Peter Shokeir | [email protected]
Time Magazine has listed Jasper, Alberta, as one of the world’s greatest places of 2021.
Jasper was one of two spots in Canada to make the list. The other was the city of Winnipeg.
Tourism Jasper pitched parts of the story to Time Magazine earlier this year.
“We have a portion of our business that really works to earn media coverage, and so our team had been working with the freelance journalist of that piece,” said James Jackson, president and CEO of Tourism Jasper.
“It’s always good to see the fruits of our team’s labour come to fruition. I’m really proud of that piece, but honestly I’m not surprised, given where we live.”
Over the past several years, a strategic priority for Tourism Jasper has been to garner media coverage in the United States.
Jackson also noted a few “serendipitous events” helped put Jasper on the map, including rumours of a royal honeymoon and the “Bachelorette” TV show almost coming to film in town.
“That in combination with the great work that the businesses in Jasper do and obviously the work that Tourism Jasper does is all culminating in just a bit more attention and a bit more realization that this place is phenomenal.”
In Time’s list, Jasper was recognized as “Canada’s cabin capital” due to having more than more than 400 cabins, cottages and other individual lodgings.
Jackson said this moniker resonated with journalists, who also like how “a destination that’s a little off the beaten path has 400 cabins.”
“It’s a story we’ve always told, but in light of COVID, it’s really become a strategic pillar for us that this place is safe, because you can rent a cabin and have your own four walls,” he said.
“You’re not going to get stuck in an elevator or hallway with other guests. You really feel safe, but you can still take that break that you need with your family or friends.”
The town was also recognized as the gateway to Jasper National Park in the Canadian Rockies.
The reopening of Whistlers Campground was specifically mentioned, which had been closed for a two-year renovation.
Improvements include repaved roads and new facilities at each of its 781 campsites.
The campground serves as the largest camping area in the Parks Canada system.
Time also noted the new food offerings in Jasper.
Premier Jason Kenney tweeted about Jasper’s placement and how he was looking forward to welcoming visitors to Alberta once the borders reopen to travel.
