Industry News
Marmot Basin ski area saw a 30% decline in skier visits this past winter, as the lingering effects of last July’s wildfire—including a severe hotel room shortage—reshaped tourism patterns in this remote section of the Canadian Rockies. While snowfall eventually returned and travel showed signs of recovery, the resort faced early operational setbacks and long-term economic ripples tied directly to the blaze that disrupted life across Jasper National Park in 2023.
“We knew it would hit our numbers,” Brian Rode, vice president of Marmot Basin, told The Jasper Fitzhugh, a local newspaper. “Losing the rooms that we did in Jasper, we knew that would have the impact on our skier visits, and what we sort of expected in terms of business levels is exactly as it turned out.”
The wildfire, which tore through sections of the surrounding area last summer, left dozens of hotel rooms offline for the entire ski season. In a town where destination travel and not day trips drives the ski economy, the loss proved immediate and far-reaching. Delayed operations compounded the problem. Opening day was pushed back from November 8 to November 18 after a combination of dry early-season conditions and a delay in snowmaking, The Fitzhugh reports. Much of the water typically used for artificial snow had been diverted for firefighting efforts, which helped protect the resort itself from the advancing flames. However, power reportedly wasn’t restored to the mountain until late October.
While skier traffic remained well below average through December and January, numbers began to rebound in February. Marmot Basin recorded its busiest-ever year for group business, thanks in large part to a surge in school travel from the United Kingdom. Still, many potential visitors stayed away, some unsure about whether Jasper had fully reopened with many travelers under the impression the town had suffered catastrophic damage.
To help turn the page, Marmot Basin is using the off-season to regroup. That includes routine maintenance on the mountain, a fresh push to reconnect with travelers, and continued summer operations like the Jasper Riding Stables. The focus now is on reminding skiers and future visitors what makes Jasper stand out with its wide-open spaces, quieter pace, and its scenery that feels far from the usual resort bustle.
Though recovery from last year’s wildfire is still ongoing across the region, Marmot Basin appears to be rebounding. Supported by committed ownership and a loyal community of returning guests, the Alberta resort is betting on a steady, increasing comeback heading into next winter.
