Uniquely Cowichan
The purpose of the Tourism Cowichan Society (TCS) is to promote the desirability of our region to potential visitors by telling the story of Cowichan in a way that taps into the essence of the area.
This portal exists to provide Tourism Cowichan stakeholders with resources, information and marketing tools. On this page, you will find information on how to become a registered stakeholder, how to claim a website listing, a guide to social media amplification, tourism research and reports, updates on stakeholder events, and more.
Destination marketing is always most effective when it is industry-driven. We will be using your input to continuously increase the effectiveness of our destination marketing initiatives.
Thank you for being an active part of Tourism Cowichan Society!
About Our Organization
Tourism Cowichan Society is managed by a service contractor, 4VI (formerly Tourism Vancouver Island), and is guided by a volunteer Board of Directors made up of regional tourism stakeholders. Tourism Cowichan Society was formed in 2002.
Tourism Cowichan Society (TCS) is a Community Destination Management Organization.
Vision: Tourism in the Cowichan region is a significant contributor to the region’s economic and social well-being, with the region being recognized as a premier destination for leisure getaways and vacations.
Mission: Contribute to increasing the economic and social benefits of a thriving tourism industry through focused, industry driven and professionally managed marketing and promotion of the region into the nearby markets; and supporting the efforts of regional, provincial and national destination marketing.
The role of TCS is to represent the Cowichan Region as a destination and support the long-term development and well-being of our communities through tourism strategy:
- Act as the official source of travel information for the Cowichan region
- Coordinate regional tourism marketing to increase overnight stays and visitor spending
- Support sustainable economic development through tourism
TCS receives funding through three primary sources: Municipal & Regional District Tax Program (MRDT), Destination BC Co-op Marketing Partnership Program (application-based), and the Cowichan Valley Regional District. To learn more about the MRDT program, follow the link below.
Learn More About MRDTLearn More About DBC Co-op Marketing Program
Tourism Cowichan provides regional tourism marketing services through a number of activities. Marketing tactics are focused on increasing length of stay during off-peak times (fall, winter, spring). Key target markets are short-haul travelers from BC, Alberta, and Washington.
- Brand development
- Seasonal marketing campaigns (fall and spring)
- Traditional advertising (print, radio, television, and out-of-home)
- Digital marketing (consumer website, paid social media, display and native advertising, email marketing)
- Organic social media management (23,000+ total followers)
- Travel media and travel trade hosting
- Cowichan Visitor Guide
- Consortium marketing partnerships (Golf Vancouver Island, BC Ale Trail, BC Bird Trail, BC Farmers’ Markets, Paddle BC, Mountain Biking BC, AhoyBC)
- Consumer show exhibits
- Content production (photography, videography, written content)
- Market research
- Events and Experiences Fund
To learn more about our marketing initiatives, check out our 2023/2024 Destination Marketing Plan below.
2023/2024 Destination Marketing PlanStrong leadership and guidance is provided to Tourism Cowichan Society by its Board of Directors, representing a broad spectrum of Cowichan’s tourism industry. These board members volunteer their time and contribute extensive knowledge and experience to ensure transparent and meaningful collaboration with tourism stakeholders in the Cowichan region.
President: Bob Day, Ts’uubaa-asatx Nation
Past President: Janet Docherty, Merridale Cidery & Distillery
Treasurer/Secretary: Leif Bogwald, Vancouver Island Expeditions
Elected Director: Josh Handysides, Malahat Nation
Elected Director: Shawn Kosmuk, Oak Bay Marine Group
Elected Director: Ian McPherson, Brentwood College School
Elected Director: Brennan Colebank, Stillhead Distillery
Elected Director: Ian Wish, Malahat Skywalk
Elected Director: Zachery Hobden, Best Western Plus Chemainus Inn
Appointed Director: Carol Messier, Chamber Representative
If you are interested in board opportunities with Tourism Cowichan Society, please reach out to president@tourismcowichan.com
Board of Directors HandbookBylaws
Stakeholder Benefits
Are you a tourism or hospitality-focused business operating in the Cowichan Region? Join Tourism Cowichan Society in showcasing Cowichan as a destination.
Stakeholder Registration formSign Up for Stakeholder News
Networking Opportunities
Collaboration is key! Engage with other tourism-related businesses in your area to learn more about their challenges, successes, and collaboration opportunities.
Voting Rights
Have your say. Registered stakeholders hold voting rights.
Access to Tourism Cowichan Events Calendar
Submit your events and festivals to our events calendar for amplification.
Consumer Newsletter Mentions
Our consumer newsletter highlights seasonal offerings and mentions of specials and events.
Recognized as a Travel Media Partner
Tourism Cowichan works with 4TVI & DBC in the Travel Trade and Travel Media sector, occasionally hosting international groups and writers.
Online Listing of Your Business
Your business will receive a free listing on the Tourism Cowichan consumer website.
Social Media Amplification
Use the hashtag #ExploreCowichan and #GoWithTheSlow on Facebook and Instagram to have your content featured on the Tourism Cowichan social channels.
Access to Image and Video Assets
Gain access to Cowichan images and videos to use for your own marketing purposes.
Featured in Cowichan Visitor Guide
Your business could be featured in the Cowichan Visitor Guide which is distributed widely throughout the province.
Cowichan Spark Program
Do you have a new tourism idea for the Cowichan Region? If so, we want to hear from you!
Applications for the Cowichan Spark Program are now closed.
The “Spark” Program will match selected applicants with a tourism mentor and provide $3,000 in seed funds to help bring their new tourism ideas to life. Our goal is to inspire Cowichan entrepreneurs, small businesses, non-profits, and community groups to come forward with creative ideas that will spark new tourism offerings, experiences and collaborations in the Cowichan Region.
Who Can Apply?
- Individuals 18+ who live, work and/or own property in the Cowichan Region
- Small businesses based in the Cowichan Region (new or existing, up to 10 full-time year round employees)
- Small non-profit organizations and community groups based in the Cowichan Region (new or existing, up to 10 full-time year round employees)
What Are We Looking For?
We are looking for new tourism ideas for the Cowichan Region that would address one or more of the following:
- Enhance current tourism offerings
- Create high-quality, low impact tourism experiences
- Address gaps in tourism products and services
- Motivate longer stays and repeat visits
- Increase year-round visitation and tourism spending
- Encourage collaboration between tourism operators
* Tourism ideas must be based in and benefit the Cowichan Region.
* Women-led and Indigenous-led tourism ideas and businesses are encouraged to apply.
2025 Events & Experiences Fund
The Events & Experiences Fund invests in the creation and enhancement of experiences, events, and festivals that attract visitors to the Cowichan Region and improves the region’s competitive appeal as a preferred multi-night destination on Vancouver Island. Priority will be given to events that take place in the off-peak season (Spring, Fall, Winter) to align with Tourism Cowichan’s goals of seasonal dispersion. Events and experiences that foster interest from new product sectors and new visitor demographics are encouraged.
Tourism Cowichan is now accepting applications for events and experiences taking place in 2025 (and up to March 31, 2026). Applicants may apply to receive a maximum funding contribution of $10,000. Applications will be considered on a rolling intake until all funding for the year is awarded. Funding notifications will be issued within 3 weeks of the application submission.
Please read through the Program Guidelines (includes the evaluation criteria) in detail prior to submitting your application. Tourism-related businesses, non-profit organizations, and Indigenous organizations in the Cowichan Region are encouraged to apply. Completed applications must be submitted by e-mail to kenzie@tourismcowichan.com
2025 Sustainable Development Goals Contribution Template
(Fillable PDF) Submit with application.
downloadThis program is funded through the Municipal & Regional District Tax (MRDT) revenues from the Cowichan Region’s tourism sector. The $100,000 fund will be available on an annual basis and is designed to fund out-of-region marketing activities to:
- Increase overnight visitation, length of stay, and repeat trips to the Cowichan Region;
- Drive seasonal dispersion through the off-peak seasons (Fall, Winter, Spring);
- Increase the economic and social benefits that flow from tourism to residents of the Cowichan Region;
- Position Cowichan as a preferred multi-night tourism destination;
- Ensure that tourism makes meaningful contributions to the social, cultural, and environmental well-being of the Cowichan Region; and
- Encourage collaboration and partnerships to enhance the visitor experience.
If you have any questions about the Events & Experiences Fund, please contact: Kenzie Knight, Tourism Development Specialist at kenzie@tourismcowichan.com or (250) 667-8558
Please check out the following resources to assist with event planning in the Cowichan Region:
- CVRD Sport Tourism Event Grants
- CVRD Sport Event Equipment Loans
- CVRD Special Events & Special Use Permits
- North Cowichan Special Events Planning
- Town of Ladysmith Special Events
- Town of Lake Cowichan Park & Public Space Permit
If your event relies on volunteers to operate, we encourage you to connect with Volunteer Cowichan, who can assist with sourcing volunteers:
- Noir Fest – Averill Creek Vineyard
- Cowichan Valley Bluegrass Festival – Sooke River Bluegrass Festival Society
- Cowichan Valley Wine Festival – Cowichan Wineries Society
- Visions Art Tour – Visions Studio Tour Society
- 118th Women’s Amateur Golf Championship – BC Golf Association
- Cider Harvest Festival – Merridale Cidery & Distillery
- Craft Spirit Festival – Merridale Cidery & Distillery
- Ladysmith Festival of Lights – Ladysmith Festival of Lights Society
- Cowichan Fall Festival & Fun Run – Chemainus Business Improvement Association
- Seasonal Events – BC Forest Discovery Centre
- 39 Days of July Festival
- Fall Makers Market – Miller + Co. Makers Inc.
- Burnt Bridge Classic Gravel Fondo – Wheelhouse Cycling Society
- 137th Vancouver Island Grass Courts Championship – South Cowichan Lawn Tennis
- Chemainus Corvette Show n’ Shine – Chemainus + District Chamber of Commerce
- Sparkling Day in Cowichan Experience – Blue Grouse Estate Winery
- Cowichan Craft Beer and Food Festival – Chemainus Business Improvement Association
- Headwater Outdoor Festival – Tri 1 Events
- Holistic Wellness Workshops & Retreat – Hi Point Guest Ranch
- Belgian Waffle Ride – Platinum Racing Inc.
- Fall Farm Fest – Cowichan Green Community
- Duncan Night Market – Duncan Farmers’ Market
The BC Forest Discovery Centre has experienced tremendous success using the funds from the Events and Festival Fund. The grant allowed us to launch TV and radio campaigns that focused on areas outside the Cowichan Valley. We increased our attendance by over 24% to 3,282 for the Easter weekend from the previous year. It was very noticeable how many first-time visitors we had from out of town. I asked one mother how she had heard about the event, and she said my son heard it on the radio and said “Can we go, please?” We will be advertising outside the Cowichan Valley for all of our major events from now on. Thank-you Tourism Cowichan. -BC Forest Discovery Centre
On behalf of Averill Creek Vineyard, we would like to thank Tourism Cowichan for their support through the Events & Festivals Fund. The program has helped us to expand event awareness for Noir Fest, and helped us to continue to grow the festival. This kind of support is vital for small businesses in the Cowichan Valley to continue to build and improve the community and promote our offerings. -Averill Creek Vineyard
On behalf of the Cowichan Valley Bluegrass Festival, we would like to express our gratitude for Tourism Cowichan’s support through the Events and Festival Fund. The program fits perfectly with our five-year marketing plan to reach our primary growth target audience of off-Island attendees and those outside the Cowichan Valley Region. With Tourism Cowichan’s support, we were able to increase our 2023 audience from the Lower Mainland. We also made inroads reaching audience members from central BC, Alberta and the US Pacific Northwest. We hope to continue growing these target markets and have plans to reach potential audiences in these markets for our 2024 festival. -Cowichan Valley Bluegrass Festival
Tourism Cowichan’s Events & Festivals Fund allowed British Columbia Golf to elevate our 118th Women’s Amateur at Arbutus Ridge Golf Club and make this one of our most memorable Championships in 2023. The fund was used to elevate the player and spectator experience and showcase the opportunities that the area has to offer. We are looking forward to returning to the Cowichan area and continuing to highlight all that this area has to offer both on and off the golf course. -British Columbia Golf
Cowichan Wineries Society would like to express major gratitude for the continued support of Tourism Cowichan. The Events and Festival Fund has allowed us to continue to market our Cowichan Valley Wine Festival to a broader audience. The month-long festival in August brings so much traffic through our wineries and the valley in general – everyone benefits. The dedication the team at Tourism Cowichan has to building up this community is commendable, and we greatly appreciate their tireless efforts. -Cowichan Wineries Society
The funding provided by Tourism Cowichan gave us the support we needed to create a festival that highlighted both our own company and Cowichan. Tourism Cowichan has been extremely supportive during the whole process, making it very accessible for businesses. -Merridale Cidery & Distillery
Upcoming Stakeholder Events and Workshops
Network with fellow tourism operators in the Cowichan region, or expand your knowledge with a tourism-related workshop.
Submit an Event
If you would like your visitor-related event or festival featured on the Tourism Cowichan events calendar, please submit it below.
Submit Event HereMarketing Resources
Tourism Cowichan is pleased to provide the following marketing resources to benefit our stakeholders. We actively work with stakeholders, partners and the community to shape the future of a sustainable tourism economy and deliver our brand promise to each and every visitor.
Tourism Cowichan Brand Guidelines
Become familiar with Tourism Cowichan’s brand guidelines including our story and values.
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Social Amplification Toolkit
A guide to amplifying your social media content through Tourism Cowichan’s channels.
download
Visitor Guide
Pick up print copies of the 2024 Cowichan Visitor Guide at the Cowichan Regional Visitor Centre to share with your guests.
download
BC Content Hub
Access image and video assets from Destination BC and Tourism Cowichan, to promote your tourism business.
Learn More
Destination BC Learning Centre
Destination BC’s centralized hub for free tourism resources, tools, videos, guides, templates, and more!
LEARN MORE
Destination BC Tourism Business Portal
Create a free HelloBC business listing and promote your travel offers on HelloBC.com
LEARN MORE
Destination BC Tourism Digital Academy
Free 8-week program for BC tourism businesses wanting to build their digital marketing skills.
LEARN MORE
Destination BC Working with the Travel Trade
A guide to help you determine if marketing through the travel trade is right for your business.
DOWNLOAD
Are You Travel Trade Ready?
Self-assessment checklist designed to help you assess your readiness to work with travel trade.
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Google My Business Listings
Learn how to claim and optimize your Google My Business listing to easily attract guests.
LEARN MORE
Tripadvisor Listings
Creating and optimizing a Tripadvisor page is key to ensuring success of your tourism business. Learn how by clicking here!
LEARN MORESustainability Resources
A collection of resources, training opportunities, and research to guide and empower tourism businesses to actively contribute to the development of a sustainable and regenerative tourism industry on Vancouver Island.
BC Tourism Sustainability Network
1-on-1 support to help integrate sustainability into business operations and storytelling.
LEARN MORE Biosphere Commitment Program
Free sustainability certification program for Vancouver Island tourism businesses.
LEARN MORE Vancouver Island Carbon Audit
Greenhouse gas inventory for tourism on Vancouver Island completed by Synergy Enterprises in January 2023.
Download Climate Action Plan for Tourism on Vancouver Island
This plan outlines 4VI’s
climate action goals from 2023-2030 in five key areas.
BC Tourism Climate Resiliency Initiative
Provincial-led project to support a resilient tourism sector that is prepared to adapt to climate change.
Learn More Responsible Purchasing Toolkit for Tourism Operators
Guide to assist tourism operators towards implementing responsible purchasing policies.
download
Carbon Footprint of Food Guide
Guide to assist tourism operators in understanding the carbon footprint of food, and factors for sourcing low emissions food.
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State of Gender Equality for Vancouver Island’s
Tourism Sector
Study conducted by WORTH Association and 4VI in 2023.
downloadEmergency Resources
As part of our ongoing commitment to the safety and preparedness of our industry partners and stakeholders, we are sharing some important resources to help your business prepare for an emergency. Tourism Cowichan will continue to align our messaging with Destination BC and in accordance with the Provincial Government.
These materials should be reviewed and integrated into operational plans by all stakeholders. Your proactive engagement with these resources is vital for the safety and well-being of our communities in the Cowichan Region.
PreparedBC:
Guide for Tourism Operators
Step-by-step guide to help prepare tourism businesses and their staff for emergencies and guest safety.
download PreparedBC: Emergency Plan for Tourism Operators
Templates and tools designed to help operators easily plan a fast and effective response to emergencies.
download BC Emergency Management Framework
Coordinated system for tourism
partners to enhance emergency mitigation, preparedness, response, and recovery.
Destination BC Emergency Preparedness
One-stop shop for tourism-industry official emergency preparedness resources and guidance.
Learn More
Indigenous Engagement Requirements Funding Program
Funding for the implementation of the Indigenous Engagement Requirements within the Emergency and Disaster Management Act (EDMA).
download
Water Conservation Tourism Industry Toolkit (2024)
Official resources, and suggested actions and messaging for BC tourism industry partners to help champion responsible water use.
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Responsible Travel Graphics
Seasonal graphics for industry members to download and share through their channels
to promote responsible visitation
and emergency prevention.
Reports
Read the destination development strategies below to learn more about the direction of tourism for Vancouver Island and the Cowichan Region.
South Central Island Destination Development Strategy
A ten-year destination development strategy completed in 2018 for the South Central Island Region of Vancouver Island.
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Vancouver Island Destination Development Strategy
A ten-year strategy developed to enhance the tourism competitiveness of the Vancouver Island region from 2019-2029.
Download Cowichan Lake Region Hiking & Cycling Tourism Action Plan
A framework completed in 2018 to build the Cowichan Lake Region into a remarkable and sustainable hiking and cycling destination.
DownloadTourism Research
Market and industry research are critical for decision-making and tourism planning. Learn more about the research Tourism Cowichan has gathered and find research from our tourism partners.
Cowichan Resident Sentiment Study
A study was conducted in 2023 to better understand resident perceptions towards tourism development.
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Cowichan Visitor Sentiment Study
Visitor incercept data was collected in 2022 to gain insight on visitors and their perceptions of the Cowichan region.
Download
2021 Mobilescapes Visitor Analysis
Mobile movement data was collected to better understand Cowichan visitor origins, EQ types, and PRIZM segments.
Download
2015 Cowichan Visitor Profile
Visitor intercept data was collected in 2015 to understand the type of visitors travelling to Cowichan.
Download
BC Tourism Impact Portal
Central data portal providing key insights on tourism development in BC to support well-informed decisions for a sustainable future.
Learn More
Vancouver Island Positioning Study
A study that determines how to position the three regions of North Island, Comox Valley and Cowichan to attract tourism.
Download
Destination BC Research
Tourism research that provides industry with data to enhance the effectiveness of marketing and development projects.
LEARN MORE
Resident Perceptions of Tourism Research
Resident perceptions towards tourism research conducted by Destination BC for the Central Vancouver Island region.
LEARN MOREContact Us
For further information about Tourism Cowichan, please contact Kenzie Knight, Tourism Development Specialist: