In an exciting development for Indigenous tourism in Canada, Keith Henry, the President and CEO of the Indigenous Tourism Association of Canada (ITAC), along with industry leaders such as WestJet, Airbnb, and Rocky Mountaineer, have announced the launch of the Indigenous Tourism Destination Fund (ITDF). This initiative is poised to not only significantly boost the Indigenous tourism sector in Canada but also serve as a global model for its sustainable development, benefiting Indigenous communities and entrepreneurs worldwide.
The ITDF represents a crucial step towards ITAC's ambitious goal of positioning Canada as a world leader in Indigenous tourism by 2030. To achieve this vision, ITAC seeks to raise an impressive $2.6 billion over seven years and triple the direct GDP contributions from approximately $1.9 billion in 2019 to $6 billion by 2030.
“We’re thrilled to announce this opportunity for Indigenous and non-Indigenous businesses to partner with ITAC and create strategies to attract new investments for Indigenous tourism businesses across Canada,” said Keith Henry, President and CEO of ITAC. “By giving everyone a stake in our success, we’re able to move towards reconciliation together. By investing in our shared-future, our partners can help make that a reality.”
A Collaborative Approach to Indigenous Tourism
What makes the ITDF unique is its inclusive funding model. It invites the entire tourism industry to participate in and support Indigenous tourism. For example, travelers can contribute by opting for an additional fee, similar to the destination marketing fees commonly used by hotels to support local visitor Destination Marketing Organizations across Canada. Early adopters of this initiative, such as Rocky Mountaineer, Airbnb, WestJet, Coast to Coast Experiences, and various Indigenous tourism businesses, are stepping up to support ITAC's ambitious goals.
The ITDF program aligns with the Truth and Reconciliation Commission Call to Action #92, which emphasizes the importance of ensuring that Indigenous communities derive long-term, sustainable benefits from economic activities occurring on their lands. By actively participating in and supporting Indigenous tourism, individuals and organizations can contribute to the broader process of reconciliation and empowerment of Indigenous communities.
ITAC has developed an internal investment strategy to facilitate the creation of 800 new Indigenous tourism businesses and the generation of 21,000 new jobs, with specific targets for every province and territory. The strategy encompasses several key areas:
- Infrastructure and Destination Development Fund
- Sustainable Tourism Workforce Fund
- Develop and Promote Tourism Assets Fund
- Market Indigenous Tourism for Major Sporting Events Fund
Early Adopters and Success Stories
Seven Indigenous tourism businesses have already embraced the ITDF program. These include Mahikan Trails (AB), Cape Croker Park (ON), Red Bank Lodge (NB), Metepenagiag Heritage Park (NB), Aqsarniit Hotel (NU), Wapusk Adventures (MB), and Bastien Industries (QC). Their participation underscores the commitment of Indigenous businesses and communities to sustainable growth through tourism.
“As an Indigenous-owned and operated business, Cape Croker Park is an enthusiastic partner of the Indigenous Tourism Destination Fund,” said Jason W. Johnston, Interpretive Program Coordinator of Cape Croker Park. “The ITDF is another ITAC initiative which will move Canada closer to becoming the world leader in Indigenous tourism. We are proud to partner with ITAC and the ITDF to support all Indigenous tourism businesses across the country.”
The launch of the ITDF marks a significant milestone in the journey towards realizing the full potential of Indigenous tourism in Canada. Visit the ITAC website for more information on the ITDF.