AmbassadorWILD IS A NEW SEASONAL PROGRAM INITIATED IN 2022 TO SUPPORT SUSTAINABLE TOURISM AND RECREATION IN THE ELK VALLEY.

AmbassadorWILD is an innovative program launched in May 2022 in response to outcomes from the Regional District of the East Kootenay (RDEK) Area A Sustainable Tourism Project and Fernie’s Tourism Master Plan. Its aim is to support sustainable tourism and recreation in the Elk Valley by:

  • helping to take care of important nature-based locations; 
  • promoting safe and sustainable front and backcountry recreation; 
  • collecting data for quality decision-making.

Managed by Tourism Fernie, AmbassadorWILD was developed in partnership with RDEK Area A, Elk River Alliance (ERA) and College of the Rockies’ Mountain Adventure Skills Training (MAST) Program. Sources of funding include RDEK Area A, Teck, Freshwater Fisheries Society of BC, Targeted Regional Tourism Development Initiative funded by the Government of BC, Tourism Fernie and the Government of Canada’s Summer Jobs Program.

Learn more about what we do here.

  • Living in beautiful BC means sharing our space with amazing wildlife, including cougars.😽

The cougar, Canada’s largest wild cat, is a formidable hunter. Cougars are strict carnivores that primarily feed on deer (hence their distribution aligns strongly with our two deer species). These animals are recognizable by their light brown colour, compact head, and long tail with a black tip. Did you know that cougars can sprint to over 70 km/hr?😳

Be informed and stay safe with some safety tips from @wildsafebc 👇
🐾Avoid encounters. Be aware of your surroundings and carry bear spray. 
🐾If you see a cougar, stop, stay calm, do not turn your back and do not run. 
🐾Maintain eye contact, look big, yell, be assertive. Back away slowly. 
🐾If attacked, fight back. Stay together as a group. Use bear spray.
  • As the seasons change, it's important to remember the seven principles of Leave No Trace. We can all enjoy recreating in the backcountry with safety and sustainability in mind!❄️

Here’s a quick refresher:
1️⃣Plan ahead and prepare
2️⃣Travel and camp on durable surfaces 
3️⃣Dispose of waste properly 
4️⃣Leave what you find
5️⃣Minimize campfire impacts 
6️⃣Respect wildlife 
7️⃣Be considerate of others 

@leavenotraceorg #sustainabletourism #ferniebc #leavenotrace
  • A couple stunning captures from August at the Three Sisters Pass🤗
  • …and that’s a wrap! The AmbassadorWILD team is done for the 2023 season. After a successful summer, we want to thank all of our partners, funders, and supporters for making our second season a good one. We look forward to seeing you next year! 🐻🌲🌊

Stay tuned for more AmbassadorWILD content over the winter and check out the link in our bio! #ferniestoke #tourismfernie #wildsafebc #leavenotrace #knowbeforeyougo
  • After receiving reports of trash being spotted underwater at Silver Springs, our team recently partnered with a local volunteer diver to do an initial assessment with a snorkel. We were pleased to find out that it wasn't as bad as expected, altough we do plan on going back for a more thorough clean. Our volunteer also reported that the underwater scenary was fantastic :)
Living in beautiful BC means sharing our space with amazing wildlife, including cougars.😽

The cougar, Canada’s largest wild cat, is a formidable hunter. Cougars are strict carnivores that primarily feed on deer (hence their distribution aligns strongly with our two deer species). These animals are recognizable by their light brown colour, compact head, and long tail with a black tip. Did you know that cougars can sprint to over 70 km/hr?😳

Be informed and stay safe with some safety tips from @wildsafebc 👇
🐾Avoid encounters. Be aware of your surroundings and carry bear spray. 
🐾If you see a cougar, stop, stay calm, do not turn your back and do not run. 
🐾Maintain eye contact, look big, yell, be assertive. Back away slowly. 
🐾If attacked, fight back. Stay together as a group. Use bear spray.
Living in beautiful BC means sharing our space with amazing wildlife, including cougars.😽

The cougar, Canada’s largest wild cat, is a formidable hunter. Cougars are strict carnivores that primarily feed on deer (hence their distribution aligns strongly with our two deer species). These animals are recognizable by their light brown colour, compact head, and long tail with a black tip. Did you know that cougars can sprint to over 70 km/hr?😳

Be informed and stay safe with some safety tips from @wildsafebc 👇
🐾Avoid encounters. Be aware of your surroundings and carry bear spray. 
🐾If you see a cougar, stop, stay calm, do not turn your back and do not run. 
🐾Maintain eye contact, look big, yell, be assertive. Back away slowly. 
🐾If attacked, fight back. Stay together as a group. Use bear spray.
Living in beautiful BC means sharing our space with amazing wildlife, including cougars.😽 The cougar, Canada’s largest wild cat, is a formidable hunter. Cougars are strict carnivores that primarily feed on deer (hence their distribution aligns strongly with our two deer species). These animals are recognizable by their light brown colour, compact head, and long tail with a black tip. Did you know that cougars can sprint to over 70 km/hr?😳 Be informed and stay safe with some safety tips from @wildsafebc 👇 🐾Avoid encounters. Be aware of your surroundings and carry bear spray. 🐾If you see a cougar, stop, stay calm, do not turn your back and do not run. 🐾Maintain eye contact, look big, yell, be assertive. Back away slowly. 🐾If attacked, fight back. Stay together as a group. Use bear spray.
3 months ago
View on Instagram |
1/5
As the seasons change, it's important to remember the seven principles of Leave No Trace. We can all enjoy recreating in the backcountry with safety and sustainability in mind!❄️

Here’s a quick refresher:
1️⃣Plan ahead and prepare
2️⃣Travel and camp on durable surfaces 
3️⃣Dispose of waste properly 
4️⃣Leave what you find
5️⃣Minimize campfire impacts 
6️⃣Respect wildlife 
7️⃣Be considerate of others 

@leavenotraceorg #sustainabletourism #ferniebc #leavenotrace
As the seasons change, it's important to remember the seven principles of Leave No Trace. We can all enjoy recreating in the backcountry with safety and sustainability in mind!❄️ Here’s a quick refresher: 1️⃣Plan ahead and prepare 2️⃣Travel and camp on durable surfaces 3️⃣Dispose of waste properly 4️⃣Leave what you find 5️⃣Minimize campfire impacts 6️⃣Respect wildlife 7️⃣Be considerate of others @leavenotraceorg #sustainabletourism #ferniebc #leavenotrace
3 months ago
View on Instagram |
2/5
A couple stunning captures from August at the Three Sisters Pass🤗
A couple stunning captures from August at the Three Sisters Pass🤗
A couple stunning captures from August at the Three Sisters Pass🤗
4 months ago
View on Instagram |
3/5
…and that’s a wrap! The AmbassadorWILD team is done for the 2023 season. After a successful summer, we want to thank all of our partners, funders, and supporters for making our second season a good one. We look forward to seeing you next year! 🐻🌲🌊

Stay tuned for more AmbassadorWILD content over the winter and check out the link in our bio! #ferniestoke #tourismfernie #wildsafebc #leavenotrace #knowbeforeyougo
…and that’s a wrap! The AmbassadorWILD team is done for the 2023 season. After a successful summer, we want to thank all of our partners, funders, and supporters for making our second season a good one. We look forward to seeing you next year! 🐻🌲🌊 Stay tuned for more AmbassadorWILD content over the winter and check out the link in our bio! #ferniestoke #tourismfernie #wildsafebc #leavenotrace #knowbeforeyougo
4 months ago
View on Instagram |
4/5
After receiving reports of trash being spotted underwater at Silver Springs, our team recently partnered with a local volunteer diver to do an initial assessment with a snorkel. We were pleased to find out that it wasn't as bad as expected, altough we do plan on going back for a more thorough clean. Our volunteer also reported that the underwater scenary was fantastic :)
After receiving reports of trash being spotted underwater at Silver Springs, our team recently partnered with a local volunteer diver to do an initial assessment with a snorkel. We were pleased to find out that it wasn't as bad as expected, altough we do plan on going back for a more thorough clean. Our volunteer also reported that the underwater scenary was fantastic :)
After receiving reports of trash being spotted underwater at Silver Springs, our team recently partnered with a local volunteer diver to do an initial assessment with a snorkel. We were pleased to find out that it wasn't as bad as expected, altough we do plan on going back for a more thorough clean. Our volunteer also reported that the underwater scenary was fantastic 🙂
4 months ago
View on Instagram |
5/5