Jasper Tourism and Commerce is hoping to capitalize on four new flights from the United Kingdom to Calgary.

Local tourism officials are calling for members to raise $10,000 to increase Jasper’s presence in the marketing effort in partnership with Canadian Affair UK. The more money raised, the higher the presence Jasper will have in the UK, according to the tourism and commerce board.

“It’s our biggest destination for the winter,” said Helen Kelleher-Empey, general manager of the tourism and commerce board. “When the opportunity comes, we ask for support... This is an excellent opportunity due to the increased air capacity that Canada Affair is bringing to Calgary.”

The flights, which travel from Gatwick to Calgary and from Manchester to Calgary will bring four flights a week to Alberta, Kelleher-Empey said, and Jasper should be able to lure about one fifth of those visitors.

“We’re aiming at one-fifth, and if we’re able to raise seven or eight thousand, we can increase our presence.”

UK visitors tend to flock to Jasper in the winter for ski vacations, which is the same time the flights begin. The flights are scheduled to start arriving in November.

New flights from both airports are also beginning in Vancouver.

Kelleher-Empey said this is Jasper’s first partnership with Canadian Affair, and she said the investment should pay off for the community.

“If we don’t invest, other destinations will... through partnership with Travel Alberta, we’re able to double our money and our presence,” Kelleher-Empey said.

UK travel to Canada has been flat during 2009, however Travel Alberta is continuing its efforts in the area in hopes of enticing more visitors to the Canadian Rockies.