Image Credit: CFJC Today

By Adam Donnelly

NORTH THOMPSON TOURISM

Clearwater businesses feeling effects of Jasper wildfire

Aug 6, 2024 | 4:40 PM

CLEARWATER, BC — Wells Gray Provincial Park is often one stop along a busy travel corridor for international tourists that includes Vancouver, Jasper, Banff and Calgary.

But the wildfire that tore through Jasper and the national park is impacting travel plans for many of those visitors.

“Before Calgary, we would be in Jasper for two nights,” Austrian tourist Niklas Wurzrainer said. “I think a couple of days ago I got an email that said they cancelled our room due to the wildfire.”

The Yellowhead Highway remains closed for travellers east of Tete Jaune Cache through Jasper. For communities such as Clearwater, that means fewer travellers frequenting local businesses en route to the park.

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“It’s been a lot slower than usual,” said Amelia Wright of Bigfoot Trading Company. “We’re down around 35-40 per cent and that’s pretty much all across Clearwater, in general.”

“It feels more like September or May busyness, said Kris Olson, owner of Wild Flour Bakery. “Not June, July, August.”

While business at Wild Flour Bakery has been steady, it’s nowhere near the volume of customers it sees on a regular day in the summer season.

“That looks like a lineup across the parking lot until 12:30,” Olson said. “It’s busy, and it’s definitely that busyness that we can make some money on in the summer and take ‘er easy for the rest of the winter.”

Many of the businesses that cater to tourists rely on revenue from these busy months to make it through winter. According to Clearwater mayor Merlin Blackwell, the drop in revenue could have serious repercussions for these businesses throughout North Thompson.

“We’re in bad shape, but places like Valemount have seen numbers decline up to 90-95 per cent for accommodation and activities up there,” Blackwell said. “That’s not sustainable, especially when August is 40 per cent of the business for tourism up here. It’s Christmas – it’s the retail season that most places see at Christmastime.”

Blackwell hopes that travellers do not cancel their plans to visit the North Thompson.

Wurzrainer and his family are disappointed they won’t get to see the natural beauty of Jasper National Park.

Image Credit: CFJC Today

However, they’re trying to make the best of their trip and understand the challenges the area is facing.

“It’s just one national park for us, but for the people who live there and all the wildlife, it’s much worse,” Wurzrainer says. “You have to remember your perspective.”