CONTRACT POSITION AVAILABLE:
TOURISM & EVENTS ANIMATION ADVISOR
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Tourism Fernie is seeking an experienced and collaborative Tourism Events & Animation Advisor to help elevate Fernie’s tourism experience through strategic event and animation/activation support, partnership, and guidance.
This part-time contract position (Mid August - December 2025) is focused on advising and building capacity, rather than directly creating or managing events.
The advisor will work with key stakeholders in the community, work on new opportunities and addressing challenges and gaps, seek and implement solutions and help ensure alignment with Fernie’s tourism brand, strategic objectives and sustainability goals. APPLY TODAY!
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Lodging Data Update for Fernie
Year-to-date (YTD) lodging numbers (January - June) are in. The above chart shows % occupancy for Fernie area hotels compared to the same time last year and other destinations. Fernie's YTD occupancy was 65%, down 6%, however, average room rate YTD was $193.81 per night, up 11%. Specific to AirBnB numbers in the Fernie area, YTD occupancy was 42%, up 7 %, and their average room rate was $300, up 3%.
Fernie had a strong winter season (Jan-Mar) with occupancy 7% higher than the previous winter season, however spring (Apr-Jun) was down 17%. Although room rates are still up overall from last year, we may be seeing a plateau. Primary reason for the lower spring business is the reduction of corporate bookings and impacts on business and consumer confidence with the political events down south. Summer season is looking positive overall, however those data won't be available until fall. In preparation for the fall season Tourism Fernie is expanding on its efforts to drive leisure visitation and support fall tourism-focused events. See more details within this newsletter.
| | NEW DESTINATION INITIATIVE: PALEO TRAILS BC | |
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Tourism Fernie is thrilled to be spearheading an exciting new initiative that will bring the ancient history of Fernie, Sparwood, and Cranbrook to life like never before.
Paleo Trails BC is a regional project that combines education, storytelling, and tourism to showcase the remarkable fossil discoveries found in our part of the Kootenays. Planning and implementation for the initiative are currently underway, and will include:
- A short film in collaboration with Dinosaur Valley Studios and TrueArc Media, highlighting the incredible journey of fossils in the Elk Valley and beyond.
- A series of educational tours to share our unique paleontological history including a self drive tour.
- Interactive displays like the exhibition at the Sparwood Museum, Ammonite & Ichthyosaur exhibit at the Fernie Visitor Centre, and an extensive display at Cranbrook Museum.
Watch the video below, read more, and stay tuned as Paleo Trails BC takes shape!
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Fall Campaign in the Works
Even though it’s still peak summer, our minds are turning to fall, as we plan ahead to inspire visitation in the quieter time of year.
This fall, our marketing efforts will highlight all the reasons to experience Fernie through a multi-channel approach. The campaign will include targeted digital ads, social media content (both organic and paid), and video storytelling. We’ll also be continuing with the 5th year of our Fernie Fills My Cup promotion (details coming soon), and encouraging participation in the BC Ale Trail’s Sip & Stay promotion to further entice visitors to relax and recharge in Fernie this fall. Highlighting featured fall events will be a part of the campaign.
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Instagram Posts to Appear on Google
Since early July, Google started indexing posts from Instagram! If you have a Business or Content Creator account on Instagram, this is great news. It means your IG posts will now appear in Google search - potentially reaching more potential customers. Bear the SEO best practices in mind when you create your content and write captions.
| | | MEDIA COVERAGE FOR FERNIE | | |
Explore Magazine:
10 Best Hikes in the Fernie Area
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Canadian Golf Traveller:
Tee It Up in Canada's Kootenay Rockies
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BC Ale Trail
Influencer Partnership:
"The Ultimate Guys Trip Destination - Fernie, BC"
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Influencer Campaign (Hiking):
@dawnnpark & @wandering_claud
| | | ELK VALLEY FIELD HOUSE RECEIVES FUNDING FROM EVR | | |
On July 8th, Elk Valley Resources (EVR) and the Elk Valley Field House Society announced a $1 million donation by EVR to the Elk Valley Field House Society to support the design and construction of a new recreational facility in Fernie. Tourism Fernie contributed $40,000 in the early stages of the project, which supports tourism as well.
The proposed facility, to be developed and operated by the Elk Valley Field House Society (EVFHS), will provide a much needed indoor recreational and gathering space for residents of the Elk Valley region.
The field house will be located next to the Fernie Aquatic Centre and feature a multi-use indoor space for a wide range of recreational, sporting and community needs.
| | TRAILS MASTER PLAN UPDATE | |
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Fernie & Elk Valley Trails Master Plan - Next Steps: Phase 1.5.
Tourism Fernie is excited to share an update on the Fernie & Elk Valley Trails Master Plan — an important project shaping the future of our trail network.
This next phase will focus on engaging with stakeholders and gathering input through:
- A project summary memo to keep everyone informed
- Presentations to trail groups, landowners, local governments, and First Nations
- Surveys tailored to each group to better understand interests, concerns, and ideas
| | | | | MORRISSEY BOAT LAUNCH OFFICIALLY OPENED | | |
One of the most loved and utilized river access sites along the Elk River was finally celebrated this past month after many years of hard work, led by Tourism Fernie, in developing and confirming partnerships, funding agreements and approvals for improvements to the site.
The Morrissey boat launch area, located within Morrissey Provincial Park just south of Fernie, welcomed a ribbon-cutting event last month after the construction of a formal boat launch, enhancements to access and parking, and installation of signage supporting river safety, stewardship, navigation, site use and fishing etiquette.
The Morrissey project was a true collaborative effort that could not have happened without the partnership with the Regional District of East Kootenay (RDEK), BC Parks, and Elk River Alliance, and the funding support from the Province of BC’s Targeted Regional Tourism Development Initiative, Elk Valley Resources (EVR), Freshwater Fisheries Society of BC (FFSBC), Outdoor Recreation Council of BC (ORCBC), and the RDEK Area A.
| | | 2025 MARKETING & VISITOR RESOURCES | | |
Tourism Fernie produces a wide selection of brochures, flatsheets, flyers, calendars, maps, and activity guides.
Brochures & Guides are regularly stocked around town. Need a resupply? Email: rebecca@tourismfernie.com.
We encourage you to embed or link these on your websites or include in your newsletters. Email brona@tourismfernie.com if you need assistance.
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Our current & updated range of brochures and guides includes:
Help potential visitors understand what's currently available in Fernie by pointing them to this regularly updated page:
Activities You Can Do in Fernie Right Now
| | | TOURISM FERNIE UPDATES & MEMBER NEWS | |
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New Managers announced:
Congratulations to Jonathan Bryant on his appointment as General Manager at Lizard Creek Lodge and Slopeside Lodge, and to Jade Fahie on her new role as Bar & Hospitality Manager at Fernie Distillers!
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Membership with Tourism Fernie is only $200/year! Membership helps support tourism in Fernie, includes a variety of opportunities to market your tourism product, provides voting rights at the AGM and additional support throughout the year.
To discuss your membership or to join, please contact christine@tourismfernie.com
Updates or new events, photos, or specials to add? Contact: rebecca@tourismfernie.com
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Freshwater Fishing License to be available online via BC's WILD system
Recreational freshwater anglers will soon be able to buy B.C. freshwater fishing licences through the Wildlife Information and Licensing Data system (WILD). Starting in fall 2025, people can create a profile and obtain a free Fish and Wildlife ID (FWID). An FWID will be needed to purchase a freshwater fishing licence when sales open in WILD in spring 2026.
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Local Weather Updates & Air Quality Info for guests
Tourism Fernie posts a daily photo of the sky in Fernie to highlight our weather & air quality conditions, and provide a permanent record of the summer's conditions that guests can scroll through. The page includes useful links, webcams, and current air quality.
With regional forest fires and ever changing smoke conditions, this page is a popular resource to reassure guests of our beautiful skies!
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The Honorable Anne Kang appointed as British Columbia's new Minister of Tourism, Arts, Culture and Sport
Premier David Eby made the announcement on July 17th.
Minister Kang has represented Burnaby Centre (formerly Burnaby-Deer Lake) since 2017 and brings valuable experience from previous cabinet roles in advanced education, municipal affairs, and citizen services.
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We welcome business updates from you that we can share in future e-newsletters. We also send a monthly e-newsletter to visitors promoting Fernie - if you don't already receive that email and would like to be added to the mailing list, please email info@tourismfernie.com.
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Perez McKenzie Immigration Consultations
Offer ongoing! For anyone that has foreign staff on their team and is interested in learning more about how to support your employee through different work permits or permanent resident pathways – this is for you!
Click the link for information regarding the Immigration Consultation session with Perez McKenzie and how to book a session. Tourism Fernie will cover the cost of an initial consultation at a value of $250.
| | | | | Industry Events & Fall Consumer Shows | | August 5 & 7 I Community Appreciation Days | Fernie Alpine Resort | | | August 18 I City of Fernie - Council Cafe | Fernie Senior's Centre | | | August 20 I Business, Banter & Beer | Fernie Legion, with COF | | | August 24 I Business Excellence Awards - Nominations Due | | | October 17 - 18 I Alberta Snowmobile Show | Edmonton | | | October 24 - 26 I Ski & Snowboard Show | Toronto | | | October 29 I Kootenay Rockies Tourism Virtual AGM | | | Nov 9 I Bridal Expo | Calgary | | | November 18 - 20 I TIAC Annual Tourism Congress | Ottawa | | |
TOURISM FERNIE STAFF DIRECTORY
Have a question or update? Let us know!
From left to right:
Corien Sieders, Destination Management & Development Manager | corien@tourismfernie.com
Jikke Gyorki, Executive Officer | jikke@tourismfernie.com
Rebecca Hall, Admin & Marketing Co-ordinator | rebecca@tourismfernie.com
Christine Grimble, Media/Travel Trade & Projects Manager | christine@tourismfernie.com
Brona Kekenakova, Marketing Manager | brona@tourismfernie.com
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We gratefully acknowledge that we do our business on the homelands of the
Ktunaxa Nation, Qukin ʔAmakʔis, and we honor and respect their ancestors of the past.
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The Official Corporate E-Newsletter for Tourism Fernie Society. Supporting the tourism sector through marketing and destination management initiatives.
Phone: 1-250-423-2037
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