ANTHONY EVERETT
NANAIMO – Since launching earlier this year as a social enterprise dedicated to ensuring travel is a force for good— forever, 4VI has gained international recognition for the Vancouver Island Region as a thought leader in sustainable destination management.
And word has spread, with 4VI team members presenting at such prestigious international conferences as Tourism Cares, Future of Tourism Coalition, City Destinations Alliance, City Nation Place, and Sustainable Brands.
“Tourism Vancouver Island was a 60-year-old organization that needed to evolve. When we launched 4VI as a social enterprise at our annual conference in April 2022, we identified that we would reinvest revenues in social impact projects, guided by globally recognized programs and principles,” says President CEO Anthony Everett. “We decided to throw away the old ways of working and reimagine something bold, forward-looking and, above all, sustainable. Since then, we have developed our Impact Strategy so that it aligns with the pillars of social responsibility, putting the needs of communities and residents at the centre.”
With that new approach to tourism comes the launch of the three-year Impact Strategy, developed over the summer and fall with engagement from the 4VI Board of Directors, key partners, and global thought leaders.
A major milestone in the development of the Impact Strategy was reached in September, when 4VI confirmed its first global partnership with the Travel Foundation, a leading global non-government organization that works with governments, businesses, and communities to develop and manage tourism in a way that maximizes the benefits for communities and the environment; their joint focus is on innovation, impact, and investment in both climate action and equity.
This global partnership ties in well with 4VI’s commitment to advancing sustainable responsibility with the goal of increasing the benefits and reducing the negative impacts caused by tourism in the Vancouver Island Region and beyond. 4VI is a signatory of the Glasgow Declaration, which commits to halving emissions for the region by 2030 and reaching net zero on or before 2050. In addition, 4VI achieved their Responsible Tourism Institute Biosphere Certified status. In November, the organization rolled out fully funded Biosphere Commitment Program for Vancouver Island Region businesses.
“I believe that a great place to live is a great place to visit, but a great place to visit is not always a great place to live. In our new social enterprise model, we strive to contribute to a balanced and community- oriented approach to tourism.” says Everett. “Our goal is to invest $10 million by 2030 into various impact projects around the region.”
Additional Impact projects confirmed this past year include:
- Developing, in partnership with community destination management organizations, eight accessible travel guides for visitors to the Vancouver Island Region.
- Launching an Indigenous Voices podcast, conducting team training around reconciliation as the
organization advances its work aligned with the Truth and Reconciliation Commission call to action #92 and the Declaration of the Rights of Indigenous Peoples Act Action Plan. - Providing funding to the Tla-o-qui-aht First Nation, Snuneymuxw First Nation, Kyuquot Checleset First Nation, and Yuułuʔiłʔatḥ Government.
- Creating a partnership with Allied Certifications, which is dedicated to connecting businesses
with First Nations leadership for the funding of ecosystem restoration and cultural projects. - Improving mountain biking and trail accessibility throughout the Region.
- Funding the construction new all-weather pavilion in Bamfield.
As a ‘restart up” 4VI has identified three strategic priorities for 2023 as part of their Impact Strategy:
- Organizational transformation: ensuring 4VI is transformed into a globally recognized, locally embraced, and financially sustainable social enterprise that advances the sustainability of the destination through high-impact advisory services and direct investment in social responsibility initiatives.
- Industry Transformation: 4VI will lead the Vancouver Island region tourism industry’s transformation into a kinder, gentler, and greener industry that balances the needs of the region’s communities, cultures, businesses, and environment. 4VI’s climate action strategy will also be presented in 2023, which includes calculating the carbon footprint of both the Vancouver Island Region as a destination and 4VI as an organization.
- Service Delivery Excellence: 4VI will lead industry leading services that advance 4VI’s values and mission to make travel a force for good for Vancouver Island—forever.
And through its ongoing partnership with Destination British Columbia, 4VI will continue to deliver on destination development, stewardship, content marketing, travel media, travel trade, and the launch of the Invest in Iconics strategy.
A full report of 4VI’s impacts to date may be found at forvi.ca/impact.
