4TVI Destination Stewardship Resources
The Vancouver Island Destination Stewardship Strategy process is led by 4TVI (formerly Tourism Vancouver Island), a regional not-for-profit organization committed to ensuring that tourism is a force for good, with 4EVER Strategies Inc., and Tansi Tourism Solutions. Supported by funding from PacifiCan, Island Coastal Economic Trust, Indigenous Tourism British Columbia, and Destination British Columbia, the development of this strategy 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. This page will remain updated with deliverables from this process.
This Situation Analysis provides a clear, evidence-based snapshot of the current tourism system across the Vancouver Island region, to identify the state, conditions, pressures, and opportunities that the Destination Stewardship Strategy can consider and respond to. It synthesizes insights from literature on regenerative and reciprocal tourism, regional and community plans, key data sources, and external trends to inform strategic choices about governance, investment, stewardship, and the future role of tourism in island communities. This Analysis is comprised of nine chapters, each of which can be reviewed independently.
Click below to access individual chapters of the Situation Analysis.
The Vancouver Island Destination Stewardship Strategy Phase 1: What We Heard Report presents findings from public engagement conducted in the summer of 2025 across the Vancouver Island Region. A total of 851 survey responses were collected from residents and visitors through online and in-person channels, forming the evidence base for the Destination Stewardship Strategy now under development.
The central finding is clear: Vancouver Island residents are not anti-tourism, but they are against the erosion of what makes life here worth living. Residents overwhelmingly value natural landscapes, community connection, and a slow, high-quality way of life and welcome tourism that respects and supports these qualities. Many visitors arrive drawn by exactly those same traits, and are genuinely motivated to protect them in easy and affordable ways.
Tourism across the Vancouver Island Region is more than just an industry; it is a living relationship between people and place, visitors and hosts, and past and future. In a time of climate uncertainty, social change, and growing pressures on lands and communities, there is a collective opportunity to ask more of tourism. The tourism industry is called to become a fierce advocate for stewardship. The pieces are there, but what is missing is a shared, regional framework to organize stewardship into practice.
The CARE Framework is 4TVI’s response to this gap. The CARE Framework was developed through the Vancouver Island Destination Stewardship Strategy process, a multi-year, multi-partner initiative. It is grounded in community evidence and research, global best practices, and the regenerative and reciprocal principles that First Nations across this region have upheld for generations and that modern tourism organizations are beginning to adopt.
