4EVER Strategies Joins Forces with Destination Wayfinder to Drive Sustainable Tourism Innovation

VANCOUVER ISLAND, B.C., June 17, 2025 — 4EVER Strategies announces a strategic collaboration with global leader Destination Wayfinder to advance destination stewardship outcomes in the Canadian travel and tourism sector.

4EVER Strategies is the first organization in Canada to join the Wayfinder Partner Program, a collaborative initiative that empowers consultants, advisors, and industry associations with demonstrated expertise in travel and tourism to deliver impactful solutions to their clients. By utilizing Destination Wayfinder’s destination management framework, partners are servicing clients in alignment with global best practices set forth by the Global Sustainable Tourism Council (GSTC) and the United Nations Sustainable Development Goals (SDGs).

“Destination Wayfinder is thrilled to welcome 4EVER Strategies as a Preferred Partner. Working together, we can drive positive, collective change at scale for destinations and the communities they serve,” says Kristin Dunne, vice president of Destination Wayfinder. “This strategic partnership offers a collaborative opportunity for 4EVER Strategies to enhance and innovate its services and ultimately, help its tourism clients navigate their stewardship journey.”

As a Preferred Partner, 4EVER Strategies will gain access to Destination Wayfinder’s intuitive technology platform, equipped with a comprehensive self-assessment tool, measurement and reporting capabilities, and a repository of resources to guide strategic planning and implementation for destinations. In addition to providing resources for advancing stewardship strategies, the platform acts as a centralized dashboard for partners to measure, monitor and report on the value of their services.

“As destination management evolves towards destination stewardship, the Destination Wayfinder framework is incredibly valuable to ensuring 4EVER Strategies is providing our clients with high-quality, data-driven solutions that prioritize the needs of their destination,” says Calum Matthews, president of 4EVER Strategies. “Destination Wayfinder gives us a comprehensive overview of our strategic efforts so that we can increase productivity and help the destination organizations that we work with plan for the future. This new partnership demonstrates and furthers our commitment to providing sustainable and impactful strategies for the future of tourism.”

The Wayfinder Partner Program is part of a coordinated, industry-wide effort leveraging global standards to unlock the potential for destination transformation and lasting change. Canadian Destination organizations could learn more about services offered through the partnership at 4vigroup.com/destination-wayfinder.

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About 4EVER Strategies

4EVER Strategies is a leading consulting firm dedicated to crafting sustainable and impactful strategies for the travel and tourism industry. With a focus on long-term vision and responsible development, 4EVER Strategies partners with destinations and organizations to navigate complex challenges and achieve lasting positive change. 4EVER Strategies, as a commercial business, is part of the 4VI Social Enterprise Group. Learn more at www.4vigroup.com

About Destination Wayfinder

Destination Wayfinder is an industry-led initiative and destination management tool enabling destination organizations to measure, monitor and improve destination stewardship capability and outcomes. Through strategic investment in research, technology and collaboration with the Global Stewardship Innovation Lab—a network of thought leaders, researchers, and stewardship practitioners—Destination Wayfinder delivers a best-practice destination management framework designed to guide organizations toward sustainable and regenerative outcomes. Learn more at www.DestinationWayfinder.com.

Media enquiries for 4EVER Strategies:

Calum Matthews, President, 4EVER Strategies
calum@4vigroup.com
M: 250-619-2569

Media enquiries for 4VI Social Enterprise Group:

Anthony Everett, Executive Chair and CEO
anthony@4vigroup.com
M:250-640-1604