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.