Kootenay Rockies Tourism Association (KRT) has announced the appointment of Brad Parsell as its new Chief Executive Officer, effective December 1, 2025, following a search led by Chemistry Consulting Group.
Parsell is no stranger to the Elk Valley. He lived and worked in Fernie for nearly a decade, serving first as General Manager of the Fernie Lodging Company and later as Executive Director of the Fernie Chamber of Commerce. During his tenure in Fernie, he launched the Work in Fernie program, helped create the downtown coworking space, and helped create Fernie’s Tourism Master Plan — all initiatives that continue to shape the community today.
Most recently, Parsell served as Executive Director of Tourism Tofino, where he championed sustainability and destination stewardship. His return to the Kootenays marks a homecoming to a region he knows and loves.
“I am so excited to step into this role with such an amazing organization, and to be moving back to the Kootenays – a region I love so much and called home for almost ten years,” said Parsell. “I want to personally thank Kathy Cooper for her incredible hard work and dedication to the region for so long. These are big shoes to fill! I look forward to working with First Nations, residents, businesses, non-profits and local governments across the Kootenay Rockies that all make the region such a special place to live and visit.”
Parsell succeeds Kathy Cooper, who is retiring after 14 years as CEO. Cooper guided KRT through major challenges, elevated the region’s brand, and strengthened collaboration among communities and operators.
“On behalf of the Board of Directors, I am delighted to welcome Brad Parsell as the new CEO of Kootenay Rockies Tourism,” said Mike Ridieger, Acting Board Chair. “Brad brings a strong record of collaborative leadership, strategic insight and a deep personal connection to this region — qualities that align perfectly with the organization’s vision for the future.”
For Fernie, Parsell’s appointment is not only a point of regional pride but also a recognition of the community’s role in developing leaders who shape tourism across British Columbia.
