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Stakeholder Model

Destination Marketing Organizations like Tourism Vancouver Island typically operate on one of two models: membership or stakeholder. The first requires payment of a fee as a precondition to joining the organization. In keeping with other DMOs at the time, Tourism Vancouver Island followed this approach for the first three decades of our existence.

Organizations taking the stakeholder route fund themselves through pay-per-play initiatives such as cooperative marketing programs and other promotional initiatives that allow stakeholders to effectively target regional, national and international travel consumers in affordable fashion.

In taking a groundbreaking role among Canadian destination marketing organizations, Tourism Vancouver Island switched to the stakeholder model in April, 2004. The Stakeholder Model allows Tourism Vancouver Island to embrace all tourism industry participants in the region by considering them as stakeholders, without the requirement to pay membership fees.

Tourism businesses, suppliers, cultural groups and community organizations who meet the conditions of our Stakeholder Category Criteria are invited to join the organization through a free, easy and fast online registration process.

A decade later we represent the Vancouver Island Region’s 4000 plus Tourism Stakeholders and have a fast-growing roster of more than 500 registered voting stakeholders and a small collection of non-voting stakeholders (i.e., individuals and businesses that don’t meet stakeholder criteria yet are involved, directly or indirectly, with the tourism industry on Vancouver Island).  

Like the province’s five other Regional Destination Marketing Organizations, Tourism Vancouver Island funds initiatives through the Destination British Columbia’s Tourism Partners Marketing Program. Annually we leverage a $484,633 investment from the province into more than $1.5 million in marketplace initiatives thanks to our stakeholders proactive approach to marketing themselves through our programs. 

Upside of the stakeholder model include: 

  • Greater opportunity to build diverse and dynamic marketing initiatives while capitalizing on the resources and strength of the region’s entire tourism sector. 
  • A more effective voice for Tourism Vancouver Island thanks to a large and growing stakeholder base. 
  • More partnership opportunities with tourism and industry associations, chambers of commerce, municipalities and all stakeholders. 
  • Increased flexibility when working with media and the travel trade. 
  • A broader range of tourism products to offer consumers who inquire about regional travel through Tourism Vancouver Island 

Further Reading

Benefits of Being a Tourism Vancouver Island Stakeholder

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