4VI

Tourism Vancouver Island is one of six Regional Destination Management Organizations in British Columbia. As an Agent of Tourism British Columbia the organization is contracted to deliver marketing services specific to promoting the Vancouver Island Region. The contract with Tourism BC provides fees for service and funds to deliver the Tourism Partner Program, Trade Overseas and Media, Community Tourism Opportunities and Community Tourism Foundations programs.

Tourism Vancouver Island’s vision is: “Tourism Vancouver Island will be recognized and respected as an innovative leader in Destination Marketing”, the mission is: “To execute strategic leadership in tourism; creating Economic, Social and Environmental benefit to the Vancouver Island region community” and the mandate of the Association is: “To position the Vancouver Island region as a premier all-season destination”.

The following core operating values influence the culture and public image of Tourism Vancouver Island as a groundbreaking, sustainable leader in Destination Marketing.
Innovative

Tourism Vancouver Island will look outside the box to determine original and creative approaches in reaching the goals and objectives of the Association.
Triple Bottom Line

Tourism Vancouver Island’s approach to all things will be considerate of Social, Economic and Environmental impacts.
Leadership

Tourism Vancouver Island will be a catalyst in the development of the future of tourism within the region by exhibiting consistent leadership characteristics.
Accountable

Tourism Vancouver Island is accountable for actions of the Board of Directors and Staff of the organization.

Tourism Vancouver Island is a not-for-profit Association which has been incorporated under the Societies Act since 1962. The Association is managed by a team of professional staff , and is governed by a Board of Directors which is elected by the voting-stakeholders of the Association.

The Board of Directors reviews and revises the Association’s Strategic Plan on an annual basis, and develops specific goals and objectives that form direction for the annual business plan.

The specific goals of the Association that are identified in the 2008 – 2012 Strategic Plan are:

* Goal 1: Increase visitation and economic impact to the Vancouver Island Region
* Goal 2: Develop and implement a sustainability plan
* Goal 3: Model and practice strategic and innovative leadership
* Goal 4: Model and foster innovation in sustainable practice