Indigenous tourism in Canada is on the rise, according to the Indigenous Tourism Association of Canada (ITAC).
Authenticity, spreading awareness and sustainability were key topics at ITAC’s media afternoon tea, which took place on November 7 2024 at Boundary Row in London. Destination Canada hosted.
ITAC’s Director of Marketing Tamara Littlelight said: “For many years we weren’t allowed to practice our traditions or speak our language. There is a resurgence in Indigenous communities as they try to reclaim their identity.”
ITAC is committed to bolstering awareness about Indigenous culture in Canada. Efforts have been led by President and CEO Keith Henry, who is described as an “unstoppable force”.
“If you’re going to Toronto, for example, get to know the traditional land and people,” added Littlelight.
“Trust has not always been there for Indigenous communities, due to the way Canadian society and history has treated us. But once you get to know us, we’re willing to share our stories. We want to engage and show you who we are.”
Clients can enjoy an array of eco-cultural excursions from Ahous Adventures in British Columbia. These include hot springs, whale watching and bear watching.
Métis Crossing in Alberta, meanwhile, is a 40-room boutique luxury lodge. Travellers can find canoe tours, sky dome viewing and traditional jewellery making classes.
Homalco Wildlife & Cultural Tours has teamed up with Klahoose Coastal Adventures on a Toba Bears and Wilderness Tour. Clients can spot grizzly bears, humpback whales, orcas (killer whales) and dolphins.
There is also the opportunity to travel through the waterways of the Homalco people with Homalco Wildlife in British Columbia. Guides and partners from Campbell River will relay the history of Church House, an isolated coastal village site.
Guests can also stay at Klahoose Wilderness Resort to immerse themselves in the traditional values of the Klahoose people. This 12-15 room boutique hotel is only accessible by boat.
Meanwhile, Air Canada has teamed up with Salmon n’ Bannock Bistro to become the first airline to offer Indigenous culinary offerings. The new Indigenous-owned Ancestor Cafe also serves bison, elk and plant-based medicinal herbs. Both restaurants are in British Columbia.
ITAC has recently launched a global brand with New Zealand Māori Tourism (NZMT) and the American Indian Alaska Native Tourism Association (AIANTA) titled Destination Original Indigenous Tourism (DO-IT). The partnership, which is dedicated to marketing and amplifying Indigenous voices and experiences, was developed last week in Louisiana.
Littlelight hopes to see a one-stop shop of Indigenous experiences, spanning from New Zealand and Australia to Canada.
The association is also working with Parks Canada to develop an Authenticity Guide to guarantee the distribution of Indigenous-made products in gift shops.
“There are a lot of barriers for our operators right now. If you are managing your business on the reserve, it’s hard for you to get investment. I hope to see a sustainable industry one day.”
Read more about how to incorporate indigenous experiences into a Canada itinerary in the latest issue of Selling Canada.
