Vital Conversation on Sustainable Tourism

On April 23, 2019, the District of Tofino and the Clayoquot Biosphere Trust invited participants to join in a full-day facilitated conversation regarding the stressors, vulnerabilities and opportunities of Tofino’s tourism economy. 

Why a "Vital Conversation"?

“You can’t manage what you don’t measure.” - Peter Drucker

Click to View Vital Signs Reports

As one of BC’s fourteen Resort Municipalities, we understand that the tourism and hospitality sector comprises a significant portion of Tofino’s economic activity and provides livelihoods for many of its residents.

At the same time, we also recognize that tourism and efforts to attract visitors to Tofino must be balanced with the needs, goals and aspirations of the community and residents. With an eye on the social and environmental sustainability of Tofino’s tourism economy, it is important to understand the experiences of residents and how measures of quality of life can be positively maintained.

Indicators monitored through the Clayoquot Biosphere Trust’s biennial "Vital Signs" Report offer a valuable lens through which information and knowledge could be shared. The “Vital Conversation on Sustainable Tourism” used the VItal Signs Report as a framework to support discussions about strategic planning, decision making and service delivery in the future.

Read the Vital Conversation Summary Report


Tofino's Vital Conversation About Tourism from On the Beach on Vimeo.

Who Was Involved:

Over 32 community members participated in the day-long event, and attendees were comprised of representatives from local service providers and stakeholder organizations. 

"Vital Conversation" Themes: 

Like the Clayoquot Biosphere Trust’s recent Vital Signs reporting, the Vital Conversation was structured around the United Nation’s Sustainable Development Goals (SDGs). 

The following themes were explored throughout the Vital Conversation: People and Work; Environment;  Housing;  Health and Wellness.



Community presenters spoke on the following topics:

  • Environment and Climate Change
  • Work and People
  • Poverty and Income Inequality
  • Housing
  • Safety
  • Transportation
  • Health
  • Arts and Culture
  • Learning
  • Youth


Laura Loucks April Froment

Reseach Director
Clayoquot Biosphere Trust 

Manager of Public Spaces, Culture and Visitor Initiatives
District of Tofino