The Travel Foundation and 4VI announce global partnership

Multi-year agreement will direct efforts toward climate action and social equity in the global travel industry

The Travel Foundation and 4VI (formerly Tourism Vancouver Island) have agreed to a deep, multi-year partnership founded on a shared mission: to demonstrate new approaches in the global tourism industry that address the impacts and challenges of climate change and inequity.

The new partnership will see the Travel Foundation and 4VI working as extensions of each others’ teams, delivering on both global leadership and local impact. Together they will focus on solutions that enhance 4VI’s new business model, while helping to ensure tourism is a force for good on Vancouver Island — forever. They will also explore the wider challenges and opportunities the global tourism industry faces as it navigates toward a future that centres the needs of communities and the environment.


The partnership has specific and concrete aims under three pillars:

  • Innovate: The partnership will create innovative systems-based solutions to the biggest challenges in the global travel industry through the development of scalable initiatives.
  • Invest: The organizations will secure new sources of funding to power our efforts toward the development and scaling of these initiatives.
  • Impact: Partners will jointly develop tools to measure and report on initiatives and ensure that successes and lessons learned are highly visible and widely disseminated. 

The two organizations will continue exploring the idea of an innovation hub that will apply solutions at the destination level. They will also co-develop a set of sustainable impact key performance indicators (KPIs) for the Vancouver Island region, and build a business case based on these new measures of success. Both organizations will continue to seek opportunities to showcase best practices. 

The Travel Foundation and 4VI began discussing a formal partnership in late spring, following the announcement of 4VI as a social enterprise, a shift away from the previous model as the 60 year-old destination management organization known as Tourism Vancouver Island. Through conversations, Sampson and Everett identified the close cultural and mission alignment between the two organizations, including commitments such as the Glasgow Declaration on Climate Action in Tourism

The Travel Foundation is the UN World Tourism Organization’s (UNWTO) implementation partner for the Glasgow Declaration initiative, and is currently working on a broad range of global projects, including supporting business and governments to collaborate on destination stewardship plans in destinations in North America and Europe.

About 4VI

4VI (formerly Tourism Vancouver Island) is a non-profit social enterprise organization, created to ensure that travel is a force for good for Vancouver Island – forever. The ‘4’ in its name captures its four key social commitments — to the community, business, culture, and the environment. This focus extends to the work the organization does each day. Every opportunity for 4VI now and in the future will align with these social goals. The team’s mandate is to deliver innovative tourism advisory services, working directly with communities on Vancouver Island to both identify opportunities for enhanced tourism experiences and deliver on them. 4VI is the first destination management organization of its kind to not just commit to changing how tourism is managed, but to developing the corporate structure as a social enterprise that drives needed change. Learn more at


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