Your true allies in creating a thriving community, business and environment.
4VI. 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.
“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”
Buckminster Fuller
The 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
Our role has evolved.
The changing landscape of travel and tourism demands an organisation that goes beyond traditional destination marketing, beyond destination management advisory, to embrace social responsibility.
As 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 services and products for the market, but we manage our operations and redirect our surpluses in pursuit of social, cultural, community economic and environmental goals.
This structure allows us to complement the traditional not-for-profit organizations with the ability to generate revenue to ensure the sustainability, self-determination and growth of the organisation.
4TVI is a not-for-profit corporation. It embraces the social investment goals of our 4GOOD philosophy and impact fund. We are committed to being a significant contributor to the health of Vancouver Island communities, through financial investment and the impact of our strategic services and products.
4EVER is a socially responsible business corporation serving the needs of the Vancouver Island travel and tourist industry and beyond. Together, 4TVI and 4EVER continue to deliver the key pillars: communities, business, and the environment.
“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 defining a new way of doing business that gives back in multiple ways.”
– Janet Docherty, Board Chair, 4VI Group.
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
Our Brand DNA:
WE ARE…
Vanguards shaping the future of responsible travel and tourism
WE BELIEVE…
Shared love of place is the foundational driver of change...
...and that a shared passion for the environment and business is essential for success too
That travel & tourism, community and the environment can all flourish together
WE WILL…
Be your allies in driving transformational change
IN ORDER TO…
Deliver unique solutions that create thriving, enduring business, community and environment
BY BEING…
Vested in a shared love of place
Constructive Disruptors /Catalysts for Change / enablers
Strategic leaders in balanced solutions: Community, Business, Environment
“Islanders”...fun/joy…resourceful / nature and environment ingrained / creative / community
MOTTO:/RALLYING CRY…
‘Share the love’
