Target Markets
Tourism Fernie’ s marketing initiatives will continue to target audiences that provide the best return on investment. Fernie is primarily a drive market destination for outdoor adventurers, sightseers and those seeking to explore mountain town culture. Long-haul and overseas markets come primarily for skiing, as part of a bigger summer road trip in the Rockies, or due to large events or competitions.
Based on industry research, trends and stakeholder input target markets are focused primarily on high-yield markets, defined as higher-income / spenders, and longer stay travelers with an emphasis on times of the year when there are accommodation vacancies.
Primary Traveler Profiles( based on Destination Canada EQ):
• Cultural Explorers
• Free Spirit Travelers
• Authentic Experiencer Travelers
• Rejuvenators / No Hassle Travelers
• Gentle Explorer Travelers
PRIZM AB & BC Market Segmentation for Fernie( Based on Environics Analytics)
• Country & Western
• Agri-Biz
• Modern Suburbia
• Family Mode
• The A-List
• Multicultural-ish
• Happy Medium
• Kick-Back Country
• Country Traditions
Primary Geographic Markets:
• Alberta, British Columbia, Prairies, Northwest USA
Secondary Geographic Markets:
• Long-Haul Markets: o Eastern Canada o USA – CA, OR, CO, NY, IL o Overseas: UK, AUS / NZ, Germany o Mexico
Tourism Fernie supports quality media and travel trade initiatives in above and in other markets in partnership with RCR / ILL / KRT / DBC / DC.
Local stakeholder insight into areas of focus are, but not in order:
Leisure Visitor Origins *- avg. highest to lowest volume-
Alberta |
50 %-60% |
British Columbia |
15 %-20% |
Sask / Manitoba |
11 %-15% |
ON & Other CAN |
5 %-15% |
USA / MEX |
5 %-15% |
Overseas |
5 %-15% |
* Long-haul markets are still rebounding
• Long Haul / International / Long-Stay / High Yield, including travel trade
• Sightseeing – Mountain Towns / Culture / Heritage, Historic Downtown, the Canadian Rockies
• Tourism Events, Animation & Festivals.
• Groups & Sport Competitions / Tournaments.
• Active Zoomers & Travelling Boomers – 50 + age group
• Families, Couples, Girls and Guy’ s Vacations
• Outdoor Adventure Seekers( all seasons: ski, bike, hike, fish, sled, soft nature, nordic)
• Destination Weddings
• Arts & Culture – Art Walk, Heritage Walk, Learning Experiences, Markets
• LGBTQ2
• Wellness & Spa
• Craft F & B – Craft Beer, Spirits, Chocolate, Coffee, Markets and more
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