Tourism Vancouver Island has announced it will be opting for a unique path out of the pandemic, transitioning from a destination management organization to a social enterprise.
The move will ensure travel is a force for good for Vancouver Island, forever.
The social enterprise, called 4VI, is intended to be a revenue-generating business that identifies a social good and directs its revenue towards that good. In the case of 4VI, the new business model will focus on four pillars of social responsibility: communities, businesses, culture and environment.
“Going forward as a social enterprise, which means that we have our revenues that we generate will be reinvested in the social responsibility of tourism to benefit the people and communities who live here, not just the promotion of the Island,” says Anthony Everett, the President and CEO of 4VI.
Tourism Vancouver Island says it intends to create partnerships over the coming years that it will invest in for a sustainable future in the industry.
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“It’s not just about promoting people to come here, it’s certainly helping businesses succeed, but it’s also making sure that the people who live here understand that there’s a benefit as to why they live here and people we’re welcoming from around the world,” adds Everett.
Janet Docherty, Chair of the Board of Directors, says that change to a social enterprise marks a new chapter for Tourism Vancouver Island in the post-pandemic era. When the COVID-19 pandemic halted travel, local Island businesses suffered to the point were some had to close their doors for good, but others prevailed.
“We found resiliency, we found a way to come out of it, but in coming out of it we saw all the ways to do things differently,” says Docherty, who is also the co-owner of Merridale Cidery and Distillery.
To contribute to a more sustainable sector, 4VI also announced they have signed on to The Glasgow Declaration on Climate Action in Tourism, a global commitment led by the World Tourism Organization, a UN Specialized Agency.
Its aim is to halve emissions by 2030 and reach net zero by 2050.
“How do we create that better form of travel? How can we be an overall force for good?” says Docherty.
It’s the first step on their path to accelerating climate action and creating a vibrant, sustainable Vancouver Island visitor economy.
Hannah Lepine
