In a remarkable display of resilience, Jasper has welcomed back visitors to the GoMedia Canada Summit just a year after a devastating wildfire forced the evacuation of 25,000 residents and tourists, causing an estimated $1.3 billion in damages. The summit brought together 206 participants from various countries at the Fairmont Jasper Park Lodge, showcasing the region’s recovery and tourism potential.
This year’s summit included 79 partners from across Canada and 79 journalists from key markets such as Australia, China, France, Germany, Mexico, Japan, South Korea, United Kingdom, and the United States.
Significance of the Event
The GoMedia Canada Summit is Canada’s largest global tourism media event, held every two years in different locations. Attendees take part in various activities such as a media marketplace, panels, destination presentations, and numerous networking opportunities. This year featured local tours and pre- and post-FAM media tours that highlighted attractions across the nation.
A Cultural Morning
During the summit’s opening, delegates participated in a moving Indigenous ceremony, featuring drummers and dancers from the Aseniwuche Winewak Nation. These descendants of the original families from Alberta have preserved their rich heritage despite challenges since the establishment of Jasper National Park in 1907.
Importance of Tourism for Recovery
Tourism Jasper CEO Tyler Riopel highlighted the region’s reliance on visitor engagement for its recovery, emphasizing that Jasper’s future depends on attracting more travelers. “Jasper must embrace visitors to recover fully,” he stated.
Activities and Tours
Parks Canada’s Melanie Kwong echoed the sentiment, referring to national parks as “windows into a country’s soul.” Delegates had the chance to explore Jasper’s natural beauty through activities such as rafting, e-biking, hiking, rock climbing, and food tours that highlighted the area’s ecological recovery from fire.
One unique offering was a heli-yoga experience led by Kristie Eccleston of Jasper Hinton Air, who combined aerial views with yoga practice on a mountain top. This captivated participants, showcasing the blend of adventure and tranquility found in Jasper.
Upcoming Attractions and Events
Additionally, exciting developments are underway, such as the launch of the Basin Glacial Waters, a thermal wellness facility at the Fairmont Chateau Lake Louise, featuring various thermal pools and sauna experiences.
The summit also shed light on upcoming seasonal promotions, with Quebec introducing a winter campaign tagged “Winterapy” aimed at enhancing winter tourism, while Nova Scotia is leveraging the popular reality series, “The Curse of Oak Island,” to drive tourism.
Future Prospects for Tourism in Canada
With preparations for the 2026 FIFA World Cup underway, Canada is set to host 13 matches, including seven in Vancouver and six in Toronto. This event marks a significant milestone, boosting tourism and showcasing Canada’s diverse landscape.
As the GoMedia Canada Summit demonstrates, Jasper and other regions stand to benefit immensely from renewed interest and growth in tourism, as both residents and visitors rally together in the spirit of recovery and revival.
