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 MRDT
Learn 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)
- Print, broadcast, and out-of-home advertising
- Digital marketing (consumer website, organic and paid social media, display and native advertising, email marketing)
- 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
- Image and video acquisition
- Written content
- Market research and evaluation
- Events and Festivals Fund
To learn more about our marketing initiatives, check out our 2023/2024 Destination Marketing Plan below.2023/2024 Destination Marketing Plan
Strong 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 that the organization is supported by its members, transparent, and effective.
Interim Chair: Bob Day, Ts’uubaa-asatx Nation
Past Chair: Janet Docherty, Merridale Cidery & Distillery
Treasurer-Secretary: Leif Bogwald, Vancouver Island Expeditions
Director: Josh Handysides, Malahat Nation
Director: Evelyn Gates, Farm Table Inn
Director: Shawn Kosmuk, Oak Bay Marine Group
Director: Ian McPherson, Brentwood College School
Director: Brennan Colebank, Stillhead Distillery
Director: John Chilton, Cowichan Lake Chamber of Commerce/Cowichan River Lodge
If you are interested in board opportunities with Tourism Cowichan Society, please reach out to email@example.comBoard of Directors Handbook
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 form
Sign Up for Stakeholder News
Collaboration is key! Engage with other tourism-related businesses in your area to learn more about their challenges, successes, and collaboration opportunities.
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.
Opportunity for 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 4VI & 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 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 the Cowichan Visitor Guide
Your business could be featured in the Cowichan Visitor Guide which is distributed widely throughout the province.
2024 Events & Festivals Fund
The Events & Festivals Fund invests in the creation and enhancement of 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.
The first intake of the 2024 Events & Festivals Fund is now closed. A second intake for events taking place between September 1–December 31, 2024 will open in mid-April 2024.
Please read through the Program Guidelines 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 firstname.lastname@example.org
This 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 for festival and event organizers to:
- Increase visitation and overnight stays in the Cowichan Region;
- Increase the economic and social benefits that flow from tourism to residents of the Cowichan Region;
- Drive seasonal dispersion through the off-peak seasons (Fall, Winter, Spring);
- Position Cowichan as a preferred multi-night tourism destination; and
- Ensure that tourism makes meaningful contributions to the social, cultural, and/or environmental well-being of the Cowichan Region.
Applicants may apply to receive a maximum funding contribution of $10,000.
If you have any questions about the Events & Festivals Fund, please contact: Kenzie Knight, Tourism Development Specialist at email@example.com or (250) 667-8558.
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.
Read the destination development strategies below to learn more about the direction of tourism for Vancouver Island and the Cowichan region.
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.