We are your true partners in creating a thriving business, community and environment.
We believe that a shared love of place is the catalyst for transformational change.
That change is a more responsible travel and tourism experience.
One that is community-led.
That champions the environment and sustainability.
And that recognizes the importance building thriving businesses.
We believe that tourism, community and the environment can all flourish together, and that a shared love of responsible business builds true partnership.
We deliver unique solutions that create thriving, enduring businesses, community and environment.
The Challenge and Opportunity
Tourism is growing. Destinations all over the world are suffering from over-tourism. Increasingly, the interests of local communities are at odds with those of tourists. Protests in places like Barcelona and Venice have been well publicized but the problem extends beyond the popular global city destinations.
With the rise in demand for unique experiences, destinations in remote areas are experiencing the same issues, and are ill-equipped to deal with the demands.
There are several root causes, including the democratization of travel through economy airfares and accommodation options, social media-driven hotspots and the economic pressure from governments to drive tourist income.
The problem is exacerbated in that the travel and tourism industry has been dominated by government-controlled organizations and authorities, with traditional budget-and-control business models that are not agile or innovative.
There is a need to meet the pressing demands of a changed landscape.
A harmonious balance needs to be found between the economic benefits of tourism, the need to preserve the culture and prosperity of local communities, and the importance of environmental sustainability.
4VI are vanguards leading the transformational change.
We are a Social Enterprise
A social enterprise is a revenue-generating organization whose objective is to have a positive social impact.
Operated like a business, to produce goods and services for the market, but manages its operations and redirects its surpluses in pursuit of social, cultural, community economic and environmental goals.
For traditional not for profits it can be a powerful complement to the financial sustainability of the organization.
(Caution: not a silver bullet)
Our long-standing regional tourism organization continues to support the needs of communities and tourism businesses through government-funded work across Vancouver Island.
Our professional services company offers innovative and impactful sustainability, storytelling, and strategic planning solutions.
Our social investment programming brings our collective purpose to life and supports our goal of contributing $10M to Vancouver Island communities by 2030.
Meet the team
Anthony Everett
Executive Chair and CEO for 4VI Group
Brian Cant
President of 4TVI
Calum Matthews
President of 4EVER
Jane Stark
COO of 4VI Group
