4VI, formerly known as the Tourism Association of Vancouver Island, is a not-for-profit organization designed to support the regional tourism industry of more than 3,000 businesses, for both travellers and locals alike. If you’ve met us in person, you’ve likely heard us say that a great place to live is a great place to visit. This guiding value is at the heart of all our work: tourism is an essential part of our community, and we’re honored to contribute to our local economy, while working to preserve the natural beauty of our island for all to enjoy.

A social enterprise is a revenue-generating business that identifies a social good and directs its revenues towards that good. 4VI will support four pillars of social responsibility, including: communities, businesses, culture and environment. With the support of its Board of Directors and trusted advisors, 4VI will create partnerships in the year, and years, to come into which it will invest. 

4VI is built on four essentials pillars. We foster unity in industry goals and longevity; we amplify the needs of our partners and natural ecosystems; we collaborate to find innovative solutions; and we steward sustainable and resilient long term tourism industry.

Our staff of tourism professionals are skilled in areas of strategic planning, governance, destination development and infrastructure, industry support, destination marketing (including travel trade and travel media engagement) and market research.

The organization is governed by a volunteer board of directors comprised of industry leaders from across the Vancouver Island region.  Alongside regional and provincial partners – and through advocacy, destination development, leadership, and destination services – we work to improve the tourism management ecosystem in the Province for the benefit of all British Columbians’. A vital tourism economy provides for a better quality of life in our communities.