Jasper-Edmonton bus aims to boost tourism
Daily service from WEM a first step in effort to attract more Europeans
David Finlayson, edmontonjournal.com
Published: 1:47 pm
EDMONTON - It's just a 21-seater bus, but it's being touted as the first step in a major push to draw more tourists to Edmonton and Jasper.
The once-a-day service runs between Jasper, West Edmonton Mall and the international airport, and while it's geared primarily to European visitors arriving on Air Canada's London flights, the two communities hope locals will use it, too.
Mayor Stephen Mandel said the city hasn't done a good enough job promoting Jasper to the international market, as Calgary has with Banff, and the new shuttle is a first step in changing that.
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"Jasper is a wonderful place and we haven't taken advantage of it in the past. It's the key to attracting more Europeans."
"We need to be far more proactive, and stick with new programs like this and not quit after 20 minutes."
Jasper Mayor Richard Ireland is looking forward to more year-round international visitors, but hopes the shuttle will bring more Edmontonians to the mountains.
"We want Edmonton to recognize Jasper as its backyard. And we in Jasper access Edmonton for its services and cultural amenities. The shuttle will help both communities."
Ireland isn't concerned that more visitors will have a negative impact on the national park.
Better access will allow more people to understand the importance of maintaining its integrity, he said.
However, widening the highway through the park is not on the horizon, Ireland said.
"It's an issue with Parks Canada. It's not necessarily insurmountable, but it's not going to happen in the foreseeable future."
Paul Hardy, owner of Sundog Tours, which started operating the shuttle last week, said it's a seamless service for visitors arriving at the international airport.
Sundog will have a representative there no matter what time people arrive, and they can go to West Edmonton Mall for the day and then connect with the shuttle to Jasper, which costs $79 one way from the mall and $89 from the airport.
Three major U.K. tour operators already have the bus included in their tour packages, Hardy said.
He's expecting Jasper residents will also take the shuttle for Christmas shopping. As traffic grows, Sundog can switch to larger buses, he said.
There's also hope that packaging Edmonton and Jasper to Europeans will keep the Air Canada flights full and lead to other non-stop European services, including Frankfurt, Edmonton Airports CEO Reg Milley said.
"The Air Canada flights have an economic impact in excess of $20 million a year on Jasper and Edmonton. And the much needed shuttle is a key to passengers arriving and departing at the international airport."
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© Edmonton Journal 2007