We Have a Story to Tell: Navigating Emerging Marketing Trends in Indigenous Tourism
Written By: Sebastien Desnoyers-Picard and the Marketing Team at Indigenous Tourism Association of Canada
Indigenous tourism is amidst a renaissance, captivating travelers in search of genuine and profound experiences that foster a connection with the vibrant culture of Indigenous communities. As this sector expands, innovative marketing strategies are evolving to address the distinct needs and values of both tourists and Indigenous communities. This article delves into the burgeoning marketing trends within Indigenous tourism, examining how they are transforming the industry. Through these initiatives, the Indigenous Tourism Association of Canada (ITAC) aims to extend a heartfelt welcome to travelers from Turtle Island and beyond, offering them the opportunity to immerse themselves in an authentic, unparalleled experience.
Understanding the Potential: Insights from Research
ITAC-commissioned Léger, a marketing research and analytics firm, to conduct a survey in 2022 on Indigenous Tourism and Cultural Offering Attractiveness in Canada. The results revealed a clear potential for Indigenous tourism, with 88% of surveyed Canadians expressing at least minimal interest in participating in Indigenous cultural and tourism activities.
Furthermore, a Destination Canada report on international markets highlighted France as the country with the highest percentage (63%) of visitors interested in Indigenous experiences, followed by Germany with 47%. This data underscores the global appeal of Indigenous tourism experiences.
ITAC's response to the challenges posed by COVID-19 was a three-phased strategic recovery plan, which included engaging Insignia Marketing Research to understand the relevance and potential of Indigenous tourism and cultural experiences within the domestic travel market.
Beyond the tangible data lies an unspoken emotional impact stemming from the connection between the traveler and the community. Indigenous Tourism fosters enduring relationships and memories that defy quantification by mere specifics. The only way to understand the lasting impression these experiences leave on travelers is to experience them for yourself.
Reconciliation in Marketing: A Driving Force
Indigenous tourism is not just about attracting visitors; it plays a significant role in fostering reconciliation. ITAC has implemented various marketing initiatives with a focus on cultural understanding, economic empowerment, and the recognition of Indigenous rights.
Destination Indigenous, ITAC's consumer brand, launched a microsite (www.destinationindigenous.ca/reconciliation) in April 2021 dedicated to Reconciliation-focused experiences in Canada. This digital platform includes a map pinpointing locations that align with the Truth and Reconciliation Commission's calls to action, providing exclusive content to promote and educate high-value travelers.
To further support reconciliation efforts, ITAC attended the historic Papal Visits in Rome, providing support to the Assembly of First Nations in meetings with Pope Francis. The goal was to address the lasting impacts of the Catholic Church on Indigenous communities resulting from residential schools.
In 2023, ITAC introduced the Indigenous Tourism Fund (ITDF), a funding initiative enabling partners to invest in the Indigenous Tourism industry through meaningful contributions from their consumers. By supporting the ITDF, partner businesses align with the goals of Truth and Reconciliation Commission’s Call to Action #92, fostering respectful relationships and ensuring long-term economic benefits for Indigenous communities from activities on their lands and resources.
Additionally, ITAC, in collaboration with Legacy Bowes, proudly offers a reconciliation training program for non-Indigenous businesses and organizations in the tourism sector. The Certificate in Reconciliation for the Tourism Industry is a hybrid virtual and in-person program, creating a secure space for staff and board members to delve into Indigenous perspectives and understand their role in advancing reconciliation.
ITAC views Indigenous Tourism as a tangible manifestation of Reconciliation in Action, serving as a highly viable avenue for comprehending Canada's intricate colonial history. They extend a warm invitation to travelers from Turtle Island and beyond to engage in immersive Reconciliation tourism experiences, concurrently channeling monetary investment into Indigenous communities.
Reclaiming the Land through Culinary Initiatives
The Indigenous culinary scene holds immense value for Indigenous communities, contributing to cultural preservation, economic development, and culinary diversity. Collaborating with The Indigenous Culinary of Associated Nations, ITAC has launched marketing initiatives emphasizing Indigenous Peoples' connection to the land and their journey towards food sovereignty in Canada.
A dedicated microsite (www.indigenouscuisine.ca), user-friendly map tools, chef guides, recipes, and the Nourished Lands culinary series spotlighting renowned Indigenous chefs are part of ITAC's culinary marketing efforts. Indigenous chefs sponsored by ITAC have showcased the authentic taste of Turtle Island on international trade missions in Germany, France, London, and Hawaii.
An inherent respect for the land is a common thread in Indigenous experiences spanning coast to coast to coast. ITAC encourages travelers not only to behold the natural splendor of these lands but also to savor them. Indigenous culinary delights are accessible throughout the country, providing a delectable way to engage with and appreciate the richness of these diverse landscapes.
The Original Original Mark of Authenticity
In 2021, on National Indigenous Peoples Day, ITAC introduced The Original Original Mark of Authenticity. This consumer tool identifies authentically Indigenous-owned and operated businesses in Canada. Businesses displaying this mark directly support Indigenous communities, contributing to economic independence and cultural pride. To earn this mark, businesses undergo evaluation by the The Original Original Accreditation Program.
While many businesses offer an Indigenous experience, not all Indigenous tourism experiences directly support Indigenous individuals, families, and communities. The Original Original mark is the first of its kind and gives consumers peace of mind in knowing that they are directly supporting Indigenous Peoples.
Since time immemorial, Indigenous Peoples have been stewards of the lands and waters that make up modern-day Canada, and they have been welcoming visitors for centuries. The Original Original mark conceptualizes the longevity of their hospitality by placing two Os within each other—representing the world and the cycle of life. A fire burns at the center with three unique yet united parts, representing the three groups of Indigenous Peoples in Canada: First Nations, Métis, and Inuit.
With your support of tourism operators who display The Original Original mark, you’re helping to build a more inclusive future in Canada.
Nations Magazine: Celebrating Indigenous Storytellers
In February, ITAC will release the 5th edition of Nations Magazine, featuring storytelling by industry-renowned Indigenous journalists. The online version enhances reader engagement with clickable "Explore Further Online" icons. Editorial content covers diverse topics, from Language Preservation in Tourism to Indigenous Breweries, with a "Regional Spotlight" offering itineraries in five distinct Canadian regions.
The digital magazine launch in late February will coincide with the International Indigenous Tourism Conference, where it will be prominently featured and heavily promoted. ITAC's Nations Magazine continues to be a powerful medium for sharing the rich tapestry of Indigenous cultures and experiences.
Nations Magazine serves as an all-encompassing guide, providing audiences with a captivating visual and literary journey meant to spark inspiration. Our aspiration is that these itineraries leap off the pages, materializing into unforgettable adventures for travelers to cherish.
Our People Telling Our Stories
In conclusion, the marketing of Indigenous tourism is not merely about promoting destinations; it is a dynamic force driving cultural understanding, economic empowerment, and reconciliation. The emerging trends in Indigenous tourism marketing reflect a commitment to authenticity, sustainability, and the preservation of a rich culture. As evidenced by innovative initiatives from the Indigenous Tourism Association of Canada, the sector is poised to not only attract global travelers seeking unique and meaningful experiences but also to contribute significantly to the well-being and self-determination of Indigenous communities. By fostering a genuine connection between visitors and Indigenous cultures, marketing efforts in this realm play a pivotal role in bridging cultural gaps, celebrating diversity, and building a more inclusive and harmonious global tourism landscape.
For millennia, Indigenous Peoples have called these lands home. Destination Indigenous invites you to see the beauty of nature through our eyes, experience the best of our legendary hospitality, and feel a deep connection through our shared traditions and storied history. Indigenous Tourism Awaits.
Reports and Resources
The Original Original Accreditation Program
The Indigenous Tourism Destination Fund
TRUTH2ACTION Reconciliation Training
Consumer Website / Microsites
