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About the Tourism Master Plan

In decades’ past, when the tourism landscape was less cluttered, it was possible for destinations to solely market their product or attraction and attain some level of success.  In today’s highly competitive tourism marketplace, it is highly advantageous for all the stakeholders within a destination to work to towards common goals.  This means, not only promoting the destination, but planning, funding, and governing it as well.  All stakeholders need to be rowing in the same direction to be successful in today’s world.

A Tourism Master Plan (TMP) for Fernie should be a minimum of 10 years in length and include all stakeholders and especially those that are governing, funding, building and marketing the destination. The Tourism Master Plan should consult, advise on and be integrated into other community plans – City of Fernie’s Official Community Plan, Fernie’s Resort Municipality Initiatives Resort Development Strategy, Tourism Fernie Strategic Plan, Chamber of Commerce plans, Visitor Centre strategies, and tourism-related plans by additional groups such as the Fernie Trails Alliance, Arts Station, Museum, Nordic Society, Snowmobile Association and others.

A Tourism Master Plan Task Force was established early in the process, working together with a professional tourism consultant from Whistler Centre of Sustainability who has helped conduct the research and stakeholder engagement, and to develop the plan.

A TMP should set the long-term course for all stakeholders, provide strategic direction and advise all major decisions.

Timeline: Process began in early 2018, stakeholder engagement took place in the fall of 2018. Further consultation and plan development has continued into 2019.  Launch in early 2020.

TMP Funding Partners:

  • Tourism Fernie – $20,000+ project management
  • City of Fernie – $10,000
  • Fernie Chamber of Commerce – $2,000
  • Regional District of East Kootenay – $2,000
  • Columbia Basin Trust – $20,000

Current TMP Task Force Members:

Jikke Gyorki – Executive Officer & TMP Coordinator, Tourism Fernie
Scott Gilmet – Director of Marketing & Sales of IGS Group (Park Place Lodge, Griz Inn & Cornerstone Lodge)
Brad Parsell – Fernie Chamber of Commerce Executive Director
Andy Cohen – General Manager of Fernie Alpine Resort
Michael Boronowski – CAO of the City of Fernie
Ange Qualizza – Mayor of the City of Fernie
Mike McPhee – Director of Sales & Marketing of Island Lake Resort Group
Mike Sosnowski – Area A Director, Regional District of East Kootenay
Kurt Saari – Owner of Nevados Restaurant & Chair of Tourism Fernie
Krista Trucasso – President of the Fernie Trails Alliance
Derick Berry – Owner Fernie Central Reservations, Fernie Chamber Board Member
Lee-Anne Walker – Elk River Alliance
Randal Macnair – Wildsight
Ron Ulrich – Executive Director, Fernie Museum, Fernie Heritage Strategy

Past TMP Task Force Members:

Patty Vadnais – Past Fernie Chamber of Commerce Manager
Shelley L’Estrange – Past General Manager of Best Western Plus Fernie Mountain Lodge
Norm McInnis – Past CAO of the City of Fernie
Mary Giuliano – Past Mayor of the City of Fernie
Sheila Byers – Past President, Fernie Chamber of Commerce
Bruce Lennox – Director of Planning, City of Fernie

For more information please contact Jikke Gyorki, Executive Officer at Tourism Fernie by calling 250-423-2037.

Samples from other BC destinations:

Fernie’s Value of Tourism

Videos on the importance of tourism – Vancouver Island –


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