SITUATION ANALYSIS & KEY INSIGHTS
SUMMER 2019 VISITOR SURVEY
During the summer of 2019 Tourism Fernie conducted 232 face-to-face visitor surveys in various locations in Fernie. Note this a small sample size. Over 90 % of those surveyed were visitors staying under 30 days. The full survey results are available from Tourism Fernie by request. Here are some of the highlights:
Travelling Companions:
Summer Visit Duration: 63 % with family
17 % were day trippers 50 % with spouse / significant other
7 % stayed 1 night 17 % with a friend or group of friends
30 % stayed 2-3 nights 9 % solo
22 % stayed 4-6 nights Primary Reason for Travelling to Fernie:
16 % stayed 7 + nights 22 % mountain biking
Return or New? 19 % mountains / scenery / escape from city
23 % had never been to Fernie before 17 % visiting friends or family
45 % had been to Fernie in both summer and winter 8 % attending an event / festival / wedding
27 % had been to Fernie before but only during summer season 6 % road trip / passing through
6 % had been to Fernie before but only during winter season
5 % word of mouth
Origin of Visitors Surveyed: 54 % Calgary & Southern Alberta 10 % Central & Northern Alberta 6 % Kootenay Region 4 % Interior BC 3 % Coastal BC 6 % Sask & Manitoba 5 % ON and Eastern Canada 6 % USA 2 % UK 2 % Europe 2 % Australia & New Zealand
5 % Lots of things to do 3 % hiking
“ We came here to see the mountains and to see something different because we usually go to Jasper. The provincial campground is lovely! We love the nearby creek and hiking around Island Lake Lodge. We love that Fernie is small, unlike Banff and Canmore which are way too crowded. Fernie feels more like Jasper in that it sometimes gets busy but it’ s purposely not built up like Banff so it doesn’ t feel claustrophobic. We love the feel( of Fernie) around here!”
Feedback from Surveyed Visitor