Tourism Tofino counsellor answering guest questions.

Kyler Vos

Industry About Tourism Tofino

The Tofino Destination Management Association, also known as Tourism Tofino, is Tofino's official not-for-profit destination marketing and management organization.

We work in partnership with over 250 businesses and not-for-profits, the Tofino-Long Beach Chamber of Commerce, Tla-o-qui-aht Tribal Parks, the District of Tofino, the Maaqutusiis Hahoulthee Stewardship Society (MHSS), and the provincial and national Destination Marketing Organizations, respectively Destination BC and Destination Canada.

Tourism Tofino is governed by its members through an elected volunteer Board of Directors. We are contracted by the District of Tofino to provide visitor services and destination marketing, programs and projects.  View the 2022-27 District of Tofino service delivery agreement with Tourism Tofino and the Tourism Tofino Bylaws.

Our mission: to deliver sustainable growth for our members that contributes economic and social benefits for our community.

Our vision: Tofino is deeply respected and sought out for the transformative experience of oneness.

Brad Parsell, Executive Director of Tourism Tofino, speaking at a podium

Our team

Our hybrid team is mostly based out of the Tofino Visitor Centre, by beautiful Cox Bay. Our work focuses on destination marketing, destination stewardship, and visitor services.

Our team
Woman with long hair looking at a display of colourful surfboards

Board of directors

Our volunteer, 13-member Board of Directors is elected yearly at the Annual General Meeting. They represent the breadth of Tofino’s tourism and tourism-related industry, and are joined by representatives from Parks Canada and the District of Tofino Council. Meeting approximately 10 times per year, they contribute their time, knowledge and experience to ensure that Tourism Tofino is transparent, effective, and supported by its members and partners.

Board of directors
ChesterVan, the blue 1966 Volkswagen Microbus Deluxe, on the First Street Dock in Tofino.


We are a not-for-profit organization in the business of nurturing a thriving tourism industry, while balancing its benefits and impacts for residents.  Find your niche here, and grow with us.

Two people biking by two wolf carvings at Incinerator Rock in the Pacific Rim National Park Reserve

Truth and reconciliation

Delivering on the Calls to Action from the Truth and Reconciliation Commission within the tourism sector is a continued and ever-growing effort, in collaboration with our Indigenous neighbours. 

Continual action
One caucasian woman and a mixed-race woman laughing and drinking at an outside cafe.

Contact us

Our team is happy to assist with your Tofino-related inquiries. Reach out to us today.

Contact us
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