Explore Jasper: a small town with timeless appeal
An interview with James Jackson, President and CEO, Tourism Jasper
How has the pandemic changed your marketing strategies?
This year we focused on the idea of Venture Again, built off our brand slogan, Venture Beyond. Venture Again is a campaign based on ‘responsible inspiration’ because safety and comfort are essential. Albertans are craving clarity and consistency.
They want to know what is open and available, without having to work hard. They want to travel somewhere that is safe, calm, and pristine. They want to return to the places and activities that are meaningful to them – which Jasper is for so many. They just want to have an adventure again. They want to Venture Again.
Many of our readers are travel advisors who are now looking to package Canada for clients who are interested in staying closer to home. What are some of the unique experiences that Jasper has to offer?
Jasper’s unpretentious small-town charm has a timeless appeal. Surrounded by towering mountains, crystalline lakes, and abundant wildlife, no wonder the national park is a designated UNESCO World Heritage Site. From hiking and biking, to wildlife viewing and sightseeing, Jasper has endless opportunities and activities for adventurers of all levels.
One of our most popular attractions, the Spirit Island Boat Cruise takes visitors across the glacier-fed Maligne Lake, surrounded by breathtaking mountains, to the world-famous Spirit Island for a day full of spectacular views. On the wild side, Jasper offers a number of whitewater rafting experiences through Jasper’s Class II and Class III whitewater.
Beyond these two, Jasper’s experiences go on to include the Jasper SkyTram, Glacier Sky Walk, Motorcycle Tours, Jasper Food Tours and more. All available through receptive tour operators or direct.
Let’s get into some of the more unique accommodation options that could be of interest?
Jasper has become the Cabin Capital of Canada as people realize it is one of best places to seek refuge from the stresses of COVID. What better place to relax than by isolating in one of our 600 cabins? Whether it’s a luxurious lakeside refuge or a cozy heritage cabin – there are great options at every level. From the Fairmont Jasper Park Lodge and Alpine Village, to the Bearhill Lodge and Tekarra Lodge, there is a cabin for everyone.
What are some of your personal favourite things to do, experience or eat?
I’m an avid bike rider, so my favourite days are when I can get out and ride some of Jasper’s hundreds of biking trails. On the way home I like to have a quick pit stop at the Jasper Brewpub for a pint of locally brewed beer.
In your opinion, why is now the perfect time for Canadians to consider exploring Canada?
Jasper is uniquely positioned as a wide open, calm, pristine and safe destination. Part of our brand is built on the premise of fresh air, which is what Canadians are craving after spending time in quarantine. At the same time, with effectively all travel this year being domestic, I think it is a great opportunity to remind Canadians that Jasper National Park is theirs – it is owned by all Canadians. So, what better way to explore your country than to visit a national park?
Are you aware of any local tourism operators or accommodation providers that partner with the travel advisor community?
Jasper is very fortunate to know and appreciate the tourism industry. So, nearly all properties and experiences are available via travel advisors.
Do you have anything to add?
Our national park has so much to offer, and it is the time to seek out new experiences while staying close to home. Having said that, travel is embedded in our DNA; it is in our nature to explore. So, although it will be different, and although it will be frustrating at times, people will always travel – and that is why Jasper is here to welcome those adventure seekers.