An exceptionally snowy winter is providing a powerful economic lift to Jasper, Alberta, following several challenging seasons for the mountain town's tourism sector.
Perfect Conditions Attract International Crowds
Cameron Mahler, Marketing and Sales Manager at Marmot Basin, confirmed the positive trend. "The snow this year is helping us quite a bit," he said. The resort has welcomed visitors from across Canada and internationally, with a notable increase in American skiers and snowboarders crossing the border.
This surge from the south is largely due to a stark contrast in conditions. While Alberta experiences one of its snowiest winters on record, a severe "snow drought" plagues major western U.S. ski regions like the Sierra Nevadas, the Rockies, and the Cascades, as warned by the American National Weather Service.
Recovery from Fire and Capacity Business
The robust season is a welcome change after three tough years, which included below-average snowfall and the devastating 2024 wildfire that destroyed 30% of Jasper's accommodations. Despite the ongoing hotel shortage, improved bus service from Hinton—80 kilometres east—has made it a viable base for visitors, contributing to an uptick in guests from that community.
During the recent holiday period, Marmot Basin saw near-capacity crowds, averaging approximately 3,400 visitors per day. Mahler expressed optimism for the continuing season, noting daily snowfalls are maintaining "superb" conditions on the slopes.
Industry-Wide Optimism and Upcoming Events
The sentiment is echoed by Garrett Turta, General Manager of the Jasper Park Lodge. He reported strong bookings for peak ski weekends and winter events, with a healthy mix of Western Canadian and U.S. guests drawn by the reliable snow and national park setting. "For many people, this season simply feels like a great return to classic Jasper winter," Turta stated.
The buzz about Alberta's snowpack is widespread. Brian Rode, Marmot Basin's vice-president, recently attended a conference in Aspen, Colorado, where representatives from other North American mountain regions repeatedly commented on Jasper's abundant snow. "To me, it’s interesting just how fast word travels down south," Rode observed.
The momentum is expected to continue with the annual Jasper in January festival, running from January 16 to February 1. The event will feature skiing, hockey, Scotch tastings, live music, comedy, and DJ performances.
This winter boom builds on a strong foundation. Government data shows attendance was up at all five of Alberta's national parks from January to October 2025. Jasper National Park alone welcomed over two million visitors in that ten-month span, a significant increase from the roughly 1.09 million visitors recorded in the fire-impacted year of 2024.
