An open letter from Keith Henry, President and CEO, Indigenous Tourism Association of Canada

To our members, partners, the Indigenous tourism community and those who care about this sector:

The Indigenous Tourism Association of Canada (ITAC) is facing the most difficult period in our eleven-year history, and I want to speak about it directly. Last week ITAC wrote to our members to explain the serious cash flow situation that has required us to restructure operations, close our office and temporarily lay off most of our staff and contractors. This week, articles in APTN News and Windspeaker have brought aspects of our situation into public view. With this letter I want to share the full picture of where we are, how we got here and what comes next.

How we got here

Over the past three years, core federal funding for ITAC has declined by more than 80 percent. Between 2023 and 2026, investment in Indigenous tourism at the national level has fallen to the lowest levels in our history. This decline has occurred at a time when the Government of Canada has been reprioritizing spending toward infrastructure, defence and other national priorities — a shift that is reshaping the funding landscape for many Indigenous-led organizations across the country. Had federal support continued at levels closer to previous years, ITAC would be in a very different financial position today, with the capacity to absorb unexpected challenges and continue delivering the programs our members rely on.

In light of the unpredictability of federal funding, ITAC began actively pursuing long-term private funding to build stability into the organization and the sector. In 2024 we were approached to apply for a multi-year social impact investment focused on humanitarian support for Indigenous communities. Following a rigorous three-month application process, an agreement was reached and funding was expected to begin flowing in May 2025. That funding has not yet arrived. Administrative and procedural delays outside of our direct control have prevented the release of the funds, despite regular, often daily, communication with our funding partners, who continue to assure us that the transfer is close. ITAC is one of many organizations in a similar position, still awaiting funds that had been committed.

When the funding did not arrive as expected, I made the difficult decision on March 9, 2026 to implement temporary layoffs for the majority of our employees and contractors. Four team members remain. We are operating with a skeleton staff as we work to stabilize the organization, manage outstanding commitments and prepare to rebuild once funding arrives.

The International Indigenous Tourism Conference

The International Indigenous Tourism Conference, held in Edmonton in February, brought together Indigenous tourism leaders, communities, businesses and partners from across Canada and around the world to celebrate and advance this sector. Much of what made that gathering meaningful would not have been possible without the Elders, Knowledge Keepers, cultural tour providers, artists, performers and small businesses who shared their knowledge, their teachings and their creativity with our guests. I am deeply grateful for your generosity and for the relationships that made the conference what it was.

Because of the financial pressures described above, many of the people who contributed to the conference were not paid on the timelines they should have been. For that, I am truly sorry. These delays have caused real financial strain and real personal hurt, and that is something we take very seriously. Work to clear the remaining outstanding payments is underway, and we expect to complete the remainder in the weeks ahead. To anyone still awaiting payment, please know that you have not been forgotten and we will continue to communicate with you directly.

I also want to recognize Indigenous Tourism Alberta, Explore Edmonton and Travel Alberta for the leadership they have shown during this period. Their decision to extend limited discretionary support to Alberta-based members and vendors reflects the kind of sector leadership we appreciate and are proud to stand alongside.

Where we are now

ITAC is not standing still. Our small remaining team is continuing their work without pay — keeping the organization operating, trying to maintain relationships with our funding partners and preparing for the rebuild. Across the country, partner organizations and supporters are offering what help they can. The shared purpose is simple: we all want Indigenous tourism to succeed, and we all want ITAC to get through this.

We are also continuing to advocate, directly to the Government of Canada and to decision-makers at every level, for renewed and sustainable investment in Indigenous tourism. Indigenous tourism contributed $1.3 billion to Canada’s GDP in 2023 and supports more than 34,000 jobs, and its potential is far greater still. Rebuilding this sector to pre-pandemic levels and beyond will require reliable Indigenous-led national leadership, and that is the role ITAC exists to play.

The path forward

We know we have much to rebuild — in our operations, and in the trust of our members and partners. I am committed to continuing to communicate openly and directly as our situation evolves. Watch for fresh updates over the coming weeks.

To partners considering how to support Indigenous tourism in this moment: please reach out to me to start a conversation. I would also encourage you to consider the Indigenous Tourism Destination Fund — a program specifically designed to prevent the kind of funding gap we are navigating today.

Indigenous tourism matters too much to our communities, to our people and to this country to let this chapter define us. We will work through it, and we will come back stronger.

Sincerely,

Keith Henry
President and CEO
Indigenous Tourism Association of Canada