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Business and Reconciliation (92)

The Indigenous Tourism Association of Canada Announces its 2024-25 Action Plan

March 26, 2024

NationTalk: Xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish) and səlilwətaɬ (Tsleil-Waututh), (Vancouver, BC) – The Indigenous Tourism Association of Canada (ITAC) has released its 2024-25 Action Plan.

The plan outlines ITAC’s vision for continuing to grow the Indigenous tourism industry to peak 2019 levels of $1.9 billion contribution to Canada’s GDP and 39,000 employed in the industry. The plan also provides further insight into the ambitious plan for Canada to become the global leader in Indigenous tourism by 2030 with an estimated contribution of $6 billion in GDP annually.

“In this time of unparalleled domestic and global visitor expectations, there is an important opportunity to advance our mission of promoting and supporting Indigenous tourism in Canada,” shares Keith Henry, President & CEO of the Indigenous Tourism Association of Canada. “In ITAC’s 2024-25 Action Plan, we outline our dedication to new initiatives, including the Indigenous Tourism Destination Fund, to attract new investments and for the sustainability of Indigenous tourism from coast to coast to coast.”

This year’s Action Plan builds upon its four-pillar approach to business launched in the 2023-24 Action Plan. Some notable activities in this year’s plan include:

Leadership: Advocating for members across the country, ITAC will continue to
be the national voice of the Indigenous tourism industry, maintaining funder confidence and investing $1.5M to build support for ITAC and its provincial and territorial Indigenous tourism partners. Funding and programs include the Indigenous Tourism Fund Micro and Small Business Stream (ITF-MSBS) and generating own-source revenues through investment in the Indigenous Tourism Destination Fund (ITDF), Truth2Action Indigenous Tourism Reconciliation Training, led by ITAC.

Partnerships: Invest $2.8M to bring Indigenous and non-Indigenous partners together to support the growth of Indigenous tourism in Canada and will work with provincial and territorial partners to ensure the long-term sustainability of ITAC’s member businesses. This includes growing participation in the ITDF and growing tourism industry participation in the Truth2Action Indigenous Tourism Reconciliation. In addition, ITAC is hosting the 2025 International Indigenous Tourism Conference in Montreal, QC.

Development: Invest $8.8M to deliver Indigenous-led solutions to support the market-readiness of its members and address labour market challenges while also strengthening provincial and territorial Indigenous tourism associations and laying the groundwork for further industry growth. Collaborate with educational institutions to raise awareness of Indigenous tourism and increase visibility and use of the Discover Indigenous Tourism employment opportunities website while supporting destination development in Indigenous communities.

Marketing: Through advertising campaigns, partnerships and travel trade and media relations, ITAC will invest $3.1M to promote The Original Original accredited business while ensuring that First Nations, Inuit, and Métis tourism operators are represented accurately and respectfully. Increase Indigenous representation at Rendez-vous Canada 2024, connecting international buyers with ITAC member businesses. In addition, establish relationships with notable brands, sports leagues, and events, and educate members and industry partners on the power of storytelling.

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. Moreover, ITAC is committed to supporting the growth of Indigenous tourism in Canada and addressing the demand for developing and marketing authentic Indigenous experiences.

Read the full 2024-25 Action Plan here.

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Related Information
2024-25 Action Plan

Posted On: March 26, 2024
Categories: ITAC Updates