The Alberta and federal governments are putting a combined $5.5 million toward attracting tourists to the Rocky Mountain town of Jasper, Alta. Police and park rangers wait for residents at the park gates on the first day residents are able to visit their Jasper properties after having to evacuate because of the wildfires, on Friday, August 16, 2024. THE CANADIAN PRESS/Amber Bracken

The Alberta and federal governments are putting a combined $5.5 million toward attracting tourists to the Rocky Mountain town of Jasper.

A July wildfire destroyed one-third of the town, including multiple hotels and 800 housing units.

Year-round tourism is Jasper’s main economic driver as close to 2.5 million people visited the surrounding national park last year alone.

Ottawa will spend $3 million on tourism advertising across the globe to attract visitors back to Jasper.

Alberta is putting $2.5 million toward the same goal, and will help Jasper’s tourism businesses prepare to welcome visitors this fall and winter, ensuring they remain viable and ready for next summer.

The Insurance Bureau of Canada estimates the July fire caused at least $880 million in insured damages, which is the costliest event in national park history.

The $880 million total is thought to be the ninth highest natural disaster insurance payout total in Canadian history.