Welcome to Indigenous Tourism Alberta Come Walk With Us

Contents

• Culture. Language. Respect.
• About Indigenous Tourism Alberta
• Stories Worth Telling
• Story Starter: Indigenous Tourism as Reconciliation
• Story Starter: Indigenous Tourism as a Path to Sustainability
• Story Starter: We Come From the Stars
• Story Starter: The Rockies Through an Indigenous Lens
• Story Starter: Indigenous Women Entrepreneurs
• Story Starter: Transformational and Wellness Travel
• Connect With Us

About Indigenous Tourism Alberta

Indigenous Tourism Alberta (ITA) encourages and promotes authentic Indigenous tourism that showcases the unique and immersive experiences offered by its members throughout our four regions: North, Central and Southern Alberta as well as the Rockies. ITA's goal is to enhance economic viability, further engage and support our Indigenous peoples and nurture these partnerships throughout the province by sharing our stories, culture and experiences with a global audience.

Indigenous Tourism in Alberta: Fast Facts

• Indigenous tourism is emerging as a major component of the tourism experience in Alberta. ITA's nearly 200 members offer a tourism portfolio ranging from accommodations, attractions, culinary, outdoor, pow-wow, events, retail and artisan experiences.
• Women are leading the Indigenous tourism sector with 49 per cent of Indigenous businesses owned by female entrepreneurs, a figure that is well above the national average of 33 per cent.
• In 2024, Indigenous tourism contributed $133.2M in GDP to the tourism economy in Alberta. The annual contribution is expected to grow to $143.3M by 2026.
• In 2024, almost 3,900 jobs were created in Indigenous tourism throughout Alberta.
• Demand for Indigenous tourism will continue to grow. Research shows that 75 per cent of Canadian Gen Z and 68 per cent of Canadian Millennials are likely to take part in an Indigenous Travel experience in the future.
• One in two Albertans want to learn more about Indigenous cultures and are open to Indigenous tourism experiences.
• One in three international visitors are seeking an authentic Indigenous experience.
• Two of three meetings & conventions and sports & major events coming to Calgary are interested in incorporating authentic Indigenous experiences into their initiatives.
• Indigenous tourism supports the livelihoods of Indigenous entrepreneurs and the revitalization of Indigenous culture and language. It also offers non-Indigenous travellers the opportunity to actively participate in the journey of reconciliation.
• Alberta is the only province with a memorandum of understanding (MoU) between Indigenous tourism, the province and destination marketing organizations, such as Tourism Calgary. This strength has been pivotal to sharing Calgary’s stories and land through our rich culture, while opening the door to new opportunities for collaboration and innovation in offering more experiences to visitors.

Story Starter: Indigenous Tourism as Reconciliation

Reconciliation, in part, is an acknowledgement of the intergenerational pain and trauma caused by the legacy of colonialism and residential schools, a legacy that casts a long, dark shadow over Indigenous communities even today.

Indigenous tourism is reshaping the way people view Indigenous culture in the place now known as Canada — a practice that fosters respect for the land, opportunities for healing, education and cross-cultural understanding through immersive cultural experiences.

Here is a snapshot of some members that teach travellers about the authentic Indigenous cultures and their place in Canada:

• Métis Crossing: Alberta’s first major Métis cultural interpretive destination. Created as a place for Métis people to share their history, culture, language and way of life. From learning to set a beaver trap to sampling dried bison and dancing a Red River jig, expect to be immersed in the Signature Experiences offered across at this 512-acre property.
• Painted Warriors: shares Ojibway, Cree and Mohawk heritage by reconnecting visitors to the land through wilderness education, Indigenous traditions and hands-on training. Learn traditional survival skills like hunting, archery and horseback riding - all activities that do not conform to traditional gender norms.
• Talking Rock Tours: a one-of-a kind geo-educational adventure company that is Indigenous-owned and operated. Depending on the season, they conduct small group walking/hiking/snowshoe daytime tours that explore some of the geological wonders of Alberta through an Indigenous cultural lens. In the Spirit of Reconciliation, participants will gain a deeper appreciation for the land, Indigenous cultures and pre-1867 Canadian history.

Story Starter: Indigenous Tourism as a Path to Sustainability

The symbiotic connection between Indigenous culture and sustainability has been in existence long before "sustainability" was ever a word.

Sustainable travel connects community, culture, conservation and commerce (otherwise known as the four C's) – and Alberta's Indigenous experiences represent all four of those pillars.

• Chef Scott Iserhoff and his wife Svitlana Kravchuk, are elevating Edmonton's Indigenous culinary scene with their latest venture, Bernadette’s. The downtown restaurant not only preserves traditional cuisine and seasonal ingredients such as elk, Saskatoon berries and bison but also presents them in a fine dining context. Chef Iserhoff, who is Mushkego Cree, emphasizes representation and opportunity by mentoring talented young Indigenous staff, aiming to inspire and provide a platform for the next generation of Indigenous chefs.
• Little Chief Restaurant, located within the Grey Eagle Resort and Casino in Calgary, embraces Indigenous culinary traditions by utilizing every part of the animal, a practice that honors living creatures and minimizes waste. The menu features dishes that incorporate elements such as crispy skin and bone marrow, alongside foraged plants, with ingredients sourced from Indigenous makers and growers. This approach not only showcases the richness of Indigenous cuisine but also supports local Indigenous communities.
• Mahikan Trails provides cultural retreats and facilitates wilderness workshops that teach travellers Indigenous perspectives on sustainability. These are deeply rooted in the principles of balance, respect and reciprocity with the natural world. These principles emphasize using what the land provides while ensuring its resources remain abundant for future generations.

Story Starter: We Come From the Stars

See the Alberta night sky through an Indigenous lens. The Indigenous Peoples of Canada used the stars for practical endeavors such as orientation and navigation, telling time and as a calendar. The stars are also a source of spiritual identity and have their own names and legends connected to them. With a deep and intimate personal connection to the sky, here are some examples of what you can expect to experience first-hand:

• Painted Warriors/Mahikan Trails – Learn about star navigation, using the night sky as a calendar and listening to the Indigenous stories and teachings linked to the stars.
• Métis Crossing – The newest offering is the Sky Watching Domes, which opened last fall, a unique experience that connects visitors with the night sky.
• Warrior Women – hear the Indigenous stories of the land with a fireside chat at the Jasper Dark Sky Festival (2025 will mark the 15th anniversary of the event) facilitated by knowledge keeper, Matricia Brown. Warrior Women offers an intimate experience through drumming, singing and interactive story telling. Listen to drumming and singing and learn the legends through the eyes of the Cree.

Note: Jasper is home to the second largest Dark Sky Preserve in the world, an area that restricts artificial light pollution. It’s also the largest accessible Dark Sky Preserve - meaning there’s a town within the limits of the preserve.

Story Starter: The Rockies Through an Indigenous Lens

The snow-capped Rockies have long been honoured by Indigenous people as “The Backbone of the World”, a spectacular and spiritual landscape of towering peaks, alpine meadows, turquoise lakes, waterfalls and abundant wildlife.

Now, more than 200 years after the first Europeans were shown the way through the Rockies, Indigenous guides are now recognized as the expert navigators in the mountaineer community. Travellers can expect to foster a deeper connection to the natural world beyond the confines of a western worldview.

ITA members like Mahikan Trails, Buffalo Stone Woman and Jasper Tour Company have stepped in as stewards of the land. Because of their multi-generational knowledge of the Rockies, these members encourage travellers to establish a deeply rich connection to these majestic mountains. Here are some stories you can expect to hear on your journey through the mountains:

• The Rockies as a meeting place for many different nations, the traditional names for the peaks.
• Understanding of the region's ecology that goes much deeper than even modern conservation, in sometimes unexpected ways (prescribed burns, for example, were being done thousands of years before anyone thought of wildfire mitigation).
• Nourishment from the land through medicine walks.

Tim Patterson, Zuc’min Guiding, is another Indigenous guide that bridges the gap between humans and nature. His tours on the Athabasca Glacier offer a holistic view of hydrological cycle and the interconnectedness of all life—an approach crucial for understanding and mitigating climate change. In 2025, Tim will sit on the board for the International Year of the Glaciers Preservation, a United Nations-led initiative.

Story Starter: Indigenous Women Entrepreneurs

Women are leading the Indigenous tourism sector in Canada, with 49 per cent of Indigenous businesses owned by female entrepreneurs. This is above the national average of 33 per cent.

• ITA has many female members who are working to strengthen the Indigenous tourism industry in Alberta, while simultaneously educating travellers on what it means to be a modern Indigenous woman.
• Fallen Mountain Soap: Lauren Moberly and her family live near Grande Cache Lake, surrounded by the Rocky Mountains in Treaty 8 Territory. Offering artisan soaps made by hand, Lauren forages each of her ingredients in the wilderness of the Rockies capturing “the colours, scents and textures echoed in the landscapes that my people have walked over many generations”. True to her entrepreneurial spirit, Lauren has also partnered with Jasper Hinton Air to host helicopter tours over what is now Jasper National Park, offering a unique perspective of her homeland, interpreted through an Indigenous lens.
• Native Diva Creations: emphasizes the importance of keeping traditional beadwork practices in her jewelry-making but brings a modern flair to each piece. She has even landed herself a spot to showcase her jewelry line in both New York and Paris Fashion Week.
• Painted Warriors: shares Ojibway, Cree and Mohawk heritage by reconnecting visitors to the land through wilderness education, Indigenous traditions and hands-on training. Run by Tracey Klettl, Painted Warriors challenges stereotypes about Indigenous women by teaching such traditional survival skills as hunting, archery and horseback riding - all activities that do not conform to traditional gender norms.

Story Starter: Transformational and Wellness Travel

Indigenous tourism operators are forging a new path in the wellness tourism industry, sharing their cultures with travellers who wish to reconnect with the land while nurturing their mental and physical health.

• Winter is a season of senses, and for the Indigenous peoples of Alberta, it is a season of hidden gifts and unique experiences for the heart and spirit. Taking time to regenerate is not just something that is essential in our own lives; restfulness and reflection are just as important to the land.
• The Woods Experience, approximately ninety minutes by car from Edmonton, offers a year-round wellness experience where visitors can immerse themselves in Indigenous culture. Surrounded by 80 acres of northern boreal forest, The Woods Experience brings wilderness, community, and culture together. They offer Tipi and cabin stays, wooden-fired hot tub and barrel sauna.
• Loretta’s Wellness Circle: Of Métis descent and originally from Métis Region 2/Treaty 6 territory near Bonnyville, Loretta Tuttauk and her family reside in Mohikintis or Calgary. Loretta’s Wellness Circle offers a wide variety of locally created natural wellness products. She also provides wellness and healing workshops, storytelling experiences on the land and consulting services for businesses, not-for-profits, new entrepreneurs and individuals interested in learning more about Indigenous communities.