4VI Social Enterprise Group is a non-profit organization dedicated to supporting communities, businesses, culture, and the environment on Vancouver Island. Formerly known as Tourism Vancouver Island, it operates under the Tourism Association of Vancouver Island. Established over sixty years ago, 4VI has transitioned from a traditional destination marketing organization to a social enterprise, emphasizing sustainable tourism practices that benefit local communities.

The organization offers services focused on sustainability, storytelling, and strategic planning to support destination development and stewardship. It aims to create systems-based solutions for travel challenges, promoting the idea that a great place to live is also a great place to visit. Governed by a volunteer Board of Directors made up of tourism business owners and senior managers, 4VI is committed to accountability and collaboration with local stakeholders, including tourism operators and indigenous communities.

4VI is also dedicated to advancing reconciliation and sustainability, incorporating principles from the Truth and Reconciliation Commission of Canada into its operations. Through partnerships, it seeks to lead in sustainable tourism practices, addressing challenges in the travel industry while fostering positive impacts locally and globally.