SWOT Analysis
Strengths of Fernie’ s Tourism Industry
• Rocky Mountains, Elk River, natural attractions, scenic appeal, small mountain town appeal.
• 100 + years of welcoming visitors.
• Great community, people, stories, and hospitality.
• Historic Downtown, authentic real community & unique independent experiences and small businesses.
• Long-standing / successful core business experiences, summer, and winter. o Fernie Alpine Resort – Winter & Summer o Island Lake Lodge – Catskiing & Summer o Fernie Wilderness Adventure – Catskiing & Fly
Fishing o Canyon Raft / Tunnl49 – Rafting, SUP o Fly Fishing Operators( ER Guiding, Kootenay,
FWA, etc)
• The amount of snow, quality of snow, terrain.
• Trails & Winter Grooming – quality, quantity, diversity, summer, winter, non-motorized. Hiking, mountain biking, fat biking, Nordic, snowshoeing.
• Strong corporate travel business demand( TECK, CP, TC construction, etc).
• Snowmobiling & Fernie Snowmobile Assn.
• Entrepreneurial, supportive, and collaborative industry.
• 3 % MRDT = $ 1 million in revenue from travelers to support local industry. RMI = $ 400k from Province funds via City.
• Sophisticated, professional, and highly regarded Tourism Fernie Society and team.
• Tourism Fernie’ s growing plan and efforts in destination management and development in partnership with key stakeholders such as RDEK, landowners and the City of Fernie.
• Awards received on various initiatives.
• Diversity of experiences – adventure, sport, well-being, culture, heritage. Fernie’ s history and art scene.
• Community support for tourism as key economic driver, with a sustainability lens.
• Proximity to Calgary, Kalispell, Cranbrook Airport.
• Along Highway 3.
• Easier, safer and more reliable highway vs Highway 1 into BC from rest of Canada.
• Tourism projects in development – new Montane campground, Best Western expansion and Basecamp.
• Housing / rental projects happening with construction starting in 2024.
• Not a mass tourist destination, Fernie is a unique experience a real community. Off-the-beaten path.
• AmbassadorWILD Program.
Weaknesses Affecting Fernie’ s Tourism Industry
• Much of the leisure visitation is dependent on the conditions of the outdoor experiences. Poor snow, extreme temperatures, air quality etc. can impact tourism revenues / spending / positive experience.
• Limited indoor experiences, especially when weather is poor for guests.
• No big non-winter / year-round attraction that’ s weather resilient. No conference facility / limited meeting facilities.
• Seasonality / demand of tourism not even, not enough rooms during peak demand, too many during quiet times. Same for restaurant seats, parking.
• Ground and air transportation options extremely limited.
• Challenges in data collection and access to support tourism advocacy, understanding, support and growth.
• Overall coordination, management and funds to maintain all trails and lack of a bigger trails master plan – all season activities.
• Limited and old venues for events, sports, weddings and functions. Old City infrastructure( water / sewer).
• Lack of City $$/ capacity. Need for more funds and efficiency for infrastructure / venues, growth, amenities, supporting local events.
• Challenges with municipal process and processing times for permits, approvals related to businesses, housing, renovations, investment, etc.
• Current limited housing / rental supply causing increased cost of living and a challenge to front line industry workers needing a place to live.
• Lack of investment and upgrades in Fernie Alpine Resort in a competitive marketplace – winter and summer product and experiences, infrastructure, guest experience( s) at the base, dining, retail, activities, services, etc.
• Limited business hours for visitors( retail, attractions, café’ s). Limited dining in peak season.
• Need for better customer service.
• Extensive private land surrounding Fernie thus vulnerability of long-term access to the lands for tourism and recreation.
• Limited capacity of local groups, organizations and volunteers to build and grow events, competitions, tournaments and festivals.
• Limited / lack of infrastructure and amenities – Elk River, trailheads, parking, signage, toilets, garbage, etc.
• Not a mass tourist destination – limited infrastructure, amenities, services, etc.
• Product, service and experience limitation due to membership requirements.
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