The low Canadian dollar, although concerning for most industries, could prove to be a blessing for the tourism sector this summer.
Already, local tourism operators are predicting Jasper will see the benefits, as Americans set their sights on inexpensive northern adventures and Canadians opt to spend their vacations closer to home.
鈥淚'm talking from experience,鈥� said Todd Noble, general manager of the Jasper SkyTram, 鈥渁nd in years past, when the dollar's taken a bit of a hit, we have experienced heavier traffic from the U.S. So, we're expecting an influx of U.S. visitors.鈥�
Noble said he's also anticipating strong numbers from the regional market, with more people choosing 鈥渟taycations鈥� in hopes of getting more bang for their buck.
In an effort to capitalize on the low Canadian dollar鈥攚hich is hovering around 70 cents U.S.鈥擩asper's destination marketing organization has already increased its efforts down south.
鈥淎ll in all our goal has always been to increase American tourism, but with a low dollar it's just an easier push,鈥� said Bryan Attree, managing director of Tourism Jasper.
So, in 2016, 15 per cent of Tourism Jasper's marketing budget will be funnelled into campaigns in the United States, he said.
鈥淲e're not hoping for a low dollar鈥擨 think in the bigger scheme of things a lower dollar for Canada is not a good thing鈥攂ut we can reap the easy rewards or the quick rewards by marketing to the U.S.鈥�
As well as the plummeting dollar, Attree said there's also another selling point for Americans planning Canadian vacations this year: safety.
He said fewer Americans are travelling to Europe because of perceived risks, so they are looking to their safe, unassuming neighbour to the north.
鈥淲hen you look at Canada not only for the dollar, but for the safety factor, we really believe we're going to see an increase in the American traveller coming up this summer and hopefully into the next winter.鈥�
As well as its increased marketing in the U.S., Tourism Jasper is maintaining its efforts in the region, with 50 per cent of its budget focussing on the Edmonton and Calgary markets. Attree said that's where most of Jasper's visitors come from and the expectation is that those numbers will only increase with Canadians looking for affordable vacations this summer.
鈥淎s a main tourist destination, we couldn't ask for anything better,鈥� he said.
Pattie Pavlov, general manager of the Jasper Park Chamber of Commerce, agreed, however, she said with increased visitation comes challenges for Jasper.
鈥淢y only concern is when you're going to have increased visitation, which is something we're always striving for, on the flip side there will be an impact and that will be: do we have enough workers to do the jobs and will they have enough places to live?鈥�
Jasper has struggled with a workers shortage for a number of years, with help wanted signs plastered in the windows down Patricia Street for months on end as businesses operate with barebones staff.
Pavlov pointed out that with an increase in visitation there is a need for an increase in staff, so visitors are well taken care of when they're here.
The chamber has been working on different strategies to attract and retain workers for the past few years and, as part of that effort, will soon launch a new initiative called 鈥淥peration 178鈥�. The project has local business owners creating YouTube videos promoting their businesses and Jasper National Park, in an effort to recruit new workers.
But, Pavlov said, even if those people do come to work in Jasper, there is yet another hurdle to overcome鈥攆inding housing. Securing a place to live is no easy feat in Jasper, with a rental market that's been at a zero per cent vacancy rate for decades.
Despite the challenges, which Pavlov said the chamber will continue to work on, the news of increased visitation is positive.
鈥淥verall I see it as being a good thing,鈥� she said. 鈥淲e're very fortunate that we're likely going to come out on the upside of this.鈥�
Diana Laarz, co-owner of Robinsons Foods, is optimistic too, although she said people are certain to notice the low Canadian dollar when they're shopping in the grocery aisles.
鈥淚 think people know it's going to hit them hardest in groceries,鈥� she said. 鈥淲e're trying so hard not to put the prices up. We're doing our best to monitor it.鈥�
But in order to stay afloat, she said the store has to keep up with the cost of food and with the low Canadian dollar, products coming from the U.S. are becoming more expensive.
鈥淣othing's more personal to people than their home and what they eat, so when the price of groceries go up it feels very personal.
鈥淏ut bringing stuff in from the states there's going to be a cost, in that we're paying in U.S. dollars,鈥� she said.
Laarz said she is hopeful that visitation numbers will increase this summer, bringing the positive side of the low Canadian dollar to Jasper, but she said she's also nervous about what visitors will think when they go shopping for groceries.
鈥淢y concern is that the U.S. visitors, when they do come, that they'll get sticker shock when they see the prices and they won't convert it into their own currency.鈥�
In that regard, she said retailers will have the toughest time because they'll have to continuously justify their prices.
鈥淚'm hoping tourism is better, and I think it will be, I think it will be great, but I don't know if that will make up for the fact that everything else is going up.鈥�
Nicole Veerman [email protected]
