Phew!

Jasper businesses reported bustling sales over the long weekend. The snow co-operated for merchants, sending frigid campers into town for warm meals and heated shops. While our thoughts go out to those who braved sub-zero temperatures, it was a happy sight for those who rely on busy long weekend traffic to support their business.

The news is good for those who worry about the effects of rising unemployment and economic uncertainty across the nation. As talk has swirled about recession scares resulting in a lack of travel, Jasper appears to have passed its first long weekend test, with merchants and campgrounds reporting good numbers.

Jasper has a great deal of history and lore that will ensure visitors continue to come, and those involved should take a moment to breath a sigh of relief and congratulate themselves.

However there’s always work that can be done to improve the situation.

If Jasper is to indeed become the premier tourism destination in the Canadian Rockies, (if that is what it wishes) Parks, the tourism bureau and the municipality must find a way to deliver a value-added tourism experience. The current community sustainability plan has the chance to be an invaluable tool in this process. Should there be more festivals in town? Should the town or Parks dedicate staff to running events? Are long weekend fireworks, concerts or other events needed? Is it still enough to rely so heavily on Edmonton, or should other markets be pursued aggressively?

By drawing from its many strengths, a multi-stakeholder approach can ensure a healthy, sustainable tourism experience. Delivering authentic, mountain activities will help the community diversify and assert itself, allowing it to escape the ‘mini-Banff’ moniker. Spreading the tourism dollars and taking the ‘chicken in every pot’ approach helps extend the destination.

It’s important that these activities do not take away from the National Park experience however, as compromising the natural world for economic profit will erode the park brand. We’re keen to see how the new emphasis on visitor experience in the park affects the health of the park.

So kudos to Jasper for winning a small skirmish. Now it’s time to prepare for a much longer economic war.