TARGET MARKETS
SITUATION ANALYSIS & KEY INSIGHTS
Tourism Fernie’ s target markets for current and foreseeable marketing have experienced shifts due to the COVID-19 pandemic. Below charts represent our areas of focus if COVID-19 did not occur. Due to the current situation geographical markets are currently focused on regional drive with the expectation that long-haul markets will be inaccessible for most of 2020, due to travel limitations and restrictions and will continue to be impacted for the next few years. Travelers, within Canada and once the US border opens, will however see Fernie as an ideal location to visit given it is a beautiful, small Rocky Mountain town with few faces and wide open spaces.
Primary Traveler Profiles: TOURISM EQ Trip Purpose and Offerings in Fernie
INSIGHTS
Summer visitor surveys indicated that the primary reason for coming is the“ Mountains, Scenery, Wildlife, Getaway from the City”, 2nd reason is“ been here before” and 3rd reason is“ visiting friends & family”. Biking was the # 1 activity followed by hiking and camping.
Free Spirit Travelers: thrill-seeking hedonist, travel satisfies an insatiable need for the exciting and the exotic.
Authentic Experiencer Travelers: exploring nature, history and culture, all on the path to personal development.
Rejuvenators / No Hassle Travelers: worry-free and secure travel. Look for relaxation, simplicity, and a chance to experience the outdoors with family and friends.
Gentle Explorer Travelers: return to past destinations and enjoy the security of familiar surroundings. Appreciate convenience, relaxation and typically look for all the comforts of home.
• Touring / Scenery / Sightseeing / Rocky Mountains
• Skiing( alpine, cat, nordic)
• Snowmobiling
• Spa & Wellness
• Weddings, Events & Festivals
• History / Culture / Culinary
• Experiencing‘ nature / outdoors’
• Hiking / Nature walks
• Fly Fishing
• Mountain Biking
• River Experiences
• Camping / RV
Wedding tourism, aka destination weddings, continue to be a growth opportunity for Fernie. Data from businesswire. com indicates that 25 % of marriages are destination weddings.
Heritage tourism visitors stay longer, visit twice as many places and spend 2.5 times more than other visitors.
Fishing generates over $ 2.5 million in guided angler expenditures annually. Each guided angler spends $ 700 / day.
The growth and development of Fernie’ s Historic Downtown has made it into the town’ s most unique and iconic visitor attraction.
• Snowshoeing
Fernie has been seeing more interest and visitation from
• Golfing travellers seeking a more community-minded, small-town,
Primary Geographic Markets nature-based destination versus
Canadian: AB, BC, SK, MB, ON a mass tourism destination. This is especially true in light of
USA: WA, ID, MT, CA, CO, MA, TX, IL
COVID-19. Overseas: UK, AUS, NZ 23