Canada’s Winter Recovery In Full Swing: Tourists Drive Jasper’s Comeback With Record Snow And Thriving Ski Resorts!

Published on December 26, 2025

Jasper, a small town located in the Canadian Rockies, is going through a winter recovery that is indeed different from the previous ones after fighting the fire destruction and having bad snow seasons. The town, which is famous for its breathtaking mountain scenery and lively tourism industry, has been gradually and surely coming back to the tourism level it had before and the recent thick snow is one of the main reasons for this revival.

With more than 80 centimetres of snow falling over the last two weeks, Marmot Basin, the primary ski resort in Jasper, has reopened nearly all of its terrain, offering skiers and snowboarders the ideal conditions to hit the slopes. While this winter season began a week later than usual due to a warm fall, the snow conditions have more than made up for the delayed start, and skier visits are already up by 15% compared to the same time last year.

Snowfall Breathing Life into Jasper’s Tourism Economy

The snowfall has not only revived Marmot Basin’s ski conditions but also revitalised the broader Jasper tourism economy, which is largely dependent on winter sports. As Brian Rode, Vice-President of Marmot Basin, puts it, the difference between this year and last year is night-and-day, with the current snow conditions being a far cry from the struggles of the previous season. Once avalanche control is completed in the higher areas, Jasper will be poised for an even better season.

For the residents and businesses of Jasper, snow isn’t just a backdrop; it’s vital to the town’s economy. The ski resort’s success is closely tied to the health of the local businesses, making Marmot Basin’s ability to thrive a key factor in the town’s recovery. To bolster this connection, a new shuttle service between local hotels and the mountain has been launched, offering affordable transport options for visitors.

Regional Tourists Lead the Charge

While international tourism tends to pick up in the summer months, the winter economy in Jasper is heavily reliant on regional visitors, particularly from Edmonton and northern Alberta. These travellers, familiar with the challenging winter driving conditions in the Rockies, often treat Jasper as their personal playground, returning year after year.

Tyler Riopel, CEO of Tourism Jasper, notes that while the wildfires of 2024 left a lingering sense of uncertainty among visitors, that hesitation has now dissipated. The key factor in this year’s recovery is the snowfall and the willingness of regional visitors to spend their hard-earned dollars in the town.

Unlike previous years, when a lack of snow led to fewer regional tourists, the current conditions are encouraging visitors to return. Riopel also points out that the town’s businesses, including retail, restaurants, and bars, remain intact despite the challenges, with Jasper still offering a stunningly beautiful, albeit changed, environment.

Jasper’s Annual Winter Festival: A Celebration of the Season

Jasper is also gearing up for its annual winter festival, set to run from January 16 to February 1, 2026. This event promises to showcase the lighter side of winter, with activities and festivities designed to attract both local and regional visitors. The festival will feature a wide range of experiences for families and adventure-seekers alike, celebrating the vibrant winter culture that defines the town.

Fairmont Jasper Park Lodge: A Retreat for All Seasons

While Marmot Basin is a central attraction for winter sports enthusiasts, other destinations in Jasper, such as the Fairmont Jasper Park Lodge, continue to draw visitors with its rich traditions and luxury offerings. Rabih Maleh, director of well-being at the lodge, states that despite the challenges posed by the wildfires, the resort is still seeing many of the same loyal guests return this season.

With or without heavy snow, the Fairmont Jasper Park Lodge remains a beacon of comfort and relaxation. Guests can enjoy activities like hiking, ice skating, spa treatments, and even the lodge’s new “glacial plunge” experience, which allows visitors to alternate between cedar barrel saunas and the freezing waters of Lac Beauvert.

Maleh emphasizes that the lodge remains a happy place for many returning guests, who find solace in the familiar comfort of the resort’s offerings. Regardless of the surrounding landscape’s transformation, the festive spirit at the lodge continues to shine, bringing warmth and joy to all who visit.

A Promising Future for Jasper’s Winter Tourism

Jasper’s recovery this winter has been a combination of ideal snow conditions, renewed confidence from regional visitors, and the continued strength of its core tourism offerings. As the town continues to rebuild from the wildfires of 2024, Jasper’s tourism sector is poised for a prosperous season, with both new visitors and long-time supporters helping drive its success.