Table of Contents
- Who are Indigenous People in Canada
- What's New
- ITAC's News
- The Original Original Campaign
- Indigenous Culinary Experiences
- ITAC's Ambitious Goals for Indigenous Tourism in Canada
- Meet the Leaders
Photo Credit: Audet Photo; Business Name: Site d'interprétation Micmac de Gespeg
Who are Indigenous People in Canada
Indigenous is a term used in Canada to refer to the descendants of the original inhabitants of the land and includes First Nation, Métis and Inuit People. While Indigenous is a term of preference to some people, it is always best practice to use the nation or home community. When in doubt, ask the person or supplier how they self-describe.
- There are more than 60 distinct Indigenous languages spoken in Canada from 12 different language families
- 630+ First Nation communities
- 50+ Inuit communities
- 600,000+ Métis People
- Approx. 50% of the Indigenous population in Canada live in cities
- Approx. 2M Indigenous people in Canada
- Indigenous People make up about 5.3% of the Canadian population
Photo Credit: Indigenous Tourism Canada; Business Name: Aski Holistic Adventures
What's New
As one of the fastest-growing tourism sectors in Canada, here are 18 new and upcoming Indigenous tourism experiences:
Welcoming guests in the summer of 2024, Liberty Wilderness Lodge invites guests to experience a rustic off-grid adventure set within a conservancy on Babine Lake in Northern BC. Accessible by boat or floatplane, this remote wilderness lodge offers an immersive nature experience where guests can partake in land or water-based activities including bird watching, swimming, stand-up paddleboarding, or kayaking. The Lodge, Trappers Cabin, and the Boathouse accommodate up to 12 guests, providing a unique, rustic, and remote wilderness experience, along with customized or team retreats.
South of Cluny on Siksika Nation, Blackfoot Crossing Historical Park introduces a new addition to its museum – an 11,000-year-old Bison Antiquus display. Previously housed at the Badlands Historical Museum, this historic specimen was welcomed to BCHP with a public ceremony on November 30, 2023. Discovered near Taber, Alberta, in 1957, this mature male skeleton tells a unique tale of early human integration with the extinct giant bison in North America. The addition of Bison Antiquus is a significant milestone for this National and International historical site where Treaty No.7 was signed.
Wanuskewin Heritage Park has joined forces with Co-op to introduce a new line of bison products in Co-op food stores across Western Canada. This partnership features Bison sourced in Alberta and includes burgers, jerky, meat sticks, and smokies produced in Saskatchewan. All packages display artwork by Ojibway-Dakota artist Linus Woods. A portion of the proceeds support Wanuskewin's cultural programming. The products hit store shelves in late October 2023, and provide an opportunity for individuals across Western Canada to engage in reconciliation through their everyday choices.
Tin Wis Resort, an 85-room resort situated beachside on preserved First Nations land in Tofino, BC, offers individuals the opportunity to help correct a historical wrong. In an effort to embrace authenticity and preserve Indigenous language, Tin Wis Resort, along with Tla-o-qui-aht Tribal Parks and ZenSeekers pursue support for the Tla-o-qui-aht First Nation's initiative to restore “tinwis" as the rightful name for Tofino's Mackenzie Beach. Additionally, the highly anticipated Tla-o-qui-aht First Nation's naaʔuu experience returns to Tin Wis Resort May 2024. Naaʔuu is a ticketed event named after a Nuu-chah-nulth word meaning “come together” and “feast”.
Ahous Adventures opened on May 1, 2023, inviting visitors to explore Ahousaht territories through the Indigenous lens that have lived on and stewarded the lands and waters for generations. Learn about Ahosaht’s Indigenous culture, language, history and storytelling through a variety of excursions within Ahousaht haḥuułii (territorial lands, waters and culture) including hot springs tours, whale watching and bear watching. By sharing Ahousaht knowledge, both locals and visitors can forge a deep connection with the true spirits of this remarkable ecosystem. Ahous Adventures encourages guests to honour the sacredness of the territories and seek to experience a guest-host relationship grounded in traditional Ahousaht values of respect and reciprocity.
Tsawaak RV Resort, Tofino's newest Indigenous-owned and operated RV Resort and Campground, invites collaboration with Tla-o-qui-aht First Nation and Nuu-Chah-Nulth artists. The resort plans to feature and consign artwork within its Visitor Centre, creating a rotating exhibition showcasing diverse Indigenous creations throughout the year. Tsawaak offers a versatile camping setting with 13 cabins and 34 RV sites and is a two-minute walk from Mackenzie Beach. The pet-friendly resort opened summer 2023 and features shower and laundry facilities, a surf shop, store, and gallery.
First Nations Storytellers in Saint John, NB announce an exciting new experience set to launch in June 2024. In partnership with the City of Saint John, First Nations Storytellers will be sharing the history of the Saint John Reversing Falls. This unique offering is the fourth storytelling experience presented by First Nations Storytellers and offers insight into local Wolastoqi and Mi’kmaq history from an Indigenous point of view. Set around a firepit built adjacent to the falls in Fallsview Park, the experience includes narratives about the history of Saint John, the Reversing Falls, and the local Indigenous people. The experience will also give guests the opportunity to roast Bannock and sip locally harvested tea.
The Nunacor Development Corporation opened a new restaurant, named Mamattuk, in Happy Valley-Goose Bay in January 2024. The restaurant is dynamic in its offerings, serving guests as a restaurant, coffee bar and lounge throughout the day, celebrating Labrador with elevated comfort food featuring local ingredients.
Métis artisan at Borealis Beading, Melanie Gamache, shares Métis culture and history through the art of beading. Prior to beading, Melanie’s other interests included dogsledding and kick sledding. Melanie even volunteered as a dog handler for a musher for several seasons and ran in several kick sledding races. Two years later, her friend introduced her to beading, which she used as meditative therapy. Recently, Melanie has expanded her experiences that now include how to bead all while storytelling in her own yurt.
Book a getaway to Hôtel-Musée Premières Nations, a 4-star boutique with architecture inspired by longhouses surrounded by thematic gardens and hiking trails. Enjoy a spa day with treatments in the outdoor Nordic baths and end your day with an evening with traditional stories inside the longhouse. The Indigenous-inspired hotel has invested $10M into its expansion and renovations. This will include a lobby bar, 24 new rooms, remodelled restaurants with additional seating, and an Indigenous wine cellar. The hotel’s restaurant, La Traite, has already added a Michelin Star chef who has spent time travelling to all the different Nations in Quebec to incorporate their perspective into their culinary offering.
Five-minutes from the Hôtel-Musée Premières Nations in Wendake, meet the Huron-Wendat People through a new immersive multimedia experience, which opened in June 2022. Onhwa' Lumina is a 1.2-km immersive multimedia nature trail inspired by Wendat myths and cultural symbols. This experience will transport you to a magical world that reveals the rich history of the Huron-Wendat Nation. Through immersive installations including lighting design, video projection, scenography and an original soundtrack, visitors are led on a sensorial journey that connects the creation myth to a bright collective future. The experience was developed alongside artists, musicians, historians, writers and community members from the Nation in partnership with Moment Factory. It is grounded in the rich creative traditions of the Huron-Wendat culture, and explores themes such as the cycle of life, the passing down of knowledge, and the shared relationship between all living things.
Embark on an unforgettable adventure with Coastal Rainforest Safaris to view an awe-inspiring spectacle of whales or thrilling grizzly bears spotting. Delve deeper into the rich tapestry of Indigenous culture as you learn from the Kwakwaka’wakw People. Two Indigenous-owned tour companies, Coastal Rainforest Safaris and Sea Wolf Adventures have teamed up with Indigenous-owned Kwa'lils Hotel to offer a true northern Vancouver Island getaway experience. The Whales, Otters, and Grizzly Bears package combines a six-hour Sea Otter Viewing and Whale Watching tour from Port Hardy with Coastal Rainforest Safaris, a day of grizzly bear viewing from Port McNeill with Sea Wolf Adventures, and two nights' accommodation at the Kwa’lilas Hotel in Port Hardy.
In collaboration with Tourism Saskatchewan, Dakota Dunes has embarked on a celestial journey like no other. Guided by Dakota astronomer Jim Rock, travellers can immerse themselves in a stargazing experience. As members of the Royal Astronomical Society of Canada, they’re equipped with advanced telescopes and mastered the “Stellarium” software. Visitors are invited to a 45 to 60-minute presentation that brings together technology, culture and storytelling.
Vancouver’s only Indigenous-owned and operated restaurant, Salmon n’ Bannock is known for using traditional ingredients that were used for generations to create delicious modern dishes. Now travellers flying in and out of Vancouver International Airport will get a chance to get a taste before their next flight. The restaurant has opened its second location at YVR and is the first Indigenous restaurant at the airport.
Lead by Marcia Manitowabi and located at the Osawamick Ranch in Wiikwemkoong, Reflections Equine Assisted Learning is a fun and engaging way to heal, reflect and transform. Connecting with our horse relatives, “Aankobinaangwaa bezhigoogzhii ezhi-nwendaasing” has been a powerful way to connect and heal. Horses have a way of providing unconditional love, never passing judgement on people or their mistakes. Equine Assisted Learning is an experiential approach to becoming confident in life skills by using horses, a form of treatment that has great potential when employed alongside traditional forms of psychotherapy and rehabilitation. Participants engage in hands on learning that advances the horse through exercises as a team member in exploring positive communication, self-respect, confidence, trust, accountability and conflict resolution. Sessions incorporate a variety of ground work, and general horsemanship activities such as grooming, leading, and herd observation.
Because water is a symbol of life, TOURISME AMOS-HARRICANA has for a long time entertained the idea of creating a site dedicated to this natural resource. Designed to provide a strong and dynamic educational and tourist value, the site reveals that our water resources are still very fragile and essential to humans and the environment. This water-discovery route – the first of its kind in Canada – will attract environmentally responsible tourists. It is the expression of a firm, common will to bring together the peoples who live here, hence its name ANISIPI, the Anicinape word for “pure water”. The sum of concerted efforts of the RCM of Abitibi and its 17 municipalities along with those of the Abitibiwinni Nation, ANISIPI received strong and supportive response from about 40 prominent figures and groups from various areas and interests. At the very top of the hill, the Anishinabek share the story of the land they have travelled for thousands of years, thanks to Nanika (the ‘main way’), known today as the Harricana River. At The Tee-pee, video projections present a vision of the world where animals are treated as siblings, and where human beings maintain a modest presence that supports the fragile balance of nature. Meet the residents of the Pikogan community who bring this site to life. Join the great circle and listen to testimonies of the people who walk the water.
At this newly acquired Indigenous wilderness resort deep in the heart of the largest coastal temperate rainforest in the world – the pristine Great Bear Rainforest – guests are immersed in the traditions and culture of the Heiltsuk People. Acquired in 2023, guests at Shearwater Resort can now experience eco-tours that tell the story of the Heiltsuk Peoples’ long history with the land and sea, and immerse themselves in an authentic and unique adventure designed for those who want to learn and share.
2024 and Beyond
Tofino Wilderness Resort is located deep within the heart of the Ahousaht territory, situated in beautiful Quait Bay. This stunning 126 acre property includes a 16-room floating lodge, a world-class spa, trails, lakes, staff accommodation and a breathtaking longhouse. This luxury floating lodge was purchased back by the Ahousaht Nation and will be welcoming guests this year. The primary emphasis and focus of the experience will be firmly rooted in the cultural practices and traditional knowledge of the Ahousaht People. The lodge also offers an exclusive location for discovering the intimate wonders of the West Coast: old-growth forests, lakes, waterfalls, ocean life and sublime mountains. In addition to the economic benefits the lodge will bring to the community, the resort will also play a key role in the health and well-being of the Ahousaht Nation. During the off-season, the property will function as a wellness retreat to provide a space for healing with a focus on mental health.
Photo Credit: Audet Photo; Business Name: Site Traditional Huron
ITAC's News
At the 2024 International Indigenous Tourism Conference (IITC), leaders from New Zealand Māori Tourism (NZMT), American Indian Alaska Native Tourism Association (AIANTA) and the Indigenous Tourism Association of Canada (ITAC) announced the brand and visual identity of a new organization in the works called Destination Original International Tourism (DO-IT).
Destination Original International Tourism (DO-IT) will be dedicated to the development and marketing of authentic Indigenous tourism destinations globally once its has been created. The goal is to bring the world’s Indigenous tourism industry together under one roof to ensure a larger presence and a unified voice in promoting the industry.
This entails generating opportunities for joint initiatives and fostering innovative marketing partnerships among Indigenous and non-Indigenous entities, as well as working close with governments and industry leaders globally. In particular, the organization aims to gain recognition and a seat-at-the-table with UN Tourism to ensure an Indigenous voice is included in their tourism marketing efforts.
The Original Original
The Original Original brand mark was created in 2022 by ITAC to help visitors distinguish and support authentic Indigenous businesses. The accreditation program was started in response to the impact of the devastating pandemic to help rebuild the industry and contribute to the Indigenous communities in Canada and to combat cultural appropriation. Indigenous tourism helps support the revitalization and broader understanding of Indigenous culture, and The Original Original seal helps travellers practice ethical travel. So far, several hundred businesses have completed the accreditation, including over 200 in 2023.
Canadians can support the Indigenous tourism industry by booking an Indigenous experience or sharing campaign materials. Visit www.destinationIndigenous.ca for information.
Indigenous Culinary Experiences
With the rise of Indigenous tourism experiences, we’re seeing some trends emerge, including:
- Salmon fishing, for example MicMac Camp, where guests have access to one of the most authentic and popular salmon fishing destinations in Quebec
- Elevated dining experiences, like Feast Café Bistro in Winnipeg, Manitoba, where owner Christa provides modern dishes rooted in traditional Indigenous ingredients
Below are some Indigenous-focused culinary experiences worth exploring:
Eskasoni Cultural Journeys (Eskasoni, Nova Scotia) | Learn to make your own “four cent” cake – the popular snack created from leftover dough fried in lard – over an open fire. Learn insights among traditional hunting and fishing practices. The roughly 3-hour experience finishes with tea and warm Mi’kmaq luskinigan, a warm bannock bread baked in an oven, delicious with jam or molasses.
Aurora Village (Yellowknife, NWT) | Enjoy a three-course meal in a private teepee and watch in comfort as the brilliantly beautiful Aurora dances across the northern sky. Taste traditional foods with a modern touch such as locally caught Great Slave Lake Whitefish or Slow Roasted Smoked Bison Prime Rib.
Joseph Shawana, is the chairman of the Board of Directors for Indigenous Culinary of Associated Nations, former Executive Chef at Kū-Kŭm Kitchen and Professor at Centennial College’s School of Hospitality, Tourism and Culinary Arts Centennial College in Toronto. Chef Joseph won best world cuisine in Ontario for 2019 beating out over 33,000 restaurants. He was named as top ten chefs in Ontario and had reviews in the New York Times, Toronto Star, the Globe and Mail, Food & Wine. He is also in great company on Air Canada's top 20 restaurants in Canada for 2019.
Chef Jenni Lessard is a Métis chef, recipe developer and the Indigenous culinary consultant for Wanuskewin Heritage Park. She lives on Treaty Four Territory in the Qu’Appelle Valley in Saskatchewan, where she draws inspiration from the land. Raised near La Ronge, SK, by a small lake, Jenni’s earliest memories include visiting trap lines, picking berries and finding ways to cook and bake with ingredients from the boreal forest.
To find Indigenous culinary experiences, restaurants and recipes from across Canada:
Indigenous Culinary Directory:
Photo Credit: Indigenous Tourism Canada; Business Name: Pei Pei Chei Ow"
What is Indigenous Tourism?
ITAC has endorsed the following definitions specific to Indigenous tourism, as they resulted from previous national and extensive consultation of industry, Elders and community.
Indigenous Tourism – all tourism businesses majority-owned (51%), operated and/ or controlled by First Nations, Métis or Inuit Peoples that can demonstrate a connection and responsibility to the local Indigenous community and traditional territory where the operation resides.
Indigenous Cultural Tourism – meets the Indigenous tourism criteria and in addition, a significant portion of the experience incorporates Indigenous culture in a manner that is appropriate, respectful and true to the Indigenous culture being portrayed. The authenticity is ensured through the active involvement of Indigenous people in the development and delivery of the experience.
There are tourism businesses that are neither majority-owned nor operated by Indigenous People who offer ‘Indigenous tourism experiences’. Authentic Indigenous Cultural Tourism is by Indigenous People, not about Indigenous People.
Photo Credit - Business Name: Elsipogtog Mi'kmaq Cultural Center
ITAC's Ambitious Goals for Indigenous Tourism in Canada
The Indigenous Tourism Association of Canada (ITAC) is a national non-profit Indigenous tourism industry organization established in 2015. ITAC is the lead organization tasked with growing and promoting the Indigenous tourism industry across the country. Inspired by a vision for a thriving Indigenous tourism economy sharing authentic, memorable and enriching experiences, ITAC develops relationships with groups and regions with similar mandates to enable collective support, product development, promotion and marketing of authentic Indigenous tourism businesses in a respectful protocol.
Targets: Measurable goals to achieve by 2024
As the Indigenous tourism industry in Canada looks ahead, ITAC has set its sights on moving forward in the most adaptable and sustainable manner possible. ITAC understands this undertaking will present challenges, both known and unknown, and is prepared to face them head-on.
The three main priorities of in ITAC’s 2020-24 Strategic Recovery Plan are:
1. Ensuring the sustainability of ITAC member businesses across the country. This will be achieved through the stimulus grant fund for Indigenous tourism operators and an increased emphasis on education and training.
2. Ensuring the sustainability of the provincial and territorial Indigenous tourism associations. This will be achieved by supporting the ability of provincial and territorial Indigenous tourism associations to maintain their membership and infrastructure.
3. Ensuring the sustainability of ITAC’s national operations. This will be achieved with an emphasis on leadership and through a strengthening of relationships with our industry and government partners.
2024 Targets
Our revised target for 2024 is to return to our pre-COVID levels:
- $1.9 billion of direct GDP contributions
- 1,800 Indigenous tourism businesses
- 40,000 Indigenous tourism employees
2030 Vision
ITAC's vision for 2030 is for the Indigenous tourism industry to contribute $6 billion annually to Canada's gross domestic product (GDP) - making Canada the world leader in Indigenous tourism. To make that vision a reality, the Indigenous tourism industry needs to grow substantially in both the number of businesses and the number of industry employees.
- 2,700 Indigenous owned and operated tourism businesses (up from 1,900 in 2019)
- 60,000 jobs in Indigenous tourism (up from 39,000 in 2019)
- $6 billion in contributions to Canada's GDP (up from $1.9 billion in 2019)
Photo Credit: Indigenous Tourism Canada
Meet the ITAC Leaders
Keith Henry, President & CEO
Mr. Keith Henry is a Métis person that was born in Thompson, Manitoba and raised in Prince Albert, Saskatchewan. He achieved a B.Ed. from the University of Saskatchewan in 1995 beginning his career with a teaching position and has become well known for his strategic administrative and negotiations skills. Since 1998 Mr. Henry has led numerous provincial, federal and industry negotiations on a variety of issues. He has been directly responsible for financial administration of a number of Indigenous non-profits and has a proven track record of success.
Mr. Henry has become an international Indigenous cultural tourism leader receiving recognition as the former CEO for Indigenous Tourism Association of British Columbia (ITBC). In April 2014 the inaugural World Indigenous Tourism Alliance award recognized the work of ITBC and Mr. Henry’s leadership. In Canada, Mr. Henry continues to be recognized across the country as one of the leaders in Indigenous tourism spearheading the growth of authentic Indigenous tourism in Canada.
Sébastien Desnoyers-Picard, Vice President of Operations
As the Indigenous Tourism Association of Canada’s (ITAC) Vice President of Operations, Sébastien Desnoyers-Picard has spent his career developing strong partnerships and relationships with industry leaders across the globe and is passionate about raising awareness of the many opportunities for Indigenous communities. Prior to joining ITAC, Sébastien spent 10 years serving the Quebec Indigenous tourism industry, first as General Manager with Tourism Wendake and then as a marketing advisor with Quebec Indigenous Tourism.
As a proud member of the Huron-Wendat Nation, and past Chief in his community, Sébastien is a strong advocate for Indigenous rights and traditional way of life, which he still practices. His number one goal in his work with ITAC is to support a thriving and prosperous indigenous tourism industry across the country. Sébastien has a diploma in Business, a degree in Sales and Marketing, and has completed an Indigenous studies program at Laval University.
Teresa Ryder, Director of Partnerships
As the Director of Partnerships, Teresa is responsible for overseeing the development and stability of Indigenous tourism associations across Canada as well as product development and grant initiatives to support Indigenous tourism entrepreneurs and Indigenous communities investing in tourism. In 2020, Teresa led the $16 million Stimulus Development Grant program for ITAC- an effort made to stabilize more than 675 Indigenous tourism operators as they navigated the loss of travellers as a result of the COVID-19 pandemic. She has also overseen the growth of the International Indigenous Tourism Conference - the largest Indigenous tourism conference in the world - since 2018, being a part of this project for many years since inception.
Teresa is proud to be of Musqueam descent. Upon finishing her Bachelor of Arts degree in Criminology at Simon Fraser University, Teresa has spent more than 10 years in Indigenous tourism development, starting her career with Indigenous Tourism BC. She has worked with Indigenous tourism operators and partners to grow Indigenous tourism while implementing regional and provincial destination development strategies and improving the market readiness of operators. She is an experienced speaker, facilitator and trainer and an advocate for the betterment of Indigenous peoples. Teresa is passionate about Indigenous tourism not only for the economic benefits but also for the social impact on Indigenous people and communities who thrive in business while sharing unique stories from coast to coast to coast.
Teresa currently sits as a board of director for the Tourism Industry Association of Canada where she advocates alongside national tourism professionals for tourism.
Tamara Littlelight, Director of Marketing
Tamara is a proud Anishinaabe originally from Keeseekoose First Nation of Treaty 4 Territory in Saskatchewan but now calls Tsuut’ina Nation of Treaty 7 Territory in Alberta her home. She holds a business management diploma from Saskatchewan Indian Institute of Technologies (SIIT). Tamara has worked in the hospitality and tourism industry for numerous years, most recently working for 7 years at the Grey Eagle Resort and Casino on Tsuut’ina Nation in management and sales. She is passionate about educating, sharing, and growing Indigenous tourism with the world.
Ryan Rogers, Communications Manager
Ryan Rogers is the Communications Manager at the Indigenous Tourism Association of Canada (ITAC) with over seven years of experience working in the Indigenous tourism industry helping international and domestic travellers to Canada discover the beauty of authentic Indigenous tourism experiences. Prior to joining ITAC, Ryan was in the marketing department at Indigenous Tourism BC working to advance the understanding and appreciation of the diverse Indigenous cultures and experiences. A proud member of the Musqueam First Nation in Vancouver, BC and specializing in media relations and communications, Ryan uses his experience to lift up Indigenous voices and raise awareness of the many Indigenous tourism experiences available in Canada.
Ryan takes great pride in representing Indigenous interests in his career and by focusing on creative solutions in communications, he has been able to put his Bachelor of Commerce Degree from the University of British Columbia to good use. In 2022, Ryan was recognized by the Tourism Industry Association of Canada as one of the Future Leaders in the Canadian Tourism Industry. Ryan may spend his days at ITAC, but it’s the positive impact Indigenous tourism demonstrates for Indigenous communities across the country that keeps him motivated.
Media Contacts:
ITAC@tartanbond.com