Your true partners in creating a thriving community, business and environment.
For Vancouver Island. And beyond.
We believe a shared love of place is the catalyst for transformational change.
Change is needed to provide a more responsible travel and tourism experience.
One that is community-led.
That champions the environment and sustainability.
And that recognizes the importance of building enduring, profitable businesses.
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.
With 4VI’s trifecta approach to responsible travel and tourism, community, business and the environment can all flourish together.
We believe a shared love of responsible business builds true partnership.
We deliver unique solutions to meet your unique needs.
Together, we are Vanguards…shaping the future of responsible travel and tourism.
We are a Social Enterprise
We are a revenue-generating organisation whose objective is to have a positive social impact.
We operate like a business, to produce products and services for the market, but we manage our operations and redirect our surpluses in pursuit of social, cultural, community economic and environmental goals.
Our social enterprise model includes three interconnected entities that form the 4VI Group: 4TVI is a not-for-profit corporation, 4EVER is a socially responsible business corporation, and 4Good is a social impact fund. Together, they will continue to deliver on our four key pillars: communities, business, cultures, and the environment, to ensure travel is a force for good. Forever.
“This is an exciting day for the 4VI Group. After successfully shifting our governance and delivery model to a social enterprise in April 2022, we continue our path towards the expansion of our services and define a new way to give back.” – Janet Docherty, Board Chair, 4VI Group.
Want to learn more about our social enterprise evolution?
Reach out to Anthony Everett, Executive Chair and CEO for 4VI Group, for more information.
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.
We are a specialist professional consulting services company helping businesses in the travel and tourism sector deliver the trifecta of economic, social and environmental success.
Based on Vancouver Island we are part of the 4VI Social Enterprise Group.
We are innovative and constructive disruptors shaping the future of net +ve tourism. That is tourism that enriches communities, unites cultures and heals the planet one project at a time.
Our Service Offerings
We combine global gold standard practices and tools with dedicated local understanding. Our services fall into three inter-linked categories:
1. Discovery
We combine our shared love of place with the global gold-standard WAYFINDER process to audit your current business model against world-class standards of practice in responsible tourism.
2. Direction
We help develop a balanced ‘trifecta’ strategic plan to deliver a thriving business that meets the requirements of responsible travel and tourism.
3. Delivery
We help enable you to deliver the plan through strategic partnerships and select services from our own offices including but not limited to:
Community engagement and ownership for social impact
Environmental and climate action measures such as low carbon solutions
Destination Promotion and Stewardship
Leadership Team development
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