TOFINO STANDS FOR RESPECT
A first draft of Tofino’s new destination stewardship plan
Tourism Tofino and the District of Tofino are pleased to share the very first draft of the destination stewardship plan for community feedback. We hope this easy-to-read plan will inspire our partners and local residents in respecting and protecting this special place, its people, and all living things.
What is this plan for?
This community-built plan will guide Tourism Tofino’s and the District of Tofino's work over the long term when it comes to tourism planning. It also provides high-level direction for the local tourism industry and residents to shape the future in harmony with local values and priorities. It outlines how we can all work together toward prosperity by following the teachings of the ʔiisaak Pledge. This is a vision of where we want to go - the how we get there will be fleshed out in Tourism Tofino's 5-year strategic plans and other local plans.
How was the plan made?
We have undertaken a thorough process to understand community needs. This includes:
- Two years of conversations and interviews - including local radio interviews/podcasts.
- Many conversations with First Nations leaders and knowledge keepers.
- Research to learn about best practices globally.
- Analysis of 17 existing Tofino plans and data sets (including the Tofino Official Community Plan).
- Multiple surveys of residents, businesses and visitors.
- Community workshops and open houses.
- Tla-o-qui-aht led the development of the ʔiisaak Pledge.
What did we learn through the process?
We found that Tofino residents have clear priorities:
- Caring for the land and waters.
- Building resilience to climate challenges.
- Walking the path of truth and reconciliation and revitalizing culture.
- Balancing tourism growth with community needs and limits.
- Strengthening community connections.
- Supporting a strong local workforce.
- Creating a future for our youth and making it affordable to live here.
We also found that the broad priorities of the community are both aligned with and intertwined with the teachings of the ʔiisaak Pledge.
Why focus on the ʔiisaak Pledge?
The Nuu-chah-nulth word ʔiisaak is often translated as a verb meaning “respect”. It means observing, appreciating, and acting accordingly. The Nuu-chah-nulth teachings within the ʔiisaak Pledge have been handed down for generations.
The ʔiisaak Pledge supports Tofino residents’ values and priorities. It is a valuable guide that shows how we can all work together toward lasting and shared prosperity.
We hope that signing the pledge is a simple and exciting goal that the tourism industry will rally around. Signing is an entry point for how we can all live up to the pledge every day and help visitors to do the same.
Respect, or ʔiisaak, is at the heart of our vision, and fostering respect and understanding is at the core of our mission as a tourism industry. Respect requires that we consider all people, culture, history, community, equitable prosperity, our local environment, and more. We believe this shared vision makes Tofino unique and can help us to form deep connections between people and all living things.
DOWNLOAD THE FIRST DRAFT OF THE PLAN HERE. Printed copies of the Plan are available at the Tofino Visitor Centre.
We want your feedback
Take a few minutes to read the plan, and let us know:
- How can you support the actions listed in the plan?
- How can tourism support existing initiatives in line with the plan?
- How could we strengthen the plan?
SUBMIT YOUR FEEDBACK HERE.
Feedback closes June 13th.
Caring for a place as special as Tofino cannot be the responsibility of any single individual or organization. We invite you to join us on the journey.