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"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," says Anthony Everett, CEO of Tourism Vancouver Island.
That's why, after 60 years in the tourism business, the group is changing its name to 4VI, a social enterprise that aims to make travel "a force for good for Vancouver Island," the Canadian Press reports.
Everett tells the CBC the idea was to "throw away the old ways of working and reimagine something bold, forward-looking, and, above all, sustainable."
That means reinvesting revenue in social impact projects, "guided by globally recognized programs and principles," per Everett.
"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," Everett says.
To that end, 4VI has set a goal of investing $10 million by 2030 into projects that will make the Vancouver Island region a " kinder, gentler, and greener industry that balances the needs of the region's communities, cultures, businesses, and the environment," according to a press release.
Among the projects 4VI is working on: improving mountain biking and trail accessibility; creating an Indigenous Voices podcast; training...
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