ecosystem and international travel trade networks. As the organization responsible for destination marketing and communications, Tourism Jasper faced the challenge of balancing empathy, accuracy, and leadership. The team was tasked with safeguarding employee well-being, supporting displaced operators, managing intense media interest, and preparing for eventual recovery - all while the destination itself was inaccessible and the team was working remotely.
CRISIS RESPONSE AND ACTIONS Tourism Jasper’s crisis response unfolded across two complementary tracks: internal priorities focused on protecting people and maintaining organizational continuity, and external priorities focused on managing communications, coordinating with partners, and protecting the destination’s reputation.
INTERNAL PRIORITIES 1. Protecting People and Teams
The organization’s first priority was the safety and well-being of its employees. Leadership established immediate connectivity through channels such as WhatsApp to confirm staff safety, share updates, and provide emotional support. Mental health resources were emphasized early, recognizing the toll on displaced staff and their families. Transparent
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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