Tourism Fernie 2025 Annual Report
Summary of Tourism Fernie’ s 2025 Activities
The following pages provide an overview of the many activities and initiatives undertaken by the staff of Tourism Fernie to meet the goals and objectives from the 2025 Strategic Plan, as listed on page 5.
These activities and initiatives fall under three categories: Administration( 6 % of expenses) Operations, finances, planning, board governance, reporting and human resources related to executing administration activities. Destination Management & Development( 47 % of expenses)
Initiatives and human resources specific to industry support, learning and communications, stakeholder relations, tourism and consumer research and metrics, Tourism Master Plan actions, visitor transportation, sustainable tourism, experience enhancement and development, tourism infrastructure projects( grant funded), AmbassadorWILD program.
Marketing( 42 % of expenses)
Campaigns, advertising, promotions, content creation and distribution, media / influencer relations and hosting, travel trade initiatives, consumer shows, co-op marketing initiatives, collateral and human resources related to executing marketing activities.
Administration
• Tourism Fernie sub-leases three office spaces in the Fernie Chamber of Commerce & Visitor Centre building at 102 Commerce Road.
• Tourism Fernie consists of six core full-time employees, the Executive Officer, three Managers and two Coordinators. In April 2025, Elizabeth Reimer left the organization after 7 months with Tourism Fernie in the role of Social Media, Content & Digital Marketing Coordinator. In August 2025, Kate Wienburg was hired as the new Social Media Content Creator & Coordinator.
• Tourism Fernie is governed by a 9-member Board of Directors, see page 6. Each Director serves a 2-year term, f or a maximum of 4 terms. The Board meets monthly plus its annual strategic planning session in September / October and the annual general meeting in March / April. Tourism Fernie submits its approved annual plan and budget to the Province of BC as required by November 30th, and its annual report by May 31st.
• Tourism Fernie held its annual general meeting on April 3, 2025 at Bay Leaf Fusion Restaurant located at the Fernie Golf Club. Over 100 industry stakeholders and members attended. The AGM included a review of 2024, plans for 2025, the 2024 audited financials and introduction of the new board of directors. The 2024 & 2025 audit was completed by GPI Accounting.
Tourism Fernie sends out Corporate Newsletters to its stakeholders and members every few months featuring project and marketing updates, industry news and events, new members and lodging stats.
12 Report for 12 month fiscal period of January – December, 2025