The Fernie Visitor Information Centre will transition to Tourism Fernie management on January 1, 2027, marking a new chapter for the facility and allowing the Fernie Chamber of Commerce to strengthen its focus on economic development and local business support.
Following discussions between Tourism Fernie, the Fernie Chamber of Commerce and the City of Fernie, Tourism Fernie will assume responsibility for visitor services and become the building’s primary leaseholder.
The Chamber will continue operating from the Visitor Centre at 102 Commerce Road. A new economic development funding partnership will support its work with the local business community.
A Long History of Welcoming Visitors
The Fernie Chamber of Commerce has played a central role in welcoming visitors to the community for generations.
Established in 1902 as the Fernie Board of Trade, the organization was promoting tourism long before Fernie became an internationally recognized mountain destination. In 1921, the Board of Trade secured land near the railway station for a tourist information centre.
The Chamber has operated visitor information services along Highway 3 since the early 1980s. The current Visitor Centre building was constructed decades ago through the efforts of Chamber volunteers, reflecting a longstanding community commitment to tourism.
Over the years, the facility has provided travellers with maps, local knowledge, accommodation information, interpretive displays and travel assistance, encouraging visitors to explore Fernie’s businesses, attractions and surrounding area.
Tourism Fernie Taking on a Common DMO Responsibility
The transition follows an established model across British Columbia, where destination marketing organizations (DMOs) frequently manage visitor information services alongside destination promotion and development.
For example, Tourism Whistler operates the Whistler Visitor Centre, while Tourism Kelowna manages visitor information services in Kelowna, including its downtown Visitor Centre.
Bringing visitor services under Tourism Fernie’s management will more closely connect the Visitor Centre with the organization’s existing destination marketing, visitor experience and tourism development programs.
Chamber to Strengthen Economic Development
For the Fernie Chamber of Commerce, the transition represents an opportunity to concentrate more resources on its core mandate of strengthening the local economy and supporting businesses.
The Chamber’s economic development priorities include business advocacy, workforce attraction, housing solutions, investment opportunities and collaboration with regional economic development partners.
The new funding partnership will support the Chamber’s expanding economic development role while maintaining its longstanding presence in the Visitor Centre building.
New Five-Year Agreement
Under the arrangement presented to Fernie City Council, Tourism Fernie will become the primary tenant from January 1, 2027, through December 31, 2031. The City will retain ownership of the property, and the Chamber will continue occupying space under a sublease.
The proposed lease establishes an annual base rent of $1, with additional utility costs. The City’s visitor services contribution is scheduled to decline from $90,000 in 2027 to $25,000 in 2031 as Tourism Fernie assumes a greater share of operating expenses.
The agreement also provides an opportunity to consider the long-term future of the Visitor Centre facility.
For Fernie, the transition is less about changing visitor services than clarifying responsibilities. Tourism Fernie will concentrate on welcoming and serving visitors, while the Chamber of Commerce focuses on economic development, business advocacy and strengthening the local economy.
Both organizations will continue working from the same location, maintaining their partnership while directing more resources toward their respective objectives.
Source: Tourism Fernie, COF
