4TVI is leading a regional collaboration to align tourism priorities and address challenges such as over-tourism and seasonal imbalances, creating a roadmap for sustainable tourism development across Vancouver Island and the Gulf Islands.
The Tourism Association of Vancouver Island, now operating as 4TVI, is developing a comprehensive destination stewardship strategy focussed on regional collaboration, cultural preservation, and regenerative tourism. It will also align priorities and potential collaboration with other key sectors, including agriculture, technology, and retail.
The project is already underway and targets a March 2026 completion. Key deliverables and objectives include:
Island Coastal Economic Trust is investing with 4TVI through the Investment Readiness Program, which includes a regional collaboration stream. This stream incentivizes innovative partnerships among communities, non-profit organizations, and private industry to unlock opportunities for major new investments and sustainable economic development.
This project will result in a comprehensive destination stewardship strategy that guides tourism development across Vancouver Island and the Gulf Islands in a sustainable, and equitable way.
Economic Prosperity: The strategy fosters business development, regional partnerships, and investment opportunities to build a more sustainable tourism economy.
It aims to align the priorities from a large stakeholder group, involving 37 communities, and 24 project partners, to contribute to overall regional tourism growth. It will also encourage cross-sector collaboration to connect tourism with agriculture, technology, retail, and the creative economy.
Social Empowerment: By aligning tourism growth with local workforce needs, the strategy will help reduce barriers to employment, increase career pathways within tourism, and foster long-term participation for underrepresented groups. Additional sector-specific upskilling opportunities will help support the upward mobility of workers as new opportunities are developed.
The strategy also promotes Indigenous leadership in tourism planning, formalizing partnerships with Indigenous communities and integrating stewardship principles into tourism development.
Climate Resiliency: The need to develop a destination stewardship strategy is recognized, as it will help address environmental challenges such as wildfires and natural disaster responses, and over-tourism that often contradict conservation efforts. Key initiatives include increasing protected area stewardship, supporting nature-based tourism, and fostering community-led conservation projects.
The strategy will also focus on dispersing visitation to reduce pressure on high-traffic areas and extend tourism benefits throughout more communities.
Cultural Vitality: By working with Indigenous leaders and integrating Indigenous principles of stewardship, the strategy will prioritize the preservation of cultural heritage and the promotion of cultural tourism opportunities.
Quotes about the project
“Tourism on Vancouver Island and the Gulf Islands has the power to uplift communities, protect natural and cultural heritage, and support good jobs for people. The destination stewardship strategy is a powerful example of how we can work together to build a sustainable future to enrich Island life for generations to come – while encouraging visitors to explore, connect and experience the region.” – Spencer Chandra Herbert, Minister of Tourism, Arts, Culture and Sport.
“Regional collaborations help strengthen local economies by aligning tourism, community values, workforce development and environmental stewardship. These connections are building resilient and inclusive economies that lead to long-term prosperity.” – Diana Gibson, Minister of Jobs, Economic Development, and Innovation
“Tansi Tourism Solutions’ extensive experience in Indigenous tourism development across Canada is instrumental in helping 4TVI build a practical and realistic Destination Stewardship Strategy framework. With over 60 years of combined industry expertise, Tansi has worked with Indigenous communities nationwide, supporting projects in cultural tourism, strategic planning, and product development, all emphasizing culturally grounded and community-led tourism development. This expertise aligns well with 4TVI’s regenerative tourism goals, balancing economic development with cultural and environmental stewardship.” – Tansi Tourism Solutions
“Our long-standing relationship with the Trust is based on the same principles that are being applied to our Vancouver Island Destination Stewardship Strategy: collaboration, connection, and reconciliation. With the support of the Trust, we are able to expand our engagement with First Nations communities, residents and communities, and tourism businesses across Vancouver Island. We truly appreciate the ongoing support and relationship we share.” – Brian Cant, President, 4TVI
“Partnering with 4TVI on this islands-wide destination stewardship strategy reflects the kind of forward-looking collaborative approach needed to shape a sustainable future for tourism. This is an investment in creating a shared vision—one that brings together communities to strengthen local economies, support stewardship, and enhance community wellbeing across Vancouver Island and the Gulf Islands.” – Brodie Guy, CEO, Island Coastal Economic Trust
Jeff Bartlett
Communications and Impact Manager
Island Coastal Economic Trust
250-871-7797
jeff@islandcoastaltrust.ca
Brian Cant
President
4VI Group
250-888-8729
brian@4vigroup.ca
Island Coastal Economic Trust approved funding for this project in February 2025 through the Investment Readiness program.
As we work toward inclusive and resilient economic futures, we do so with a deep appreciation for the histories, contributions, and rights of the Kwak̓wala/Bakwam’kala, Nuučaa̓nuɫ, Éy7á7juuthem, Ligwilda'xw, Pəntl'áč, She shashishalhem, Hul’q’umi’num’, diitiidʔaatx̣, SENĆOŦEN, Skwxwú7mesh, Lekwungen, and T’Sou-ke speaking peoples.
