The 17th annual Jasper Pride and Ski Festival opened with a powerful message of unity, resilience and responsibility, as community members gathered for the symbolic raising of the Pride flag on April 10.

In a keynote address, festival co-chair Rowan Bell-Marusich emphasized the importance of coming together at a time when many in the 2SLGBTQIA+ community continue to face discrimination and uncertainty.

“We are living in a moment where those same identities are increasingly met with fear, misunderstanding, and at times hostility,” Bell-Marusich said, noting the particular challenges faced by trans and non-binary individuals in Alberta.

Bell-Marusich highlighted the ongoing systemic barriers experienced by Indigenous peoples, especially Two-Spirit individuals navigating intersecting identities, and against that backdrop, framed the festival as both a celebration and a call to action.

“Raising the Pride flag is a visible signal that this is a place where people are welcome, where diversity is valued, and where everyone deserves to feel safe being who they are,” she said. “It’s also a commitment to continue learning, to continue showing up for one another, and to continue building a community where belonging is not conditional.”

Mayor Richard Ireland echoed those sentiments, opening his remarks by calling Bell-Marusich’s speech “spectacularly well said.” He described the flag raising as a vital public statement of Jasper’s commitment to inclusion and belonging.

Ireland connected this year’s Alice in Wonderland theme to the town’s ongoing recovery and rebuilding, encouraging residents and visitors alike to “step through the looking glass” and imagine new possibilities.

“Pride has always been about making space — to be seen, to be heard, to be welcomed, and to be celebrated,” he said.

Over 10 days, the festival brought together locals and visitors of all ages through a mix of family-friendly and 18+ events, reinforcing a shared message: in Jasper, community is built through connection, respect and the courage to stand together.

Jasper Local staff // bob@thejasperlocal.com