Tourism Fernie 2025 Annual Report
Fernie Visitor Surveys
Tourism Fernie conducts passive Visitor Surveys in the community each winter and summer season. Although the sample size / surveys completed are low the results do provide some quality data to integrate into other market research. Promotion of the survey consisted of tent cards and posters within accommodations, at local cafes and shops and at the Visitor Centre.
FERNIE VISITOR SURVEYS
Winter 24-25 Season 251 Responses 37 % First Time to Fernie
Where Visitors are From: AB- 34 % BC- 16 % SK / MB- 8 % ON / QC / East- 12 % USA / MX- 13 % Overseas- 17 %
Who They Are Travelling With? Spouse / Partner- 38 % Family- 34 % Grp of Friends- 21 % Single Friend- 9 % Solo- 11 % With a Pet- 0 %
Did Visit Meet Expectations? Yes- 96 % Somewhat- 3 % No- 1 %
Length of Stay Day Trip- 6 % 1 Night- 8 % 2-3 Nights- 35 % 4-6 Nights- 20 % 7-13 Nights- 11 % 14 + Nights- 5 % All Season- 9 % Back & Forth – 2nd Homeowner- 6 %
Top 6 Activities Skiing @ FAR | Eat & Drink Shopping | Sightseeing & Downtown Cultural Attractions / Activities Winter Trails Activities
Summer 2025 Season 364 Responses 48 % First Time to Fernie
Where Visitors are From: AB- 46 % BC- 14 % SK / MB-11 % ON / QC / East-10 % USA / MX- 14 % Overseas- 5 %
Who They Are Travelling With? Spouse / Partner- 32 % Family- 54 % Grp of Friends- 10 % Single Friend- 6 % Solo- 7 % With a Pet- 7 %
Did Visit Meet Expectations? Yes- 95 % Somewhat- 4 % No- 1 %
Length of Stay Day Trip- 16 % 1 Night- 15 % 2-3 Nights- 40 % 4-6 Nights- 16 % 7-13 Nights- 7 % 14 + Nights- 2 % All Season- 3 % Back & Forth – 2nd Homeowner- 2 %
Top 6 Activities Hiking | Biking Sightseeing & Downtown Eat & Drink | Shopping Cultural Attractions / Activities
The Net Promoter Score( NPS) question lets you measure customer loyalty. Your score represents the net percentage of your customers who are promoters of your brand / destination. Your NPS can range from-100( all Detractors) to 100( all Promoters). Any positive number score means that the percentage of customers who are Promoters outweighs the percentage of your customers who are Detractors. A score of + 64 to + 74 is considered Excellent or Outstanding.
+ 64 Winter + 74 Summer
-100 + 100 0
18 Report for 12 month fiscal period of January – December, 2025