Residents and businesses in Jasper and Jasper National Park are steadfast in their commitment to rebuilding and welcoming visitors back to Canada’s iconic Rocky Mountains. Recognizing the town’s resilience, the federal government is actively collaborating with the community to accelerate recovery efforts, restore economic stability, and revitalize tourism—an essential pillar of Jasper’s economy.

In a significant boost to these efforts, the Honourable Terry Duguid, Minister for PrairiesCan and Ministerial Lead for Jasper, has announced over $2 million in additional federal funding. This investment will help local businesses reconnect with customers, create vital workspaces and storage for construction activities, and reinforce Jasper’s tourism sector. Additionally, Minister Duguid unveiled a new land lease agreement aimed at expanding affordable rental options in Jasper.

Retail Pop-Up Business Village to Support Local Entrepreneurs

The devastating wildfires of 2024 left a lasting impact on Jasper’s business community, with many enterprises suffering revenue losses, dwindling foot traffic, and, in some cases, the total destruction of their storefronts. To support these businesses in their recovery, PrairiesCan is partnering with the Municipality of Jasper to establish a retail pop-up business village in the town’s core.

This temporary space will allow businesses that lost their premises to the fires to resume operations in the heart of Jasper, ensuring they can generate revenue and retain customers through the peak tourism season and beyond. The initiative will send a strong message that Jasper remains open and eager to welcome visitors, offering the services and experiences that both locals and tourists expect. Parks Canada and the municipality have already greenlit the project, with the pop-up village set to open before the summer travel rush.

Streamlining Construction for Faster Rebuilding

With over 30% of Jasper’s structures damaged or destroyed, the town faces a prolonged and extensive rebuilding process. However, limited storage for construction materials and a lack of prefabrication facilities near Jasper have posed logistical challenges, delaying progress.

To address this, PrairiesCan is supporting initiatives that enhance efficiency in homebuilding and reduce construction delays. A new interim industrial park will be established, providing builders and tradespeople with much-needed storage and workspace for reconstruction projects. Additionally, the municipality will collaborate with Parks Canada, contractors, and leaseholders to develop staging areas where construction materials can be stored securely, and temporary accommodations can be set up for workers near project sites.

Boosting Tourism with Enhanced Experiences and Marketing

Ensuring that travelers and tour operators recognize Jasper as a thriving destination is key to economic recovery. Adventure tourism, from hiking and climbing to immersive nighttime experiences, remains a cornerstone of Jasper’s appeal. To amplify these offerings, PrairiesCan is making an additional investment in Tourism Jasper, equipping the organization with resources to develop and promote new travel packages and marketing campaigns aimed at attracting visitors from Canada and beyond.

New Affordable Housing Project on Connaught Drive

As Jasper rebuilds, increasing housing density is a priority to bring more residents back to the community. Parks Canada is working closely with the Municipality of Jasper to fast-track affordable housing solutions, balancing immediate needs with long-term sustainability.

As part of this initiative, Parks Canada will lease a parcel of land to the Municipality of Jasper for just $1, enabling the construction of a 40-unit affordable rental complex on Connaught Drive. This development represents the first phase of a broader strategy to establish high-density, long-term housing in Jasper. Rental rates will be set below market levels, and revenue from the complex will help fund additional housing initiatives managed by the Jasper Municipal Housing Corporation (JMHC).

This comprehensive approach—supporting businesses, expediting construction, bolstering tourism, and expanding housing—reflects a collective effort to restore Jasper as a vibrant, resilient community ready to welcome both returning residents and eager visitors.

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