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AmbassadorWILD Sustainable Tourism Program

Sunday • September 17, 2023

AmbassadorWILD award-winning program supports sustainable tourism & recreation in the area.

In 2022, a new initiative was launched in the summer in response to outcomes from the RDEK A Sustainable Tourism Project and Fernie’s Tourism Master Plan.

Watch the video below to learn more about the initiative!

Check out the new website for AmbassadorWILD

AmbassadorWILD is an innovative program that supports sustainable tourism and recreation by helping to take care of important nature-based locations, collect data for quality decision-making, and promote safe and responsible front and backcountry recreation. Priority locations include key Elk River access points, Silver Springs, Heiko’s Trail and the Coal Creek area, including the Ammonite. These priority locations were based on survey feedback from residents, areas in need of support and locations that are popular with locals and visitors.

May 2023 Update:  $200,000 grant in 2023! Tourism Fernie gratefully acknowledges the financial support of the Province of British Columbia through the Ministry of Tourism, Arts, Culture and Sport towards this program.  Read More.

Developed and managed by Tourism Fernie, AmbassadorWILD was created in partnership with the Regional District of East Kootenay, Elk River Alliance and College of the Rockies - Fernie Campus Mountain Skills Training Program (MAST), with seeding funding from RDEK Area A, TECK, Freshwater Fisheries Society of BC, the Province of British Columbia's Targeted Regional Tourism Development Initiative, Tourism Fernie and the Government of Canada's Canada Summer Jobs Program.

June 2023 Update - Program launches Driving Good Deeds with Fully Electric Truck! Read More.

Speaking about the initiative, Jikke Gyorki, Executive Officer at Tourism Fernie said; “We are excited to have the opportunity to get this initiative off the ground last year. The program was in a pilot phase last year being focused on launching the program and getting the new ambassadors in the field to see how key locations are being used, support maintenance and amenity projects, identify and document issues and needs, communicate and survey locals and visitors, and more.”

The program has hired an experienced and enthusiastic seasonal team including a part-time manager and two full-time ambassadors. Prior to hiring the team and throughout the program development and training many other organizations have been involved and fully engaged including WildsafeBC, AdventureSmart, Fernie Search & Rescue, BC Conservation Officer Service, Rec Sites & Trails BC, Fernie Trails Alliance (FTA), Coal Creek Heritage Society (CCHS), landowners, commercial operators and more.

“It’s important for us to learn from recreators about their experience by being on hand for any questions they may have while visiting the various locations. We encourage people to talk to the ambassadors if they see them out and about,” exclaimed Gabriel Cote-Valiquette, Program Manager. “The AmbassadorWILD is not an enforcement program, instead we help maintain the area including cleaning up garbage left behind during busy season, supporting amenity projects, documenting what’s happening to inform future decisions and helping educate people about the benefits of recreating in a sustainable and safe manner.”

April 2023 Update - Did You Know?  The program won the Community Project Award for communities under 20,000, at the BC Economic Development Association annual summit in Penticton in April 2023! Read more...

Other outcomes from the RDEK A Sustainable Tourism Project include amenity improvements to priority Elk River boat launches, a new composting toilet for Silver Springs, access and parking improvements, trail signage and access improvements, trail counters and wildlife cameras to support sustainability efforts and more.

Check out The Kootenay's Visitor Code of Conduct

For more details please email the team at [email protected] or connect with them on social media:

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