Jasper Wildfire Complex
of major accommodation partners and the restoration of essential services.
3. Setting the Stage for Recovery Within two weeks of the evacuation, Tourism Jasper convened a Demand Generation Working Group to coordinate recovery planning and align partners on reopening readiness. The group - comprising Travel Alberta, WestJet, YEG Airport, Pursuit, Rocky Mountaineer, and the Fairmont Jasper Park Lodge - met weekly (later biweekly) to maintain collaboration and rebuild confidence.
Tourism Jasper also emphasized Responsible Tourism messaging, encouraging visitors to travel respectfully, understand wildfire impacts, and support local businesses in rebuilding all while respecting a community that was still very much healing and in active recovery. FINAL THOUGHTS The 2024 Jasper Wildfire Complex tested the destination and its people beyond imagination. Yet, from the ashes emerged a model of community collaboration, resilience, and shared leadership.
Three specialized sub-groups focused on key areas:
• Product Offering: Verified operational status of accommodations, trails, attractions, and restaurants. • Marketing & Messaging: Developed recovery storytelling emphasizing resilience and responsible tourism. • Travel Trade: Supported industry partners in restoring travel trade confidence in Jasper, and the entire Canadian Rockies, as a viable destination.
Key lessons for other destinations:
• Be agile and flexible: Circumstances change daily - decisions must adapt in real time.
• Prioritize your people: Team well-being is the foundation for organizational resilience.
• Communicate clearly and consistently: Misinformation spreads faster than facts; control your narrative through trusted sources. • Leverage your network: The “Team Alberta” model demonstrated the power of interagency collaboration. • Balance empathy with optimism: The right tone at the right time builds trust and positions recovery for success.
POST- CRISIS RESPONSE AND ACTIONS
Once the SoLE was lifted, Tourism Jasper transitioned from crisis management to recovery implementation. Communications shifted from updates to inspiration, showcasing the destination’s strength and spirit. Recovery campaigns were coordinated under the unified “We’re Open” message, developed with Travel Alberta. Jasper’s re-entry to the market was strategically timed to align with the reopening
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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