A new transportation option has arrived as Uber launches in Fernie. As part of a major province-wide rollout, Uber has officially launched its ridesharing service across British Columbia, now including Fernie and surrounding communities.
Long known for its limited taxi availability and high seasonal transportation demands, Fernie now joins more than 140 Canadian municipalities where Uber offers an on-demand, app-based transportation alternative. The expansion is expected to provide greater flexibility for residents, visitors, and local businesses alike.
“This is an important step toward addressing long-standing transportation gaps in our region,” said Wendy McDougall, Chamber Manager. “Especially during peak tourism seasons, having more options helps everyone—from shift workers to tourists needing a safe ride home.”
In a recent Uber Canada survey, 81% of riders cited safety as a key reason for using the platform, and 77% said rideshare options help reduce impaired driving. National partners like MADD Canada and the BC Restaurant and Foodservices Association have publicly supported Uber’s expansion, citing its role in keeping roads safer and helping hospitality workers get home after late shifts.
“Whether in a big city or a smaller community, every safe ride is a step toward preventing impaired driving and protecting lives,” said Steve Sullivan, CEO of MADD Canada.
Uber’s official partners also include Hope Air, which uses the platform to help patients travel between airports and hospital appointments, and the BC Wine Institute, which sees rideshare as a tourism asset.
While the Uber app is now live across the province, including in Fernie, ride availability depends on the number of local drivers who sign up and go online. Uber is actively recruiting drivers in the area and is currently offering a $500 incentive for eligible new drivers who complete their profile and take 10 trips within the first four weeks.
Interested drivers can sign up at driver.uber.com to learn more.
The arrival of Uber is expected to benefit local employers, especially in tourism and hospitality, by offering guests and staff a more dependable transportation option—particularly during high-demand events or late-night hours.
“This is a welcome addition to Fernie,” said Ian Tostenson, President of the BC Restaurant and Foodservices Association. “Uber has proven to be a game-changer for hospitality workers and families looking for safe, convenient transport.”
For now, the success of Uber in Fernie will depend on community uptake—both from riders and those willing to get behind the wheel.
