4EVER Strategies partners with Destination Wayfinder

The company is the first organization in Canada to join the Wayfinder Partner Program, a collaborative initiative that aims to empower consultants, advisors, and industry associations with demonstrated expertise in travel and tourism to deliver impactful solutions to their clients. By utilizing Destination Wayfinder’s destination management framework, partners are servicing clients in alignment with global best practices set forth by the Global Sustainable Tourism Council (GSTC) and the United Nations Sustainable Development Goals (SDGs).

4EVER is a professional consulting firm dedicated to empowering the travel and tourism sector to achieve economic, social, and environmental success. As innovative disruptors, it is committed to shaping a future of net-positive tourism—that not only sustains but enriches communities and heals the planet, one project at a time.

It was established to address the evolving needs of the tourism industry, recognizing the importance of balancing economic growth with social responsibility and environmental stewardship. It draws on global best practices and local expertise to create lasting, positive impacts in destinations. In addition, the company provides customers with tailored solutions in three interconnected categories: Strategy, Activation and Innovation.

As a preferred partner, 4EVER will gain access to Destination Wayfinder’s intuitive technology platform, equipped with a comprehensive self-assessment tool, measurement and reporting capabilities, and a repository of resources to guide strategic planning and implementation for destinations. In addition to providing resources for advancing stewardship strategies, the platform acts as a centralized dashboard for partners to measure, monitor and report on the value of their services.

“As destination management evolves towards destination stewardship, the Destination Wayfinder framework is incredibly valuable to ensuring 4EVER Strategies is providing our clients with high-quality, data-driven solutions that prioritize the needs of their destination,” says Calum Matthews, president, 4EVER Strategies. “Destination Wayfinder gives us a comprehensive overview of our strategic efforts so that we can increase productivity and help the destination organizations that we work with plan for the future. This new partnership demonstrates and furthers our commitment to providing sustainable and impactful strategies for the future of tourism.”

4EVER is the commercial consulting arm of the 4VI Group, a Canadian leader in sustainable tourism innovation and social impact. The 4VI Group is structured to reinvest profits into community projects, ensuring that the benefits of tourism are widely shared. The team is composed of recognized experts in tourism strategy, sustainability, and community engagement, and it works with clients across Canada and internationally.