The AmbassadorWILD program is back for its fourth season, and this year’s team is already out on Fernie’s trails, rivers, and recreation areas helping visitors explore responsibly and protect the valley’s natural beauty.

The 2025 team includes Kristen, Zoe, Helena, and returning program manager Gabriel—a passionate group of outdoor stewards working across key locations to promote low-impact recreation and educate trail users.

“This team plays a vital role in connecting people to place,” said Jikke Gyorki, Executive Officer of Tourism Fernie. “They represent the values of our community—respect for the land, education through engagement, and stewardship through action.”

AmbassadorWILD is a central component of the broader Elk Valley Sustainable Tourism & Recreation Initiative, an award-winning regional strategy led by Tourism Fernie with support from the Province of British Columbia, RDEK Area A, Elk Valley Resources, Columbia Basin Trust, and a growing list of public and private partners.

Now entering Phase 2, the initiative is focused on managing tourism growth, improving recreation infrastructure, and fostering a culture of sustainability throughout the Elk Valley. AmbassadorWILD is the on-the-ground expression of those values—offering direct outreach, environmental monitoring, and site stewardship during Fernie’s busiest visitor seasons.

Since its launch in 2021, AmbassadorWILD has:
• Engaged thousands of trail and river users;
• Maintained and monitored key sites such as Silver Springs, Heiko’s Trail, Castle Mountain, Elk River access sites, and the Hosmer Ruins;
• Collected data through wildlife cameras, vehicle counters, and trail monitors to inform land-use decisions;
• And helped implement infrastructure improvements including composting toilets, signage kiosks, and designated camping zones.

The initiative’s success was recognized with the 2023 BC Economic Development Association’s Community Project Award, and Tourism Fernie was named a finalist for two provincial awards, and won one, at the BC Tourism Industry Conference.

In 2025, AmbassadorWILD continues to evolve. A new three-year funding plan is underway, and Tourism Fernie is refreshing its program branding, outreach materials, and partnerships to reflect the next phase of growth.

“Programs like AmbassadorWILD are proof that sustainability isn’t just a buzzword—it’s a community-wide commitment,” said Dan Savage, Partnership Development Coordinator. “This work helps protect the very reasons people come to Fernie in the first place.”

Residents and visitors can expect to see the 2025 AmbassadorWILD team at trailheads, riversides, and events throughout the valley this season—offering helpful advice, sharing local knowledge, and reminding everyone how to keep Fernie beautiful for generations to come.

To learn more or support the program, visit www.AmbassadorWILD.com