Every year, Jasper’s streets fill with visitors drawn to its majestic peaks, pristine lakes and vibrant community.
But few tourists pause to consider the invisible workforce sustaining this idyll—seasonal workers, international students and immigrants labouring long hours under temporary permits or Labour Market Impact Assessments (LMAs).
Scholarship, media and even online memes have long spotlighted the challenges immigrants face in pursuit of the “Canadian dream.” Yet here, in one of Canada’s most celebrated destinations, too many workers remain unaware of their basic rights—and too many employers exploit that silence.
In academic journals and news outlets, researchers have documented how temporary foreign workers can be vulnerable to late pay, precarious housing and uncertain legal status. Memes circulating on social media wryly capture the reality: “You came for the Rockies—stayed for the unpaid overtime.” But the punchline fades when real people miss rent payments, forego breaks or risk deportation if they speak up.
These are not abstract case studies; they are the stories of my former co-workers at a local restaurant where expired liquor licenses, undocumented tip policies and unpaid shifts created an environment of fear and dependency.
Jasper’s tourism economy is a marvel of natural beauty and hospitality. Yet the town’s prosperity should not rest on eroding worker protections. Seasonal staff—many on LMAs—often depend on onsite accommodations that double as employment guarantees. When those guarantees are broken, they face not only lost wages but also lost homes and legal jeopardy.
In the wake of last summer’s wildfires, we applauded community resilience as families sheltered evacuees and businesses donated meals. That same spirit must extend to ensuring every worker—local or foreign-born—knows their rights under Alberta’s Employment Standards Code.
Why now? Because momentum for fair labour practices is building nationwide. Universities are expanding research into migrant labour; journalists are exposing exploitative practices; and advocacy groups are mobilizing on social media. Jasper cannot afford to lag behind. An “ethical tourism” model, which I call EthicTourism, would showcase not only our natural wonders but also our commitment to justice. Simple steps—multilingual rights workshops, on-site rights posters and an anonymous reporting hotline—could transform fear into empowerment.
I urge local leaders to champion awareness campaigns tailored to seasonal and LMA workers, as well as students and newcomers. Distribute clear, accessible materials in multiple languages; partner with community organizations to host rights-info sessions; and conduct regular inspections to ensure compliance with wage, break and safety regulations. Employers, too, must recognize that transparency and respect for labour laws enhance, not hinder, their reputation.
If Jasper aspires to be more than a postcard, it must ensure every person who feeds its economy can do so safely and fairly. Let us replace the unsettling memes with stories of workplace dignity and community pride. Because a town that truly cares for its people is a town that stands the test of time.
Sincerely,
Mariana Castillo Arce,
Former Jasper Hospitality Worker & University of Alberta Student
