Five-Year Goals, Objectives, Targets & Strategies – 2025-2029
Tourism Fernie Goal: Grow and strengthen Fernie’ s year-round tourism industry and economy.
Tourism Fernie Objectives:
Planning and executing effective and innovative marketing. Expanding and enhancing destination management and development efforts. Supporting industry resilience, sustainability, and success. Continuing to grow and strengthen Tourism Fernie.
Tourism Fernie’ s Desired Outcomes / Targets over the 5 Years:
Increase ADR and RevPar by 25 %(~ 6 % per year) Double MRDT revenues for April, May, October & November Increase June & September MRDT revenues by 35 % Increase peak visitation period MRDT revenues by 30 % At least six new tourism amenities / infrastructure improvements Visitor Net Promoter Score of over 85( Pre-COVID was 73) Increase organization’ s‘ very satisfied’ rate by stakeholders to 80 %( was 69 %, was 92 %‘ satisfied’ &‘ very satisfied’) Digital Marketing Channels 50 % Growth
Tourism Fernie’ s Strategies & Actions: Planning and executing effective and innovative marketing.
• Campaigns and initiatives that target a diversity of high-value, high-yield visitors year-round, with emphasis on softer times of the year.
• Continuing to develop and publish on-brand, results-oriented and trend-relevant inspiring, entertaining, and informative content.
• Collection and utilization of data and research to support marketing decisions and report on results.
• Hosting, supporting, and partnering with travel trade and travel media.
• Leveraging, collaborating, and partnering to maximize effectiveness, efficiency, and innovation.
• Showcase the diversity, uniqueness, and authenticity of Fernie.
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