Stewarding the Future of Tourism across the Vancouver Island Region

Our Mission

At 4TVI, we’re cultivating a prosperous Vancouver Island tourism industry that is guided by stewardship values.

Core Services

Destination Stewardship

  • We protect what makes the Vancouver Island Region extraordinary by preserving natural environments and cultural heritage while balancing needs of First Nations, tourism businesses, communities, and visitors.

Destination Development

  • We help shape the future of the Vancouver Island Region’s tourism industry by connecting entrepreneurs with funding, training, and expert guidance.

  • We support communities in managing sustainable tourism growth in a way that meets the needs of residents first.

  • We create opportunities for year-round tourism across the Vancouver Island Region.

Destination Marketing

  • We empower tourism businesses through professional development and training programs.

  • We provide destination marketing and connections to international markets via travel trade partnerships.

  • We showcase the Vancouver Island Region by connecting with travel media and sharing authentic stories that are centred around First Nations, local communities, and sustainability.

Our Commitment to the Future

4TVI, through partnerships across the Vancouver Island Region is creating and implementing the Vancouver Island Destination Stewardship Strategy, a 10-year plan that envisions a future that:

  • Focuses on reconciliation and reciprocity

  • Supports sustainable business growth

  • Fosters community engagement

  • Preserves cultural heritage

  • Promotes environmental regeneration

Our Work

4VI Carbon Audit

  • Conducted one of the largest and most comprehensive carbon emissions audits in North America that has become a globally recognized case-study and lighthouse example of tourism stewardship in action.

  • Worked with Synergy Enterprises to develop a best in class methodology that can be repeated in future years.

For the Whales Campaign

Designed to quell negative impacts on marine mammals in the coastal waters around Vancouver Island, this campaign was done in partnership with local marine education and research associations to create an awareness campaign for visitors.

The campaign aimed to:

  • Ensure more visitors are aware of modern laws and standards to protect marine mammals.

  • Reduce undue pressure on operators and deliver more satisfactory guest experiences.

  • Avoid potential for harmful human-wildlife interactions.

First Nations Fee Program

A system-change project to establish Indigenous-led fee collection program, enabling First Nations to generate revenue from visitors within their territory and to ensure the sustainable management of their lands.

To date, over $1,000,000 has been collected and invested in community and environmental programs.

Mountain Bike Trail Enhancements

$350,000 invested Island-wide to enhance recreation for visitors and residents, support non-profit trail managers, and reduce environmental impacts