“What I hope tourism looks like is that the people that are supporting the community, the locals that are here, can stay here, and we can bring that respect into so many different spaces. We can bring ?iisaak (respect) into not just the educational space, but into the retail market, into all these spaces where it’s not extractive, it’s giving back to the community.” — Timmy Masso 

Tofino is at a crossroads. Known for its remote, rugged beauty and deep connection to the Pacific, this small town faces mounting challenges that may be familiar to where you live: housing affordability, economic inequality, environmental strain, and even seasonal water shortages. Yet as we learned in the first season of Travel Beyond in Tofino, the area is becoming a hub for collaboration, innovation, and a renewed commitment to ?iisaak – a Nuu-chah-nulth concept meaning respect. This season on Travel Beyond, we’ll explore how Tofino leaders and Nuu-chah-nulth culture-keepers are building ?iisaak to shape a better path for residents and visitors alike.

At the heart of this effort are brothers Timmy Masso and Hjalmer Wenstob. As artists and educators, they are using their deep connection to Nuu-chah-nulth language and art to encourage a more respectful relationship with the land and its people. “Language, in my opinion, is directly tied to our lands,” Timmy, a Nuu-chah-nulth language keeper, explains. “Learning just even a little bit of Nuu-chah-nulth can give you more of a connection to where you live.” 

Hjalmer, a carver and artist, sees art as a bridge, connecting visitors to the stories and histories that have defined the region for millennia. “Every year, we put two poles up in our territory—one goes to our communities, which are now reserves, and the other one goes up in a space that may be more public, but an important site for our people—so people understand when they come into our territory that they’re here, but they’re here as invited visitors,” he says. Through initiatives like place-based street signage, carving totem poles for significant sites, and creating children’s books in the Nuu-chah-nulth language, the brothers are showing visitors that respect is not just a one-to-one exchange, but a lifelong lesson embedded in relationships—with the land, its history, and the people who steward it.

Timmy and Hjalmer offer a clear path for tourism to leave a positive impact. By raising awareness and encouraging balance, they are inviting all who visit to see themselves not as outsiders but as partners in a respectful, thriving community.

You’ll also learn:

• How language is intertwined with land, culture, and identity.
• How Timmy and Hjalmer are building bridges across cultures through a local event called “Ask an Indian”.
• What goes into a vision for creating a balanced and respectful tourism economy.
• Ways to educate visitors about Indigenous history and traditions.

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Show notes

?iisaak Pledge —A commitment to practicing respect for the land, culture, and people of Tofino, inspired by the Nuu-chah-nulth teaching. 

Cedar House Gallery —A First Nations owned and operated art gallery located in Ucluelet, BC, specializing in Nuu-chah-nulth art.

Nuu-chah-nulth healing song — Created by Hjalmer Wenstob and Timmy Masso, this performance and song promoted healing in response to COVID-19.

Tourism Tofino — Tofino’s official not-for-profit destination marketing and management organization.