The new partnership will see the two associations focus on solutions that enhance 4VI’s new business model, while helping to ensure tourism is a "force for good" on Vancouver Island.

They will also explore the wider challenges and opportunities the global tourism industry faces as it navigates towards a future which "centres the needs of communities and the environment".
 
"This partnership is all about showing that innovation beyond business as usual is not just needed, but possible," said Jeremy Sampson, chief executive of The Travel Foundation.

Smpson continued: "It’s critical that we support trailblazer organisations which are ready to evolve and explore new models. By doing so we’ll prove that new approaches are beneficial, and ultimately will make the status quo obsolete."

"When we launched 4VI as a social enterprise, we identified that the tourism industry impacts communities, in some cases to their detriment," added Anthony Everett, president and chief executive of 4VI.
 
The partnership will aim to create innovative systems-based solutions to challenges in travel, secure new sources of funding to develop new initiatives and develop tools to measure and report on those plans.