As the summer sun still shines brightly over the Rockies, the town of Jasper, Alberta, finds itself at a crossroads—one shaped by both the aftermath of last year’s devastating wildfire and the evolving habits of travelers planning their winter escapes. With about one-fifth of Jasper’s overnight accommodations lost to the flames, the picturesque mountain town is adapting to a new reality, even as tourists continue to flock to its natural wonders. Meanwhile, travel experts and industry insiders are urging would-be vacationers to think ahead, suggesting that those who plan their winter getaways during the summer months can save big and sidestep disappointment.
According to Tyler Riopel, CEO of Tourism Jasper, the season’s visitor numbers are down between 16 and 20 percent compared to previous years. The culprit, he says, is clear: “There’s about as many people visiting Jasper this summer as we have overnight accommodations for, so I say it’s a win.” Riopel explained that the drop is “100 percent directly attributed to the loss in fixed-roof accommodations and campgrounds” following last summer’s ferocious wildfire. Despite the reduced capacity, the town’s available spots are nearly fully booked, and Riopel expects this accommodation squeeze to persist well into next summer as the community continues to rebuild.
Yet, for those lucky enough to secure a place to stay, Jasper remains a veritable playground. The national park offers more than a thousand kilometers of hiking trails, thrilling white-water rafting, the famous SkyTram gondola, a scenic golf course, and boat cruises on the turquoise waters of Maligne Lake. “Jasper is such an intriguing place to be right now. Parks Canada has worked really hard to ensure that there’s a few fire-impacted forests that people can walk through,” Riopel told The Canadian Press. Even as the region recovers, the draw of its rugged beauty remains undiminished.
But the challenges facing Jasper aren’t unique. Across northern Saskatchewan and Manitoba, tourism operators—especially those catering to hunters and fishers—are grappling with the fallout from wildfires that have disrupted their businesses. Roy Anderson, acting CEO of the Saskatchewan Commission of Professional Outfitters, described the situation as dire: “We’re talking millions of dollars in terms of lost revenue at a minimum.” Many of these outfitters serve a small but loyal clientele, primarily Americans, who book their trips well in advance and expect a certain level of service and certainty. When wildfires or other disruptions strike, operators are left with sunk costs in supplies and staffing, but no way to recoup their investments.
Earlier this spring, concerns swirled about the potential impact of Canada-U.S. trade tensions on cross-border tourism. However, Anderson noted that “it wasn’t maybe as impactful as we thought it might be.” The real blow, it seems, came from Mother Nature herself, leaving businesses scrambling to adjust to a tough season.
In this climate of uncertainty, travel experts are encouraging Canadians and international tourists alike to plan ahead—especially for winter vacations. As highlighted in a recent GOBankingRates article, thinking about your winter getaway while it’s still summer can pay off handsomely. The advice is simple: the earlier you start, the more likely you are to snag the best deals, avoid sold-out accommodations, and ensure your vacation goes off without a hitch.
One of the top recommendations is to leverage hotel booking platforms. Sites like Booking.com aggregate listings from local companies managing short-term apartments, often at a fraction of the price of traditional hotels. For travelers loyal to certain hotel chains, it might still be worth booking directly to maximize loyalty points or perks, but comparison shopping remains a powerful tool.
Another strategy is to time your trip for a destination’s off-peak or shoulder season. While ski resorts and places like Germany’s Christmas markets are packed (and pricey) in winter, other destinations offer deep discounts. For instance, January in New York City, when the holiday crowds have thinned, can yield substantial savings on both flights and accommodations. As GOBankingRates points out, “the shoulder season can be a great way to find cheaper accommodations and flights, two of the biggest expenses on any trip.”
Travelers are also advised to sign up for mailing lists from hotels, airlines, and tour companies. While inboxes might get a bit more crowded, the payoff can be significant—exclusive discounts, early alerts to flash sales, and special offers reserved for subscribers. For example, Eurail occasionally offers 20 percent off passes, and IHG hotels have been known to run point sales with up to a 100 percent bonus, making each night’s stay dramatically cheaper.
For those open to a bit of creativity, the concept of “destination dupes” is gaining traction. The idea is to seek out places that offer similar experiences to more famous (and expensive) locales. Instead of splurging on a trip to Switzerland, why not try Quebec City? Its cobblestone streets, charming Petit-Champlain district, and Place Royale evoke European vibes at a fraction of the cost. Likewise, Ljubljana in Slovenia is touted as a worthy stand-in for Paris, complete with a lively café scene and riverside strolls. Lake Bled, just a short trip away, rivals the bucolic scenery of rural France.
All these strategies are particularly relevant for Jasper, where the accommodation shortage is expected to continue into the next summer season. With so many rooms out of commission, those hoping to visit for skiing and other winter activities will need to be especially proactive. Riopel emphasized that winter tourism remains crucial for the town’s recovery, and the hope is that forward-thinking travelers will continue to support local businesses during the colder months.
Meanwhile, operators in wildfire-affected regions are taking stock of their losses and looking for ways to adapt. The Saskatchewan Commission of Professional Outfitters is currently surveying its members to quantify the financial impact, but Anderson’s estimate—millions in lost revenue—underscores the scale of the challenge. For businesses reliant on advance bookings and repeat customers, flexibility is limited, and the ripple effects of a disrupted season can last well into the future.
For would-be travelers, all of this adds up to a simple message: start planning early, stay flexible, and consider alternatives. Whether it’s a trip to the Rockies or a European-inspired escape closer to home, a little research and forethought can make all the difference. And for communities like Jasper, every visitor helps fuel the recovery, ensuring that the town’s trails, lakes, and forests remain open for adventure—no matter what the season brings.
With the landscape of travel shifting beneath their feet, both tourists and operators are learning to adapt, proving that resilience—and a bit of planning—can make even the toughest seasons a little brighter.
