.Join the inaugural 2025 rollout of AWILD—our award-winning AmbassadorWILD Program 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 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, EVR(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.

Now in its fourth year, AWILD (AmbassadorWILD) continues to demonstrate strong impact in promoting safe, responsible, and sustainable recreation through face-to-face engagement, education, and on-the-ground presence. Designed to support tourism organizations, communities, locals, and visitors alike, AWILD is a ready-to-go program that fosters stewardship and strengthens connections to place.

As the program evolves, we’re seeing increased interest from private sector companies eager to support and fund AWILD initiatives—further validating the program’s value and broad appeal.

Whether your goal is to improve visitor experiences, protect local ecosystems, or foster sustainable tourism, AWILD is a field-tested model that’s ready to make a difference in your region.

View the Franchise Package here.

Contact us for more information.