From Promotion to Preservation: Vancouver Island’s 4VI

Vancouver Island, in British Columbia, Canada, embraced a groundbreaking approach to sustainable tourism. In 2022, the region transitioned from a traditional DMO to a social enterprise known as 4VI (For Vancouver Island). This transformation was driven by a mission to ensure that travel remains a force for good on Vancouver Island, forever. By reinvesting tourism revenues into local communities, sustainability initiatives, and environmental conservation, 4VI has become a pioneering model that other destinations can learn from and adapt.

Previously operating as Tourism Vancouver Island, the organization recognized the need to move beyond marketing and toward tourism management with a focus on long-term sustainability. The shift to a social enterprise structure allows 4VI to generate revenue through consulting, partnerships, and services while reinvesting profits into projects that benefit both residents and visitors. This transition reflects a growing trend in the tourism industry: aligning economic success with environmental and social responsibility.

Key Strategies and Initiatives
4VI collaborates with Indigenous communities, small businesses, and local governments to ensure that tourism benefits residents. The organization provides funding and expertise to projects that enhance community well-being, such as cultural tourism initiatives and workforce development programs.

As part of its commitment to responsible travel, 4VI supports businesses in obtaining sustainability certifications, such as GreenStep Sustainable Tourism Certification. Additionally, the organization advocates for policies that promote low-impact travel and environmental stewardship.

Recognizing the impact of tourism on natural resources, 4VI invests in climate action initiatives, including carbon offset programs, habitat restoration, and waste reduction efforts. By integrating sustainability into tourism operations, the organization aims to preserve Vancouver Island’s pristine landscapes for future generations.

4VI leverages research and data analytics to guide tourism planning and policy decisions. Through visitor impact assessments and economic studies, the organization ensures that tourism growth aligns with sustainability goals and local needs.

Tips for Other Destinations
The social enterprise model offers valuable insights for destinations seeking to enhance responsible tourism:

• Destinations can rethink their tourism strategies by focusing on sustainable management rather than solely on promotion.
• By adopting a social enterprise framework, tourism organizations can ensure that financial benefits support local communities and environmental projects.
• Engaging businesses, residents, and Indigenous groups fosters a shared vision for sustainable tourism.
• Investing in conservation and climate initiatives safeguards natural attractions and enhances destination resilience.

Vancouver Island’s transition to a social enterprise model under 4VI marks a significant shift in sustainable tourism management. By prioritizing community well-being, environmental conservation, and economic sustainability, this model serves as an example for destinations worldwide. As travel continues to evolve, 4VI’s approach demonstrates that tourism can be a force for good.