Saturday, September 27 marks World Tourism Day, a global recognition of tourism’s role as a transformative force for communities, economies, and cultures. For Fernie and the Elk Valley, it is a moment to reflect on the success of tourism as a cornerstone of our economy and lifestyle, and to look ahead at how we can continue to steward growth responsibly.
Tourism is one of the world’s most important economic sectors, employing one in every ten people on the planet and providing livelihoods for hundreds of millions more. Here in Fernie, tourism fuels local business, creates jobs, and enriches community life. It supports investments in trails, culture, recreation, and amenities that make this valley not only an exceptional visitor destination but also a vibrant place to live.
The Board and staff at Tourism Fernie extend their gratitude to all who contribute to this success — from frontline staff to business owners, guides, volunteers, and community partners. Together, you make tourism in Fernie both resilient and inspiring.
“Tourism is a diverse industry that relies on the community — businesses, non-profits, local government, and residents — to be successful,” expressed Jikke Gyorki, Executive Officer of Tourism Fernie. “Tourism has been a part of Fernie’s fabric for over 100 years. It is part of who we are, part of our history and authenticity, and what makes our community attractive to visitors.”
A special acknowledgment goes to Tourism Fernie’s leadership in destination management. Their award-winning AmbassadorWILD program exemplifies how tourism can evolve to meet modern challenges, focusing on protecting nature-based locations and fostering sustainable recreation. By encouraging responsible behavior in the outdoors, the program helps preserve the very landscapes — from mountain trails to rivers and lakes — that define Fernie’s appeal.
As visitation grows and recreation expands, so too does the need to work together as a community to support the management and supply side of tourism and recreation. Opportunities for collaboration, innovation, and long-term sustainability — from maintaining trails and waterways to enhancing amenities, supporting local businesses and jobs, improving housing supply and infrastructure, and balancing local and visitor needs — are all essential to Fernie’s future.
World Tourism Day reminds us that tourism is more than travel; it is about creating connections, sharing stories, and building communities. In Fernie, we celebrate not just the visitors who come here, but also the people who make it possible — working together to ensure this valley continues to thrive for generations to come.
