The Jasper Disaster

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At the peak of the summer tourism season, the Jasper townsite is empty.

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A dangerously fast-moving wildfire forced 25,000 residents, visitors and seasonal workers to flee the community inside one of Canada's best-known national parks last week, leaving local businesses in the tourist town facing an uncertain road to recovery.

With roughly 18.5 million hectares of Canadian land burned, 2023 was the worst wildfire season ever recorded. It surpassed the previous record of 7.6 million hectares scorched in 1989.

Parks Canada estimates 30 per cent of the town has been damaged by the wildfire, with 358 of the 1113 structures in the town of Jasper being destroyed.

The structures were homes and businesses, including at least two hotels, a cafe and gas station. Much of the damage was contained to the west side of town.

But even for businesses that weren't among the hundreds of buildings destroyed by flames, owners of hotels, restaurants and sightseeing companies are bracing for a financial hit that lasts well beyond the evacuation.

Although details about the extent of the wildfire damage in and around the Jasper townsite are still emerging, photos, a recently shared map, a damage report, and updates from Parks Canada are revealing the condition of many popular hotels and resorts.

Below are some travel spots that have been confirmed to have been struck by the wildfire.

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Alpine Village Cabin Resort

Located southwest of the Jasper townsite and near the Athabasca River, the Alpine Village Lodge has seen significant damaged from the wildfire.

The resort’s main office, a home on the resort site, and the resort’s accommodation buildings, laundry room and maintenance shops were not damaged.

Fairmont Jasper Park Lodge

The Fairmont lodge in Jasper has been damaged by the wildfire.

Maligne Lodge

Photos from the Jasper townsite show that the Maligne Lodge hotel was completely destroyed by the wildfire.

Tekarra Lodge

Tekarra Lodge, southwest of the Jasper townsite near the Athabasca River, has been damaged by the fire.

Before the fire, Tekarra Lodge had 11 cabins available for travellers and vacationers in Jasper.

Mount Robson Inn

According to a damage report from the Municipality of Jasper, Mount Robson Inn has been destroyed.

For updates on the park status please visit: https://parks.canada.ca/pn-np/ab/jasper/visit/feu-alert-fire/feudeforet-wildfire

 

Building on a Century of Success: Setting the Stage for the GTHA’s 100th Anniversary

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By Sara Anghel, President & CEO of the Greater Toronto Hotel Association

As we reflect on the past 99 years, the Greater Toronto Hotel Association (GTHA) is proud to have built our community, our organization, and our industry into a critical pillar of Toronto's economic and cultural fabric. At our 2024 Hotel Summit and Annual General Meeting last June, we announced our centennial campaign, "Building on a Century of Success." This campaign will build up to our 100-year anniversary in 2025, which will celebrate a century of the hotel industry’s achievements, growth, and an unwavering commitment to excellence.

Since 1925, the GTHA has been an integral part of the Toronto region’s tourism and hospitality sector. Originally known as the Toronto Hotel Association, our organization has helped build up Toronto’s hotel infrastructure and supported the city’s development into a vibrant, modern metropolis. Adapting through the amalgamation of the city’s boroughs and the interconnection of the wider region, the economic shift of the 70’s and 80’s, and even World War II, the GTHA’s history is rich and varied, but always committed to those that we serve.

The Greater Toronto Area of today is a global tourism and business destination, attracting millions of visitors and billions of tourism dollars annually. Our members continue to contribute to our region’s growth by engaging diverse communities, promoting sustainable practices, and cultivating a safe and inclusive environment. These lasting contributions to the Greater Toronto Area’s socio-economic fabric reflect the best that our city and province have to offer.

As Toronto and the world have been marked by the unprecedented events of recent years, it has become clearer than ever that the hotel industry has profound economic impacts for the GTA, driving growth and supporting quality local careers.

As one of the hardest-hit industries during the COVID-19 pandemic, Toronto area hotels have contended with huge operational, financial, employment, and health and safety challenges. Despite these setbacks,recent data from Statistics Canada and the Canadian Tourism Research Institute highlight that most visitors to Toronto continue to choose hotels over short-term rentals. This is no surprise as our members offer unparalleled quality and customer care that merits the confidence guests place in them. Hotels are a central part of our diverse neighbourhoods and long-standing pillars of the communities they call home.

As tourism continues to rebound from the pandemic, the GTHA is committed to building on this momentum and enhancing the GTA’s competitiveness as a top-tier destination. Our hundred-year anniversary in 2025 will represent a new century for our association and its vital partnerships with government and our industry partners.

The GTHA is more than an association – it is a testament to the power of collaboration, advocacy, and the enduring spirit of the Greater Toronto Area’s hotels and their dedicated employees. Let’s seize the opportunity to build on this success together by empowering critical investment in tourism infrastructure and paving the way for future growth. Together, we will continue to build a bright, prosperous future for the GTA and for Canada, honouring our past while embracing the opportunities that lie ahead.

Sara Anghel is the President & CEO of the Greater Toronto Hotel Association, representing 150 member hotels that employ over 32,000 individuals across the Greater Toronto Area. Our mission is to support and advocate for the hotel industry, ensuring its growth and sustainability to foster growth and enhance the prosperity of the region.