AWARD WINNING AMBASSADOR WILD RETURNS FOR 2025 | |
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The AmbassadorWILD program is back for its fourth season!
This year’s team - Kristen, Zoe, Helena, and returning program manager Gabriel - is already out on Fernie’s trails, rivers, and recreation areas helping visitors explore responsibly and protect the valley’s natural beauty.
The 2025 team are a passionate group of outdoor stewards working across key locations to promote low-impact recreation and educate trail users. AmbassadorWILD is a central component of the broader Elk Valley Sustainable Tourism & Recreation Initiative, an award-winning regional strategy led by Tourism Fernie with support from the Province of British Columbia, RDEK Area A, Elk Valley Resources, Columbia Basin Trust, and a growing list of public and private partners.
| | | | Tourism Fernie has implemented a range of marketing tactics this season to drive visitation and ensure Fernie remains top of mind for travelers from target markets. We did so through targeted digital campaigns, refreshed collaterals, media partnerships, and engaging social media content. | |
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Spring & Summer Tactics Highlights
- Google & Meta Ads in core CAN/US markets (ongoing)
- 5 Week TV campaign in AB,BC. SK,MB
- 2 Week TV campaign in Calgary & Vancouver
- 2.5 Week Streaming Campaign in core US markets
- Print Ad + Digital Banner Displays in Northwest Travel & Life Magazine (US)
- Print and misc digital advertising in Explore Magazine (Canada-wide, year-long campaign)
- Print Ad in Trench Magazine (Kootenays)
- Digital Display at the Kalispell Intl. Airport (year-long campaign)
- Radio Ads in Calgary - 2-week campaign launching on May 26 on the Wild95.3 and 101.5Today stations
If you have questions about any of the tactics, feel free to email brona@tourismfernie.com
| | | | NEW: 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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NEW! and recently updated guides hot off the press include:
New on the website: 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
| | | MEDIA COVERAGE FOR FERNIE | | |
Outside:
The 50 Best Adventures in the US, Mexico & Canada
(#33 Cat Ski in Fernie, BC)
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Explore:
Multigenerational Adventure: An Amazing Family Hike in Fernie, BC
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National Geographic:
These Canadian mountain towns offer the beauty of Banff—without the crowds
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Chill Factor Magazine (AUS):
Road Tripping BC's Powder Highway
| | | STAKEHOLDER SATISFACTION SURVEY | | |
As members and stakeholders of Tourism Fernie we welcome you to participate in the 2025 Tourism Fernie Survey of 2024 services and programs provided.
For details on our 2024 initiatives please review the Tourism Fernie 2024 Annual Report.
Please take 15 minutes to provide important feedback that can help inform future strategies and decisions. Deadline to complete survey is May 27th.
| | SUSTAINABLE TOURISM INITIATIVE | | |
A River Runs Through It — And Why It Matters — The Province & Kootenay Rockies Tourism Highlight a Tourism Fernie Project
Kootenay Rockies Tourism and a coalition of passionate partners stepped in to support a key tourism asset. At the heart of the groundwork was Tourism Fernie and many local partners. What followed was a multi-year, multi-phase initiative that not only improved access to the Elk River but set a new standard for sustainable tourism development and long-term stewardship.
Tourism Fernie wishes to thank many if its partners and funders including EVR, RDEK, Freshwater Fisheries Society of BC, Outdoor Recreation Council of BC, Elk River Alliance and local guide outfitters.
| | WINTER VISITOR SURVEY RESULTS | | |
The Tourism Fernie Winter Visitor Survey was conducted online from December - April. 251 Visitors completed the survey.
The wordcloud above reflects the answers received for Q18: Any highlights, must do's, or businesses or people you would like to praise or recommend? The bigger the font, the more mentions that business or attraction received. Congratulations to Big Bang Bagels for receiving the most mentions!
Other highlights include:
- 38% First time visitors; 55% winter return visitors; 7% had visited only in the summer before
- Net Promoter Score of 68. Only 4% detractors; 24% passive responses - means they wouldn't recommend or detract. 95% said their visit had met their expectations and 90% said they would return to Fernie.
- Predominantly rubber-tyre traffic, with significant number from Australia & New Zealand
- Over 90% travelling with family and/or friends
For the full survey results, please see the attached pdf at the link below.
| | | TOURISM FERNIE 2025 AGM REPORT & BOARD OF DIRECTORS | | |
Over 100 people attended the official 2025 Tourism Fernie Annual General Meeting & Industry Event on April 3rd.
Held at Bayleaf Indian Fusion Restaurant and the Royal Canadian Legion - Fernie Branch #36, the event included an official welcomes and opening remarks from Mayor Nic Milligan, Tourism Fernie Chair Reto Barrington, and Jikke Gyorki, EO of Tourism Fernie, followed by presentations from:
The 2025-2026 Tourism Fernie Board of Directors were also announced:
MRDT Accommodator Seats (5):
- Jeremiah Pauw – Fernie Fox Hotel
- Jon Ward – Red Tree Lodge
- Reto Barrington – Fernie RV Resort
- Veronique Roy – Snow Valley Lodging & Annex House
- Wade Barkman – Lizard Creek Lodge
Non- Accommodator/Member-at-Large Seats (4):
- Alan D Young – Personal Real Estate Corporation
- Andrew Hayden – Fernie Distillers
- Kirsten Madsen – Island Lake Lodge Catskiing & Summer Activities
- Victoria Flemming – The Pub & Bistro at Park Place Lodge
| | TOURISM FERNIE UPDATES & MEMBER NEWS | | |
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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New owners at
Stag Leap Running
Jessica Gamey and Lauren Boudreau have taken the helm at the beloved Fernie running resource.
For 2025, the pair plan to host a new 15km Race at Fernie Alpine Resort on July 26th - The Headwall Hustle - plus weekly trail runs, with more to be announced for the future - see them on the trails!
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Activities you can do in Fernie - right now!
In our continued effort to keep members and visitors updated on current activities and upcoming opening dates, our new blog page is now live featuring loads of things to do and links for more info, webcams, and current air quality.
Check it out and share it on your socials or in your newsletters. The page will be updated regularly.
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Destination BC's New Learning Resource: How to Work Effectively with Travel Media
'Whether you're a small business owner, a DMO, or part of a sector association, this guide provides the foundational knowledge and tools you need to make informed decisions when working with journalists, content creators, and influencers.
~ DBC Learning Centre
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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.
| | | | | June 2 & 16 I City of Fernie - Council Cafe | Fernie Senior's Centre | | | June 11 & 17 I Fernie Ambassador Program | College of the Rockies | | | June 11 I Business, Banter & Beer | Fernie RV Resort | | | June 12 I Work-life Balance Workshop | Fernie Chamber | | | June 19 I Fernie Chamber Golf Tournament | Fernie Golf Club | | |
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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