As prepared for the Annual General Meeting March 31, 2026
Marketing Initiatives
Marketing Strategies / Objectives:
• Execute effective and inspiring marketing campaigns for all four seasons with a focus on high-yield markets.
• Content creation initiatives and innovation.
• Increase the acquisition and use of data to enhance marketing effectiveness.
• Increase member relations and communications to enhance / grow product offerings, packaging, incentives, and rates.
• Continue to provide target markets and visitors with quality information and tools to encourage longer stays and increased spending.
2025 Target Markets, Trends & Considerations:
Tourism Fernie’ s marketing initiatives in 2025 continued targeting audiences that were expected to provide the best return on investment given the type of destination Fernie is.
Targeting was primarily focused on high-yield markets, defined as higherincome / spenders, and longer stay travellers with an emphasis on timesof the year when there are lodging vacancies. Fernie keeps attracting primarily a regional drive market. Long-haul and overseas markets comemostly for skiing or as part of a bigger road trip in the Rockies. Past surveys have indicated that our non-winter visitors are from:
• 53 % AB
• 14 % BC
• 13 % Canada other( primarily SK, MB, ON)
• 8 % USA
• 7 % International Overseas
2025 MARKETING HIGHLIGHTS
Overall Marketing Impact: 49,821,411( Impressions)
TourismFernie. com Website: Visits: 647,981( 53,998 / mth) Page Views: 924,356 Leads to Members: 119,285
Social Media Facebook: Fans: 53,377
Video Views( Youtube, Meta): 2,450,247( min 3s)
Instagram: Followers: 31,103
Tourism Fernie’ s Geographic Target Markets in 2025:
• Canada: AB, BC, SK, MB, ON, QC
• USA: MT, ID, WA, plus destination ski markets
• Overseas: AUS / NZ, UK
Tourism Fernie supports quality media and travel trade initiatives in above and in other markets in partnership with key members and stakeholders such as: Resorts of the Canadian Rockies, Island Lake Lodge, Kootenay Rockies Tourism, Destination British Columbia, Destination Canada.
Primary Traveler Profiles / Passions: Based on Destination Canada’ s new Visitor Profiles
• Outdoor Explorers
• Refined Globetrotters
• Culture Seekers Based on Passion / Interest:
• Sightseeing – Mountain Towns / Culture / Heritage, Historic Downtown, the Canadian Rockies
• Winter Adventure – Alpine Ski, Cat ski, Snowmobile, Nordic, Fat Biking, Snowshoeing
• Summer Adventure – Mountain Biking, Alpine Hiking, Whitewater Rafting
Marketing = Creativity & Fun = The Team!
Report for 12 month fiscal period of January – December, 2025 39