Canada’s Wildfire Season Is Getting Worse: What That Means for Tourism

Now in its second week of evacuation, the mountain resort town Jasper in Alberta, Canada remains under threat of nearby blazing wildfires.

The increase in frequency and severity of wildfires in Canada is clear. Just last year, the country faced its worst-ever wildfire season, with more than 16.5 million hectares (37 million acres) burned. The usual average is just 2.5 million hectares (6 million acres).

Experts point to climate change as a leading cause of the sudden increased wildfire activity: “There’s no question, extreme weather, record high temperatures and dry conditions caused by climate change intensified [2023’s] wildfire crisis,” said Canadian Forest Services scientist Jonathan Boucher (via Parks Canada).

Last year, West Kelowna – in the heart of B.C.’s wine country – was impacted by wildfires. This year, Jasper National Park, another tourism draw, is a casualty of increased wildfire activity in Canada’s West Coast.

As of the most recent update from Parks Canada, the wildfire remains classified as “out of control.” Jasper National Park remains closed to the public, and residents can’t return to their homes until officials deem it safe.

The Municipality of Jasper released a map of damaged structures, along with a list of addresses and other pertinent information – so at least evacuated residents have an idea of what happened to their homes. Firefighters are working diligently to control the blazes, and the battle is far from over.

But it’s not all dismay: Jasper National Park posted on social media that animals have already begun to return to the area.

For humans, it will take longer to return – and during the busy summer tourism season, the impact of that on the local tourism industry will be massive.

In a July 26 statement, the Canadian Association of Tour Operators (CATO) expressed concern over how this sudden change in the wildfire season will hurt tourism in Western Canada: “The wildfires in Western Canada have not only posed a threat to the safety and well-being of residents but have also had a significant impact on the tourism industry in the region. As a key player in the travel sector, CATO recognizes the importance of addressing climate change to ensure the long-term sustainability of our industry.”

According to StatsCan, tourism is proving increasingly important for the Canadian GDP. It rose 9.5% annually in 2023, contributing $7.2 billion (CAD) to the British Columbia economy in 2022, and C$9.9 billion to Alberta in 2023.

Alberta’s tourism industry is arguably more vulnerable than its neighboring province. In 2023, Vancouver saw 1.25 million docked passengers, which is a record number. The cruise segment is growing across the country, and is quickly becoming a main driver for B.C. tourism from May to October.

Already, the frequency of wildfires has shifted how travelers book in the area. There’s been a shift toward short-term booking windows and a reduction in guests booking in advance. Areas unaffected by the current wildfires are also seeing reduced visitors: according to the British Columbia Lodging and Campgrounds Association, there’s been a 5 to 15% drop in bookings year-over-year.

Ellen Walker-Matthews, head of the Thompson Okanagan Tourism Association said the downward trend is “a huge blow” to the industry. “July and August are traditionally the busiest months in the region,” she said (via Reuters).

While the future of the region’s tourism remains unclear, what is certain is that Jasper Nation Park, with its glorious mountain views and white water rapids, is a Canadian treasure.

The Jasper Tourism said the following on its website:

“Maybe the right words will come eventually. Maybe once the dust settles, and the rain falls, and we have an accurate assessment of the damage, maybe then we’ll be able to fully express our sadness about Jasper’s recent tragedy and our gratitude to the heroes who’ve been fighting these wildfires for days and who continue to fight.

We’ve been touched by the outpouring of love from people around the world who know and love Jasper. While we wait for a complete picture to develop of the current situation, we ask travellers for patience and grace as many of our residents and businesses navigate this loss and turn to the future rebuilding of our community. Know that we will be back. Our mountains have stood tall for millions of years, and Jasper will stand tall through this.”