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.
Our Commitment to the Future
4TVI sets itself apart thanks to expert program delivery and core principles of collaboration, stewardship, and community empowerment. Our passion for Vancouver Island drives what we do. Ultimately, we create the conditions and foster relationships that enable First Nations, communities, tourism businesses, and the environment to thrive now, and for decades to come.
4TVI’s stewardship values embody the responsible protection of resources for current and future generations. These values involve ethical decision-making, accountability, and a commitment to the long-term well-being of the Vancouver Island Region. We utilize available public resources to implement our projects and programs; we're dedicated to making a real difference and ensuring sustainable growth for Vancouver Island.
Stewardship Leadership
Destination Stewardship Strategy
The Vancouver Island Destination Stewardship Strategy, led by our organization, is emerging at a time of ecological, cultural, and economic change. It aims to reimagine and redefine tourism’s role across the Vancouver Island region through a regenerative, reciprocal, and inclusive lens that supports environmental protection and conservation, advances economic equity, and Indigenous self-determination. Click here to learn more.
Climate Action Plan
4TVI’s climate action work began with signing the UN Glasgow Declaration on Climate Action in Tourism, a shared commitment to unite global stakeholders in transforming tourism to deliver effective climate action. We support the goal to halve emissions by 2030 and reach net zero emissions as soon as possible before 2050. We also commit to consistently aligning our actions with the latest scientific recommendations to ensure its approach remains consistent with a rise of no more than 1.5 degrees Celsius above pre-industrial levels. Read our Climate Action Plan.
Biosphere Certification Program
We support tourism businesses in the Vancouver Island Region joining the Responsible Tourism Institute’s Biosphere Certification Program. Businesses are able to align their activities with the UN’s 17 Sustainable Development Goals. Joining the Biosphere Sustainable platform provides businesses with a streamlined, data-driven management tool that simplifies environmental sustainability goal compliance while significantly boosting business visibility on major booking engines like Google and Expedia. Reach out to us to join the movement.
Emissions Inventory
We 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. To do this, we worked with Synergy Enterprises to develop a best in class methodology that can be repeated in future years.
Economic Nutrition Pilot
4TVI, as part of the 4VI Social Enterprise Group, participated in the Shorefast Institute’s inaugural Economic Nutrition Certification Cohort. This work allowed us to determine our distribution of spending at the local, regional, national, and international levels. In 2024, 62% of our annual spend remained on Vancouver Island. Through this project, we also determined our spending patterns: 29% of these funds were used for marketing, representing a strong reinvestment back into Vancouver Island. Check out our Economic Nutrition label.
Stewardship Actions
For the Whales
Designed to quell negative impacts on marine mammals in the coastal waters around Vancouver Island, this project is done in partnership with local marine education and research associations to create, educate, and raise awareness for visitors. For the Whales aims 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, and avoid potential for harmful human-wildlife interactions.
For the Bears
Following the success of the For the Whales project, 4TVI worked with regional communities and the Commercial Bear Viewing Association of BC (CBVABC) to develop a multi-year project to highlight responsible bear viewing as well as bear safety throughout the Vancouver Island Region. For the Bears is a partnership between Destination Campbell River, Tourism Tofino, 4TVI, and CBVABC.
Live the Wild Pledge
As the remote and rugged beaches of northern Vancouver Island draw visitors from around the world, 4TVI teamed up with the Ocean Legacy Foundation, in close partnership with Vancouver Island North Tourism, to engage visitors in the important work of collecting and recycling ocean plastic debris. The #LivetheWildPledge initiative builds on the success of the Wild Pledge, which encourages visitors to follow best practices informed by local residents and First Nations.
BC Marine Trails Map
4TVI continues to support the work of BC Marine Trails throughout the Vancouver Island Region. Known to many, the rugged coastlines of the Vancouver Island Region are a paddler’s paradise. The BC Marine Trails map empowers paddlers to give back; with site condition and marine debris reporting, users can actively participate in stewardship while exploring the stunning coast of our region. BC Marine Trails also works in collaboration with First Nations to direct recreationists to approved sites.
First Nations-Led Tourism Destination Fund
4TVI supported early-stage conceptual work that contributed to the creation of Indigenous Tourism BC’s First Nations-Led Tourism Destination Fund (in development). This fund is intended to scale up the success of the Tla-o-qui-aht First Nations's Tribal Parks Allies program by supporting BC First Nations to assert Indigenous standards and protocols for tourism businesses. Tla-o-qui-aht's 140+ "Ally" businesses and organizations have raised over $1.5 million since 2018 for stewardship and regional services. We are proud contributors to this initiative to normalize Indigenous Protocol Compliance on Vancouver Island and across BC.
Ongoing Community Stewardship
Throughout the year, members of the 4TVI team focus on community stewardship actions. Whether it is supporting a beach clean up or habitat restoration efforts, the work is ongoing. Check out our LinkedIn to follow along!
Stewardship Resources
Carbon Footprint of Food Guide
Designed for restaurateurs and food purveyors, 4TVI’s Carbon Footprint of Food guide recommends prioritizing plant-based proteins, supporting local regenerative farming, and reducing packaging waste. By implementing carbon labeling and educating staff, restaurants may lead sustainable community development and foster a low-emissions future for the region.
Responsible Purchasing Toolkit
Our Responsible Purchasing Toolkit empowers Vancouver Island Region tourism operators to build socially conscious businesses. Focusing on environmental, social, ethical, and economic criteria , it provides essential tools and certifications for sustainable sourcing.
Gender Equity in the Vancouver Island Region
4TVI worked with WORTH (Women of Recreation, Tourism, and Hospitality) to provide insights and analysis on the state of gender equity in tourism in the Vancouver Island Region. The Women of WORTH report explores gender inequality in Vancouver Island’s tourism sector and reveals women earn 75 cents for every dollar men make and remain underrepresented in senior leadership. Challenges like burnout and the pandemic’s disproportionate impact—a 22% employment decline—threaten retention.
Stewardship Events
Stewardship Summit
The 2026 Stewardship Summit, held in Ucluelet from October 22-23, 2026, will celebrate destination management actions and projects across the Vancouver Island Region, with speakers providing tangible, inspiring presentations for attendees. This Island-wide tourism conference will be an opportunity to inform constituents about the stewardship work happening in the industry.
Destination Services
Destination Stewardship
In partnership with the community destination management organizations in the Vancouver Island Region, we protect what makes the Island extraordinary by preserving natural environments and cultural heritage while balancing needs of First Nations, tourism businesses, communities, and visitors.
Destination Development
We are shaping the future of the Vancouver Island Region’s tourism industry by connecting entrepreneurs with funding, training, and expert guidance. We also support communities in managing sustainable tourism growth in a way that meets the needs of residents first. Through Vancouver Island’s Infinite Coast Destination Development Strategy, we are creating opportunities for balanced and sustainable growth.
Destination Marketing
We empower tourism businesses through professional development and training programs, such as our annual Explore Vancouver Island travel trade gathering. We work to showcase the Vancouver Island Region by connecting with travel media and sharing authentic stories that are centred around First Nations, local communities, and sustainability. In close collaboration with Destination British Columbia, our content strategy is built around the multi-modal exploration of Vancouver Island’s Infinite Coast.
Partners in Delivery
Certifications
