Deep snow, regional tourism fuel Jasper’s winter comeback
More than 80 centimetres of snow fell at Marmot Basin over the last two weeks — and the impact is felt beyond the ski resort.
The tourism-dependent economy of Jasper, Alta., has been recovering from extensive wildfire damage and two consecutive poor snow seasons.
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Snow is a form of currency for the town, which relies on Marmot attracting regional tourists to keep the lights on in the winter season. Without snow, that’s a hard sell.
For Brian Rode, vice-president of Marmot Basin, the abundance of snow is a relief.
“It's really night-and-day between last year's conditions and this year’s conditions,” said Rode. “The Rockies in Alberta are having just a spectacular year.”
Marmot has opened almost all of its terrain, save the Eagle East area. But that isn’t due to a lack of snow. Once avalanche control makes the high alpine area safe to skiers and boarders, Rode said the conditions will be “fantastic.”
Rode said skier visits are up 15 per cent compared to this time last year, despite the season opening a week later.
Marmot isn’t the only business benefitting from the powder. Rode described the relationship between the longstanding winter anchor and the townsite as “symbiotic.”
"Our whole community, in a way, is in the ski business in the wintertime," Rode said.
To strengthen that connection this year, a new shuttle service has launched, offering $10 round trips between local hotels and the mountain.
“When Marmot wins, Jasper absolutely wins as well,” said Rode.
Albertans to the rescue
Albertans — especially Edmontonians — drive Jasper’s winter economy, whereas in the summer months, they rely on international tourists, said Tyler Riopel, CEO of Tourism Jasper.
That’s partly because winter highways in the Rockies can be difficult to navigate for those who aren’t used to the conditions, he said.
Jasper is, essentially, Edmonton’s “backyard” and “playground,” Riopel said.
Officials say Jasper’s winter recovery is being powered by visitors from Edmonton and northern Alberta, who treat the mountain park as their 'playground.' (Marmot Basin)
“We see them as a core audience and people who really love Jasper and are here for the long term and our repeat customers,” said Riopel.
He said that, following the devastating wildfires in the summer of 2024, which destroyed a third of the townsite’s structures, there was a lingering hesitation among travellers.
On top of that, a below average snow year drew fewer regional tourists.
"We don't have as much of that challenge [of uncertainty] this year," said Riopel. "It's really now about snow conditions and those regional people spending their hard-earned dollars and choosing to come on a vacation here versus elsewhere."
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Rode agreed that the confidence in Jasper is back, and the business sectors of retail, restaurants and bars are still intact.
“While it's changed significantly, it's still remarkably beautiful,” said Rode. “The mountains are still pointy. They're dramatic.”
With hesitation clearing, the town is preparing for Jasper in January, its annual festival running from Jan. 16 to Feb. 1. Riopel said it will emphasize the “lighter side of winter.”
Tradition over forecast
While Marmot Basin depends highly on the forecast, Fairmont Jasper Park Lodge relies more on tradition to attract guests post-wildfire.
"If I want to do the comparison [between this winter and last], it's almost the same," said Rabih Maleh, director of well-being at Jasper Park Lodge, adding that he is seeing many familiar faces from last year.
Guests at the Fairmont Jasper Park Lodge can alternate between new cedar barrel saunas and the freezing waters of Lac Beauvert, as part of the resort's new 'glacial plunge' experience. (Fairmont Jasper Park Lodge)
With or without snow, he said, there’s plenty to do at the lodge, including hiking, ice skating, the spa, dining experiences, and their new sauna and cold plunge experience.
Maleh said, for many regulars, the lodge remains a “happy place” despite the landscape surrounding it having changed.
The Christmas season is as “heartwarming” as it always is, said Maleh.
This article, written by Maggie Kirk, was originally published by CBC News on Dec. 25, 2025.