Tundra North Tours • NWT

MAKING CANADA THE
WORLD LEADER IN
INDIGENOUS TOURISM

Making Canada the World Leader in IndigenousTourism
As Canada moves out from the shadow of the pandemic, it has the opportunity tobuild on the momentum that existed pre-COVID to grow to become the global leader inIndigenous tourism with direct contributions to GDP of $6 billion annually.
To achieve this ambitious but achievable goal, the Indigenous tourism industry will requiresignificant investment to build destination and experience capacity. This will require:•No less than 800 new Indigenous tourism businesses (up from 1,900 to a total of 2,700)•No less than 21,000 new Indigenous tourism jobs (up from 39,000 to a total of 60,000)

This investment will not only benefit the Canadian economy, it will be one of the greatest
supports for the cause of reconciliation in Canada. It will lead to quality of life improvements inIndigenous communities across Canada.
To achieve this vision, ITAC will devote its energy to the following five themes:•Infrastructure and Destination Enhancement Funds•

Attract and Retain a Sustainable Tourism Workforce•

Develop and Promote Tourism Assets•

A Sustainable Tourism Industry for Communities, the Economy and the Planet•

Facilitate Access for Visitors to and within Canada

Infrastructure and Destination Enhancement Funds
The current inventory of Indigenous destinations in Canada cannot support the volume ofvisitors that is required to meet the $6 billion GDP goal for 2030. This target can only beachieved through significant, nationwide investment in Indigenous tourism infrastructure
planning and development. As well, given that many Indigenous communities are located inrural and remote areas, access for visitors to these communities needs to be improved toreduce costs and the complexity of access logistics.
ITAC will kick start this process by offering an Indigenous Tourism Destination Planning Fundto support Indigenous communities to conduct destination planning to better facilitate tourism
to their community—both rural and remote areas as well as urban centres. This will be followed
by a significant Indigenous Tourism Destination Development Fund that will give communities
the resources to build the required infrastructure in their community. This will include culturalcentres and other places of welcoming that will serve not only as the tourism hub in theircommunity, but will also act as a cultural hub.
ITAC will follow the planning and development phases with an Indigenous Tourism Experience
Development Program that will create and refine tourism products for both the domestic,
US and international markets. Culture will be a focus of these experiences and through thiscelebration of culture, pride will grow within communities.
Collaborative marketing partnerships will be developed with Canada’s international airports
to educate foreign visitors about Indigenous cultures in Canada. Through these and other2

partnerships within Canada’s transportation sector, ITAC will enhance access to rural andremote Indigenous communities.
All of these programs working in combination will trigger the largest ever revitalization ofIndigenous communities. Tourism’s celebration of culture will grow Indigenous pride in
Indigenous culture. Improved access, infrastructure and economic opportunities will lead tosafe, accessible, and livable Indigenous communities throughout the North, in rural and remoteareas, and in urban centres. Education of those who travel to Indigenous communities willgrow understanding and will bolster reconciliation efforts within Canada.

Attract and Retain a Sustainable Tourism WorkforceTo achieve the $6 billion GDP goal for 2030, the Indigenous tourism workforce will haveto grow significantly. This will require implementation of an Indigenous Tourism Workforce
Strategy. ITAC will develop and implement training programs in collaboration with provincial
and territorial partners, Indigenous and non-Indigenous tourism operators, and tourism
training institutions. These programs grow the Indigenous workforce as well as employers’
understanding of Indigenous values and how to work with Indigenous employees.

Lennox Island Development Corporation • PEI

The end result of this work will be increased Indigenous workers in all sectors of tourism. This
will enhance the visitor experience and will support reconciliation and Indigenous economic
self-reliance.

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Develop and Promote Tourism Assets
COVID-19 massively impacted Indigenous tourism. The industry that was leading the growthof the tourism sector in Canada has been left diminished by lack of revenues over the last twoyears. The industry is still struggling to rebuild, currently unable to meet the growing demandfor Indigenous tourism in Canada. ITAC will launch a three-pronged catalyst to not only recover
to pre-COVID levels but to soar past them and achieve the $6 billion GDP by 2030 goal.
•

Annual investment in experience development and enhancement•

Annual investment in provincial and territorial Indigenous tourism association support•

Annual investment destination and experience marketing

Girth Hitch Guiding • AB

Through stable, multi-year funding, ITAC will be able to match demand with supply. These
federal investments will truly demonstrate reconciliation in action. They will lead to the growthof Indigenous tourism products in each province and territory (including rural and remoteareas) and will see Indigenous culture showcased at FIFA 2026, the North American IndigenousGames, and the 2030 Olympic and Paralympic Games.

4Facilitate Access for Visitors to and within Canada
As pandemic travel restrictions eased at land border crossings with the United States as wellas internationally, travellers are once again flowing into Canada, hungry for Indigenous tourism
experiences. By removing barriers to travel into Canada as well as by improving access within
Canada to rural and remote areas, Indigenous tourism can achieve the goal of $6 billion by2030.
Recent studies through the Conference Board of Canada indicate that 1 out of 3 international
visitors want to participate in Indigenous experiences while visiting Canada.
With 62% of Indigenous tourism businesses being rural and remote, improved access to thesecommunities will support businesses and Indigenous people to thrive. By improving accessinto Canada for visitors and travel between Indigenous communities and urban city centers,
the ease of access will result in increased Indigenous jobs and Indigenous business ownership.

A Sustainable Tourism Industry for Communities, theEconomy and the Planet
Now more than ever, sustainability needs to be the focus of all tourism development andpromotion. All of ITAC’s efforts will be conducted with the UNWTO Sustainable Development
Goals (SDGs) top of mind.
•SDG 8: Decent Work and Economic Growth•

SDG 9: Industry, Innovation and Infrastructure•

SDG 11: Sustainable Cities and Communities•SDG 12: Responsible Consumption and Production•SDG 17: Partnerships for the Goals

Hotel-Musee Premieres Nations • QC

Through education work and the growth of the Indigenous workforce, Indigenous tourism will
support reconciliation and the fulfillment of the Truth and Reconciliation Committee’s 94 Callsto Action.

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Recommended InvestmentsTo achieve the $6 billion by 2030 goal for Indigenous tourism in Canada, ITAC recommends thefollowing investments:•Infrastructure and Destination Development Fund
» $2.4 billion one-time investment•

Attract and Retain a Sustainable Tourism Workforce» $5 million annually•

Develop and Promote Tourism Assets» $19.5 million annually•

Develop and Promote Tourism Assets» $5 million one time investment for Olympics

Historic Lund Hotel • BC

Through these strategic investments ITAC will grow the Indigenous tourism industry in Canada
to become the global leader in Indigenous tourism.

6About the Indigenous Tourism Association of Canada

The Indigenous tourism sector is quite diverse, including co-operatives and community-owned
ventures, incorporated businesses, and a range of sole proprietors, from independent artists towilderness guides. The variety of participants also includes not-for-profit organizations such as
museums owned and operated by Indigenous communities, cultural festivals, theatre groups,
and natural heritage sites. With this diversity, the Indigenous tourism sector presents a uniqueconstellation of values and tourism experiences.
ITAC is a membership-based organization, representing more than 1,000 Indigenous owned
businesses nationally. The purpose of the Indigenous Tourism Association of Canada (ITAC) isto improve the socio-economic situation of Indigenous people within the 10 provinces and 3
territories of Canada. ITAC does this through strategic investment towards Indigenous tourism
entrepreneurs, communities who are engaged in the tourism economy, and those looking toinvest in Indigenous tourism businesses.
ITAC’s Mission is to provide leadership in the development and marketing of authentic
Indigenous tourism experiences through innovative partnerships.

Site d’interprétation Micmac de Gespeg • QC

ITAC’s Vision is a thriving Indigenous tourism economy sharing authentic, memorable andenriching experiences.

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Jasper Tour Company • AB

INDIGENOUSTOURISM.CA

DESTINATIONINDIGENOUS.CA

1-604-351-1028 | Info@IndigenousTourism.ca | 8th Floor, 333 Seymour Street, Vancouver, BC, V6B 5A7