Ocean Clean-up Initiative

This innovative project – a partnership between Tourism Vancouver Island and Royal Roads University reimagined beach cleanups as transformative travel experiences focused on raising awareness of ocean pollution on Vancouver Island by engaging tourists through meaningful, responsible tourism and voluntourism initiatives. The finding is that for tourists beach cleanups may also double as immersive lessons in local ecology, geography, and history. Environmental action becomes a cultural connection and a new form of tourism. An actionable framework linking non-profits with tourism operators was created and adopted by tourism industry partners to create meaningful visitor experiences while supporting local causes.

This project formed my area of interest – responsible tourism. I’ve seen how it creates the most meaningful travel experiences: When visitors take part in local community activities – whether it’s helping with a conservation project or learning traditional crafts – they don’t just observe a place, they connect with it. These ‘doing good’ moments stick with travelers long after their trip ends, leaving them feeling refreshed and purposeful. That’s the real power of tourism – when it benefits both visitors and communities.