Canada Poised to Become the World Leader in Indigenous Tourism
In a groundbreaking initiative, leaders in the tourism industry are coming together to support the Indigenous Tourism Association of Canada's (ITAC) vision of making Canada the world's leading Indigenous destination by 2030. This ambitious endeavor, known as the Indigenous Tourism Destination Fund (ITDF), has the potential to be a game changer for Indigenous tourism in Canada and serve as a global model for Indigenous tourism development.
Travellers can now invest in the Truth and Reconciliation Commision Calls
The ITDF is not just about financial investment; it represents a significant stride towards realizing the Truth and Reconciliation Commission Call to Action #92, which emphasizes the importance of ensuring Indigenous communities derive long-term, sustainable benefits from economic activities on their lands. The program invites the entire tourism industry, including travellers, Indigenous businesses, and non-Indigenous tourism companies, to contribute by providing an optional fee to guests, similar to the destination marketing fees that hotels use to support their local visitor organizations.
Already, key players in the tourism sector have joined forces with ITAC to support the ITDF. This includes Rocky Mountaineer, Airbnb, WestJet, Coast to Coast Experiences, and seven Indigenous tourism businesses. This collective effort aims to drive growth in Indigenous tourism through several key funds:
Infrastructure and Destination Development Fund: Investing in the creation and enhancement of tourism infrastructure in Indigenous communities.
Sustainable Tourism Workforce Fund: Focusing on employment opportunities and skill development within the Indigenous tourism sector.
Develop and Promote Tourism Assets Fund: Supporting the development and marketing of unique Indigenous tourism experiences.
Market Indigenous Tourism for Major Sporting Events Fund: Promoting Indigenous tourism in conjunction with major sporting events.
Authentically branding Canada as culturally rich
This initiative represents a commitment to cultivating a more inclusive and culturally rich tourism industry in Canada, rather than just a financial investment. This initiative is more than just a financial investment. By supporting the ITDF, businesses and travellers alike have the opportunity to engage with authentic Indigenous experiences while contributing to economic reconciliation.
Seven Indigenous tourism businesses, including Mahikan Trails, Cape Croker Park, Red Bank Lodge, Metepenagiag Heritage Park, Aqsarniit Hotel, Wapusk Adventures, and Bastien Industries, have already embraced the program. Their participation underscores the importance of this initiative in fostering economic growth and cultural appreciation.
Ambitious goals
Indigenous tourism in Canada is poised to make a substantial impact on the country's economy, with direct contributions to GDP projected to reach $6 billion annually. This impressive figure highlights the enormous potential of Indigenous tourism to not only contribute significantly to Canada's economic landscape but also to foster cultural appreciation and reconciliation.
To achieve this ambitious yet attainable goal, the Indigenous tourism industry will require substantial investment to build destination and experience capacity. This investment will be pivotal in advancing the economic and cultural aspirations of Indigenous communities across Canada. To put it into perspective, here are the key milestones:
800 New Indigenous Tourism Businesses: The Indigenous tourism sector aims to increase the number of Indigenous-owned tourism businesses from the current 1,900 to a total of 2,700. This expansion will not only create economic opportunities but also enable more Indigenous voices to be heard and shared through their unique tourism offerings.
21,000 New Indigenous Tourism Jobs: In addition to expanding the number of businesses, the sector also seeks to generate 21,000 new Indigenous tourism jobs, raising the total from 39,000 to 60,000. These jobs will contribute to sustainable economic growth within Indigenous communities and help bridge the gap in employment opportunities.
The launch of the Indigenous Tourism Destination Fund is a significant step towards fostering economic reconciliation, empowering Indigenous communities, and enriching the cultural tapestry of Canada. By joining forces, Indigenous and non-Indigenous businesses, along with travelers, can collectively contribute to making Canada a world leader in Indigenous tourism by 2030. For more information and to get involved, visit ITAC's website.
By: Keith Henry, President and CEO of the Indigenous Tourism Association of Canada (ITAC)
